Miami Couple Transforms Car Rental Side Gig into Thriving Family Business

From Side Hustle to Full-Time Business

In 2020, Miami residents Gerardo Aletti and Sofia Escarra embarked on a journey to rent out a Nissan Infiniti as a side gig. Initially seen as an experiment, this decision has blossomed into a thriving family business, boasting a fleet of 63 cars and revenues exceeding half a million dollars in 2025.

The Journey Begins

The couple's venture into the car rental market began with simple intentions. They figured if renting the car went well, they could continue; if not, they could sell it. Fast forward six years, and their small-scale rental operation has exploded into a significant source of income, exclusively through Turo, a popular car-sharing platform. They’ve even enlisted family members to help manage the expanding business, including their children and niece.

"We enjoy the job. We enjoy the interaction with the guests," Gerardo shared, highlighting their commitment to customer service and satisfaction.

The Impact of the 2026 FIFA World Cup

The couple attributes much of their recent growth to the influx of tourists for the 2026 FIFA World Cup, which has significantly increased bookings in Miami. With seven games set in the city, the family has seen a surge of interest in car rentals, especially from Spanish-speaking travelers, which accounts for roughly 30% of their clientele. Gerardo's fluency in Spanish allows them to better cater to this demographic, offering personalized service that includes airport pickups and local advice.

Scaling Their Operations

Initially attracted to Turo for its low-risk profile, the couple quickly discovered the benefits of diversifying their fleet. By 2023, they had expanded to 15 cars and secured a parking facility, solidifying their operations. Gerardo, with his background in the transportation industry, strategically selects car types based on market demand, transitioning from luxury vehicles to smaller, fuel-efficient models to meet various customer needs.

Family Dynamics in Business

The entire Aletti family plays a role in the car rental operations—each member taking on unique roles such as handling marketing, tracking expenses, and maintaining customer relations. This collaborative dynamic underscores their commitment to growing the business together, with Gerardo’s son, Fabrizio, expressing surprise and delight at how swiftly the operation has expanded.

"I had no idea we would grow so much in so few years. It's been a journey for sure," Fabrizio remarked about the family’s entrepreneurial endeavor.

Learning from Experiences

Throughout their numerous rental transactions, the family has enjoyed positive customer interactions but acknowledges the occasional challenges. One notable experience involved a vehicle being returned with a distinct odor of marijuana, illustrating the unpredictable nature of customer rentals.

Overall, the couple believes that anyone looking to thrive in the car rental business should focus on two core principles: a solid understanding of vehicles and excellent people skills.

"You have to know how to treat people," Gerardo emphasized, encapsulating the essence of their success.

Looking Ahead

With their business thriving and the upcoming events in Miami, Gerardo and Sofia Aletti are poised to continue capitalizing on their entrepreneurial venture, firmly establishing their family as key players in the local car rental market. Their story serves as an inspiring example of how a simple idea, paired with hard work and family dedication, can lead to remarkable success.