Lindsey Helmick
MGT-320: Business Sustainability
7-2 Final Project Submission
Dr. Carmen Jones
February 16, 2023
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Introduction:
Wheels Up is a private jet charter company that currently focuses on the bottom-line for the sake
of their shareholders and growing business model. The purpose of this paper is to exhibit who
they are as a company and the steps they need to take to progress to a triple-bottom-line
management strategy. To give the reader a clear understanding of the efforts Wheels Up must
undertake, to make this management adjustment, two examples of thriving triple-bottom-line
companies, Southwest Airlines and VF Corporation, will be used throughout this paper to outline
what it means to operate under a triple-bottom-line approach.
Company Overview
Historical:
Wheels Up is a private aviation company that was founded in 2013 by Kenny Dichter. They
offer a membership as well as on-demand services. While their office is in New York City, New
York, the company owns, leases, and manages over 1,500 aircrafts across the United States.
Over the years they have acquired or formed partnerships with several other aviation companies
leading them to the number two spot on the private aircraft operator list in the U.S. In April
2022, Wheels Up increased their foothold on the market, by expanding internationally, when
they completed their acquisition of a UK-based aviation provider by the name of Air Partner.
This acquisition added aircrafts in 18 locations across four continents (Wikipedia, 2023)
The Wheels Up mission statement is as follows; "Driven by innovation and guided by the highest
standards for safety, service, and operational excellence, Wheels Up is on a mission to transform
the industry, bringing private flying and the private-flying lifestyle to the world." (Wheels Up,
n.d.). The company stays true to their mission by offering their clients several top-notch aircraft
options to suit their needs. Additionally, they value the safety of their passengers as well as their
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staff, as every flight has two pilots who are required to possess current FAA Airline Transport
Pilot and First-Class Medical Certificates. They must also be a FAA Pilot-In-Command Type-
Rated for the aircraft they fly and have recurring training every six months.
Wheels Up has found their niche in the aviation market by placing their focus on non-hub
markets that commercial airline are unable to service effectively. While they offer "on-demand
services, they also offer two different memberships (Connect or Core) for those who like to fly
private frequently, which provide additional benefits such as concierge services, account
management, and lifestyle benefits. Furthermore, they have launched an app that allows clients
existing and potential, to download their app, select the jet for their needs, obtain real time
pricing and book (Wheels Up, n.d.). Providing a quick and painless way for someone to
schedule their private charter.
Issues or Themes:
I have opted to perform a PEST Analysis on Wheels Up and it is as follows:
Explanation of how the Short Description Issue/Theme has impacted of Theme the corporations Management Strategy Potential of political conflict,