I spent a day training to be a chauffeur for the rich and famous with a luxury ride-hailing app. I learned about the importance of the correct kind of socks, and why to wear a clip-on tie.

Pete SymeAug 20, 2023, 16:18 IST

A Wheely chauffeur and Peter Curley, lead trainer, and Insider's Pete Syme.The Chauffeur Academy, Courtesy of Wheely; Pete Syme/Insider

I spent a day at the Chauffeur Academy for luxury ride-hailing app Wheely.
There were lots of rules to follow, like keeping cars to showroom standard and the extensive dress code.

Wheely is a luxury ride-hailing app geared towards wealthy clients who want a polite and besuited chauffeur. It says it competes more with private chauffeur services rather than the likes of Uber, and many customers use business accounts — like bankers and casino VIPs.

Pete Syme/Insider

Wheely is a luxury ride-hailing app geared towards wealthy clients who want a polite and besuited chauffeur. It says it competes more with private chauffeur services rather than the likes of Uber, and many customers use business accounts — like bankers and casino VIPs.

The chauffeurs have to sign NDAs to protect their passengers' privacy, and they can only drive Mercedes E, S, or V-Class which are never more than 4-years-old.

The Chauffeur Academy, Courtesy of Wheely

I spent a day at The Wheely Academy, experiencing a condensed version of its three-day chauffeur training which is necessary to be onboarded to the app. Only one in eight successfully make it through the whole program.

Pete Syme/Insider

I spent a day at The Wheely Academy, experiencing a condensed version of its three-day chauffeur training which is necessary to be onboarded to the app. Only one in eight successfully make it through the whole program.

It's based in west London's beautiful Syon Park, a 200-acre garden owned by the Duke of Northumberland, and part of his family since 1594.

Pete Syme/Insider

Wheely's refurbished barn isn't the most attractive building from the outside, going unnoticed by nearby tourists visiting the park and Syon House.

Pete Syme/Insider

But it's much prettier inside, and its unassuming exterior is ideal for privacy.

Pete Syme/Insider

My day started in front of a camera for the app's chauffeur profile— but I wouldn't know whether I'd successfully made it onto the app until I took an exam at the end of the day.

The Chauffeur Academy, Courtesy of Wheely

My day started in front of a camera for the app's chauffeur profile— but I wouldn't know whether I'd successfully made it onto the app until I took an exam at the end of the day.

Most of my time took place in this classroom, where a chauffeur's first day typically lasts from 9:30 a.m. to 5:30 p.m. as they learn how to fulfill Wheely's luxury values — described as a mix of "Swiss privacy and British prestige hospitality."

Pete Syme/Insider

Most of my time took place in this classroom, where a chauffeur's first day typically lasts from 9:30 a.m. to 5:30 p.m. as they learn how to fulfill Wheely's luxury values — described as a mix of "Swiss privacy and British prestige hospitality."

There were ten chauffeurs in the classroom with me. A few were former Uber drivers, while a couple had been sent back to the Academy to brush up on their skills. Sometimes they'd introduce themselves as a "driver" before being corrected that chauffeuring is more elite than that.

Pete Syme/Insider

There were ten chauffeurs in the classroom with me. A few were former Uber drivers, while a couple had been sent back to the Academy to brush up on their skills. Sometimes they'd introduce themselves as a "driver" before being corrected that chauffeuring is more elite than that.

Spending eight hours in a classroom doesn't sound super exciting, but the charisma of Ricky Miller, lead trainer at Wheely's academy, kept me hooked. He spent 25 years in the Royal Marines, and worked as a close protection officer in Hollywood before joining Wheely.

Pete Syme/Insider

Spending eight hours in a classroom doesn't sound super exciting, but the charisma of Ricky Miller, lead trainer at Wheely's academy, kept me hooked. He spent 25 years in the Royal Marines, and worked as a close protection officer in Hollywood before joining Wheely.

To provide a luxury service, Wheely developed a 30-point plan inspired by 5-star hotels with the help of Forbes — which also sends inspectors to assess chauffeurs.

The Chauffeur Academy, Courtesy of Wheely

To provide a luxury service, Wheely developed a 30-point plan inspired by 5-star hotels with the help of Forbes — which also sends inspectors to assess chauffeurs.

It includes a very smart dress code of a dark suit and tie, which took over an hour to explore in depth...

Pete Syme/Insider

...Male chauffeurs can only wear black, polishable Oxford or Derby shoes, a white non-patterned shirt (French cuffs preferred), and Ricky said it was important to know your collar size to ensure you can do up your top button. With no stone left unturned, it made me think of military rules.

Pete Syme/Insider

...Male chauffeurs can only wear black, polishable Oxford or Derby shoes, a white non-patterned shirt (French cuffs preferred), and Ricky said it was important to know your collar size to ensure you can do up your top button. With no stone left unturned, it made me think of military rules.

Wheely also recommends a clip-on tie, which may be less formal but — like in the security industry — is convenient if you're involved in a scuffle because it means an attacker can't use it to grab or choke you.

Pete Syme/Insider

Wheely also recommends a clip-on tie, which may be less formal but — like in the security industry — is convenient if you're involved in a scuffle because it means an attacker can't use it to grab or choke you.

Then we paired off to assess each other's suits and point out any flaws. If a chauffeur-in-training shows up for their second day at the academy without the proper dress code — even as minor as wearing brogue shoes or ankle socks — they'll be sent home.

Pete Syme/Insider

Then we paired off to assess each other's suits and point out any flaws. If a chauffeur-in-training shows up for their second day at the academy without the proper dress code — even as minor as wearing brogue shoes or ankle socks — they'll be sent home.

And we watched some YouTube videos on facial expressions and body language, so chauffeurs can gauge if they're annoying their passengers or providing enjoyable conversation.

Pete Syme/Insider

And we watched some YouTube videos on facial expressions and body language, so chauffeurs can gauge if they're annoying their passengers or providing enjoyable conversation.

Ricky also told us to write down a list of word-swaps. Greetings are always like "good morning, sir," and affirmatives are "certainly" instead of "yeah." Chauffeurs are taught not to say no to a request, so if something's impossible, they'll instead politely suggest alternatives — like pulling over so a passenger can smoke because it's illegal to do so in the vehicle.

The Chauffeur Academy, Courtesy of Wheely

Ricky also told us to write down a list of word-swaps. Greetings are always like "good morning, sir," and affirmatives are "certainly" instead of "yeah." Chauffeurs are taught not to say no to a request, so if something's impossible, they'll instead politely suggest alternatives — like pulling over so a passenger can smoke because it's illegal to do so in the vehicle.

Here's Ricky guiding some of the chauffeurs through a practice exercise of "passing the ball" — redirecting questions to the passenger so they don't spend too much time talking about themselves.

Pete Syme/Insider

Here's Ricky guiding some of the chauffeurs through a practice exercise of "passing the ball" — redirecting questions to the passenger so they don't spend too much time talking about themselves.

There's also plenty of rules for how to arrange the car. One iPhone and one USB-C cable tucked into the seat pockets, a water bottle in each side ...

Pete Syme/Insider

...the passenger seat pushed forward, the center armrest always down, and no mints or sweets. Ricky also advised if you're followed by paparazzi, let the passenger know but don't speed up because that creates the risk of a crash.

Pete Syme/Insider

...the passenger seat pushed forward, the center armrest always down, and no mints or sweets. Ricky also advised if you're followed by paparazzi, let the passenger know but don't speed up because that creates the risk of a crash.

There was a lot to keep track of: only Evian or Fiji water because they're the highest quality. Umbrellas can't have logos and must be black or Wheely yellow. Plus a list of cleaning supplies to keep in the trunk.

Pete Syme/Insider

There was a lot to keep track of: only Evian or Fiji water because they're the highest quality. Umbrellas can't have logos and must be black or Wheely yellow. Plus a list of cleaning supplies to keep in the trunk.

Day 2 of the academy training involves an inspection of the chauffeur's vehicles and a practice journey. I followed Peter Curley, lead trainer, to see how that works.

The Chauffeur Academy, Courtesy of Wheely

Wheely says all cars must be kept to showroom standard. Peter was thorough in his walk around the vehicle, pointing out any flaws that might go missed by an untrained eye ...

Pete Syme/Insider

Wheely says all cars must be kept to showroom standard. Peter was thorough in his walk around the vehicle, pointing out any flaws that might go missed by an untrained eye ...

... like some watermarks on the wheel. Peter told this chauffeur that his exhaust pipe trim needed a clean as well.

Pete Syme/Insider

Peter and I got in the back for a practice journey, and I was impressed by an especially smooth ride over the parking lot's speed bumps — although even the experienced chauffeur wasn't 100% on point with his diction.

The Chauffeur Academy, Courtesy of Wheely

Peter and I got in the back for a practice journey, and I was impressed by an especially smooth ride over the parking lot's speed bumps — although even the experienced chauffeur wasn't 100% on point with his diction.

After finally seeing a car in action, it was time for me to see how much I could remember by taking the Wheely exam. It's usually 60 questions but I hadn't covered everything in one day so I had to answer 55.

Pete Syme/Insider

After finally seeing a car in action, it was time for me to see how much I could remember by taking the Wheely exam. It's usually 60 questions but I hadn't covered everything in one day so I had to answer 55.

After a bit of uncertainty and much double-checking, I only got two wrong and was awarded with an honorary certificate, as well as the Wheely pocket square and pin!

Pete Syme/Insider

Then the folks at Wheely set me up with a chauffeur account so I could see how I'd appear on the app.

Pete Syme/Insider

As I returned home, I realized I'd forgotten my iPhone charger at the Academy — but Wheely sent it to my apartment the next morning via its lost and found service. "Good morning, sir," the chauffeur greeted me, before handing over this gift bag with my charger neatly wrapped in tissue paper.

Pete Syme/Insider

As I returned home, I realized I'd forgotten my iPhone charger at the Academy — but Wheely sent it to my apartment the next morning via its lost and found service. "Good morning, sir," the chauffeur greeted me, before handing over this gift bag with my charger neatly wrapped in tissue paper.

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I spent a day training to be a chauffeur for the rich and famous with a luxury ride-hailing app. I learned about the importance of the correct kind of socks, and why to wear a clip-on tie.

Wheely is a luxury ride-hailing app geared towards wealthy clients who want a polite and besuited chauffeur. It says it competes more with private chauffeur services rather than the likes of Uber, and many customers use business accounts — like bankers and casino VIPs.

The chauffeurs have to sign NDAs to protect their passengers' privacy, and they can only drive Mercedes E, S, or V-Class which are never more than 4-years-old.

I spent a day at The Wheely Academy, experiencing a condensed version of its three-day chauffeur training which is necessary to be onboarded to the app. Only one in eight successfully make it through the whole program.

It's based in west London's beautiful Syon Park, a 200-acre garden owned by the Duke of Northumberland, and part of his family since 1594.

Wheely's refurbished barn isn't the most attractive building from the outside, going unnoticed by nearby tourists visiting the park and Syon House.

But it's much prettier inside, and its unassuming exterior is ideal for privacy.

My day started in front of a camera for the app's chauffeur profile— but I wouldn't know whether I'd successfully made it onto the app until I took an exam at the end of the day.

Most of my time took place in this classroom, where a chauffeur's first day typically lasts from 9:30 a.m. to 5:30 p.m. as they learn how to fulfill Wheely's luxury values — described as a mix of "Swiss privacy and British prestige hospitality."

There were ten chauffeurs in the classroom with me. A few were former Uber drivers, while a couple had been sent back to the Academy to brush up on their skills. Sometimes they'd introduce themselves as a "driver" before being corrected that chauffeuring is more elite than that.

Spending eight hours in a classroom doesn't sound super exciting, but the charisma of Ricky Miller, lead trainer at Wheely's academy, kept me hooked. He spent 25 years in the Royal Marines, and worked as a close protection officer in Hollywood before joining Wheely.

To provide a luxury service, Wheely developed a 30-point plan inspired by 5-star hotels with the help of Forbes — which also sends inspectors to assess chauffeurs.

It includes a very smart dress code of a dark suit and tie, which took over an hour to explore in depth...

...Male chauffeurs can only wear black, polishable Oxford or Derby shoes, a white non-patterned shirt (French cuffs preferred), and Ricky said it was important to know your collar size to ensure you can do up your top button. With no stone left unturned, it made me think of military rules.

Wheely also recommends a clip-on tie, which may be less formal but — like in the security industry — is convenient if you're involved in a scuffle because it means an attacker can't use it to grab or choke you.

Then we paired off to assess each other's suits and point out any flaws. If a chauffeur-in-training shows up for their second day at the academy without the proper dress code — even as minor as wearing brogue shoes or ankle socks — they'll be sent home.

And we watched some YouTube videos on facial expressions and body language, so chauffeurs can gauge if they're annoying their passengers or providing enjoyable conversation.

Here's Ricky guiding some of the chauffeurs through a practice exercise of "passing the ball" — redirecting questions to the passenger so they don't spend too much time talking about themselves.

There's also plenty of rules for how to arrange the car. One iPhone and one USB-C cable tucked into the seat pockets, a water bottle in each side ...

...the passenger seat pushed forward, the center armrest always down, and no mints or sweets. Ricky also advised if you're followed by paparazzi, let the passenger know but don't speed up because that creates the risk of a crash.

There was a lot to keep track of: only Evian or Fiji water because they're the highest quality. Umbrellas can't have logos and must be black or Wheely yellow. Plus a list of cleaning supplies to keep in the trunk.

Day 2 of the academy training involves an inspection of the chauffeur's vehicles and a practice journey. I followed Peter Curley, lead trainer, to see how that works.

Wheely says all cars must be kept to showroom standard. Peter was thorough in his walk around the vehicle, pointing out any flaws that might go missed by an untrained eye ...

... like some watermarks on the wheel. Peter told this chauffeur that his exhaust pipe trim needed a clean as well.

Peter and I got in the back for a practice journey, and I was impressed by an especially smooth ride over the parking lot's speed bumps — although even the experienced chauffeur wasn't 100% on point with his diction.

After finally seeing a car in action, it was time for me to see how much I could remember by taking the Wheely exam. It's usually 60 questions but I hadn't covered everything in one day so I had to answer 55.

After a bit of uncertainty and much double-checking, I only got two wrong and was awarded with an honorary certificate, as well as the Wheely pocket square and pin!

Then the folks at Wheely set me up with a chauffeur account so I could see how I'd appear on the app.

As I returned home, I realized I'd forgotten my iPhone charger at the Academy — but Wheely sent it to my apartment the next morning via its lost and found service. "Good morning, sir," the chauffeur greeted me, before handing over this gift bag with my charger neatly wrapped in tissue paper.