An apparatus is shown for installing a pulling a submersible pump from a well bore where the pump is supported on a length of flexible tubing. The apparatus has a pivot frame located on a transportable base frame. A take up reel for the flexible tubing is also supported on the pivot frame by a pair of pivoting support arms. The take up reel is centered over the well bore by pivoting the reel on the support arms between a collapsed and a vertical work position. The reel can be further centered by pivoting the pivot frame in a horizontal plane relative to the base frame.