Abstract: The invention relates to a new and improved tire lift/carrier featuring a reel assembly comprised of a rotatable spool formed of thin metal plates abutted one to the other in a side by side relation, a portion of which plates defines a cavity in which one end of a line is held captive, the other end of which line is adapted to extend to releasably connect to a load which places a tension on this line in use. In the preferred embodiment described the spool has a single track within which the single line in connection with the spool is constrained to wrap directly on itself. The connection of the line to the spool is such that the spool may be rotated in either of opposite directions and in either case the line will wrap smoothly on itself. In the preferred embodiment illustrated the spool has a press fit gear through the medium of which it is driven in either of its opposite directions of rotation.