I did some business scoping and market research for an enthusiast that wanted to enter the off-road trailer rental market. At the time he had a fully equipped AT and was ready to pull the trigger on a couple additional models. While it seemed like a great idea on the outside, we quickly found several hangups, one of which being the amount of 'orientation' time needed to safely and consciously send various user segments out on a multi-day trip with a trailer that has not just one complex feature but often many. I rent a variety of 4x4 gear (fridges, welders, pull-pals, etc) as part of my business... even a fridge can take 10-15 minutes to give them a quick once over of the controls, caveats and features. Now try that with the stove, the tent, towing a trailer in general, the landing jack, the battery system, the water system, etc and it could easily take several hours start to finish to send a rental out the door. Now, consider the 'check-in' which again could take an hour or more for you to hurry and pop the tent to verify its ready for the next renter, verify the fridge is clean and working, batteries are charged, etc. This isn't a Ford Focus you are renting to folks that will be traveling around town... this is a product(s) that they will be dragging out into the remote wilds and relying on not only for convenience but really for safety too. They can't get the stove working and its rough weekend. Time = money and judging on what others are or were renting for, it would be hard to form a viable business plan that could accommodate insurance, overhead, maintenance, upgrades, etc.
Now, why does it work for some? Well like in my case with the fridges we rent... I'm not in the business to rent gear but if I can generate sales leads by renting (in fact we credit the majority of the rental fee to a new fridge purchase) and at the same time educate customers on products I sale... its a win-win. I think AT had a good thing going with their rentals as they were selling the trailer by renting it, make sense? I can't blame them one bit for focusing on their sales after the theft situation, I mean really even for a retailer of said product its likely only going to be a customer service feature rather than a monetary income deal.
That said, we identified some ways to mitigate this and other issues in the '4x4 gear rental business', its still something our client may do, time shall tell. If your retired, looking for something to generate a little bit of fun money and buy some neat toys you can use in the meantime... it could work very well. Try it full-time and I think it could prove to be a doomed experience. There is a gentleman (here on ExPo I believe) that was working on