The Uber of the Elite? Wheely Just Became Henley’s First Official Chauffeur Partner

A few weeks ago, I was invited to Henley Regatta and arrived in style (and on time for once) thanks to one of my all-time favourite start-ups: Wheely.

Wheely has just made history by becoming the first-ever Official Chauffeur Partner of Henley Royal Regatta in its 185-year history – a very fitting match, if you ask me. If you’re not familiar, think of Wheely as the ultra-chic, luxury-minded cousin of Uber.

It currently operates in London, Paris, and Dubai, and has quietly redefined what a modern chauffeur experience should look like: they’re all about service, safety, etiquette, and discretion. For Henley, Wheely offered flat-rate rides from London to the Regatta starting at £170, with exclusive access to the closest drop-off and pick-up points right by the enclosures.

Translation: no traipsing in heels across fields, no trying to find your driver in a sea of straw boaters. Just tap the app and glide up to the gates. On the return journey, guests were invited to the Wheely Lounge, conveniently located at the entrance to the Stewards’ Enclosure – where Members could also collect a complimentary Wheely fan (a saviour in the heatwave, and a subtly genius bit of branding).

Beyond the Regatta, Wheely is gearing up for a big U.S. debut – positioning itself as the elegant antidote to your standard ride-hailing app. Available on both iOS and Android, the entire experience is designed around one simple promise: respect for your time. Unlike other platforms, Wheely only works with top-tier chauffeurs, each rigorously trained at the brand’s own Chauffeur Academy.

The curriculum (certified by The CPD Certification Service) includes everything from etiquette and personal security to first aid and situational awareness. Every chauffeur also signs an NDA and receives advanced privacy training.

They’re suited, punctual, and will wait up to 60 mins – no questions asked. As for the cars? Only the best. Mercedes-Benz E-Class, S-Class and V-Class. Inside, expect charging cables, bottled water, branded tissues and zero awkward small talk (unless you want it).

To celebrate its tenth anniversary, Wheely also unveiled a new visual identity, created in collaboration with London design studio Commission. It’s part of a wider luxury refresh that includes expanding their premium services. That means: a more robust Concierge option (where select passengers can delegate errands to their trusted chauffeur), and broader availability of their Chauffeur for a Day experience – ideal for events, business travel, or just pretending you’re a celebrity for the day.

Wheely has also introduced an exclusive membership programme, unlocking these elevated services along with priority support and early access to new features. Whether you’re heading to Henley or just across town, Wheely brings a level of polish that’s quietly game-changing.

It’s not about flash. It’s about finesse – and frankly, 10 years later I’m still obsessed.