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Wheely launches London Chauffeur Academy with only one in six applicants making the grade
- Perry Richardson
- 18 hours ago
- 2 min read
Wheely has opened a new Chauffeur Academy in Hammersmith, London, as the executive travel operator expands its training infrastructure for drivers serving premium and business travel customers.
The Swiss-founded, British ride-hailing company said the purpose-built site has moved closer to central London to reduce travel time for chauffeurs. Wheely has also brought its headquarters onto the same site, saying the arrangement will support closer collaboration between its operational and training teams.
The Hammersmith facility forms part of Wheely’s international academy network, which already includes sites in Dubai, New York and Paris. The company said further academies are expected as it continues its expansion in North America.
Chauffeurs seeking to operate through the Wheely platform must complete a three-day programme covering etiquette, situational awareness, privacy procedures, vehicle standards, driving style and communication. The training is intended to standardise the service offered across its Business, First, SUV and XL products.
Applicants are required to pass written and practical assessments, including a vehicle inspection and grooming test. Wheely said around one in six applicants successfully graduates to join the platform, making the academy a significant part of its driver selection process as well as its training operation.
The programme is overseen globally by Wheely’s Director of Customer Experience, Laura Allen, and led by Ricky Miller, the company’s lead trainer and a former Royal Marines Warrant Officer and private close protection officer.
Allen said: “Exceptional service is never accidental. It is created through thousands of small details delivered consistently, journey after journey. Our Chauffeur Academy ensures every client, whether on business or personal, experiences the same exceptional standards of hospitality, discretion and professionalism, no matter when and where they travel.”
Miller added: “Driving is only one part of being a Wheely chauffeur. The real skill lies in reading every situation, anticipating every detail and delivering exceptional service with absolute consistency. The Academy exists to help every chauffeur deliver those standards from day one.”
For the wider private-hire sector, the academy reflects the growing importance placed on driver presentation, service consistency and privacy in the executive travel market. Wheely said its chauffeurs operate under non-disclosure agreements, allowing passengers to make private calls or hold meetings while travelling.
The company is positioning the model around human-led service as technology companies continue to invest in premium mobility and autonomous transport. Its approach places driver training at the centre of its proposition for corporate clients, airport transfers, events and private-terminal journeys.
