Herc Holdings Inc. Announces Promotion of Aaron Birnbaum to President
BONITA SPRINGS, Fla.–(BUSINESS WIRE)–
Herc Holdings, Inc. (NYSE: HRI) (“Herc Holdings” or “the Company”), one of North America’s leading equipment rental suppliers operating through Herc Rentals Inc., today announced that Aaron Birnbaum, most recently senior vice president and chief operating officer, has been promoted to president, effective Jan. 1, 2026. In his expanded role, Birnbaum will assume broader responsibility while continuing to lead the Company’s operational strategy as well as its integration plan.
Herc Rentals Chief Executive Officer Larry Silber, who previously also served as president, will continue in his role as CEO and as a member of the Company’s Board of Directors. The transition of the president role to Birnbaum aligns with the Company’s succession plan.
Birnbaum has more than 35 years of experience in the equipment rental industry — all with Herc Rentals Inc. and its predecessor business. He has served as chief operating officer since Jan. 2020, overseeing all of the Company’s operations, including sales, fleet and safety activities, as well as direct and indirect procurement, marketing, and customer care functions.
Throughout his career with Herc Rentals, Birnbaum has led operational activities in all geographic zones of the Company’s business. He has also held leadership responsibilities related to the Company’s strategic planning, operational execution and M&A activities. Birnbaum will continue to lead the Company’s regional and specialty teams, building a solid foundation for long-term success.
“Aaron is a proven leader who has been instrumental in strengthening our execution, elevating our service culture, and driving sustained, profitable growth across our network,” said Silber. “His decades-long commitment to Herc, extensive expertise across every part of our business, and deep knowledge of our markets and customers’ needs make him exceptionally well-suited for this next step. I am confident that Aaron’s expanded leadership will strongly position us for the future.”
About Herc Holdings Inc.
Founded in 1965, Herc Holdings Inc., which operates through its Herc Rentals Inc. subsidiary, is a full-line rental supplier and, with the recent acquisition of H&E Equipment Services, we have 612 locations across North America and 2024 pro forma total revenues were approximately $5.1 billion. We offer products and services aimed at helping customers work more efficiently, effectively, and safely. Our classic fleet includes aerial, earthmoving, material handling, trucks and trailers, air compressors, compaction, and lighting equipment. Our ProSolutions® offering includes industry-specific, solutions-based services in tandem with power generation, climate control, remediation and restoration, pumps, and trench shoring equipment as well as our ProContractor professional grade tools. We employ approximately 9,900 employees, who equip our customers and communities to build a brighter future. Learn more at www.HercRentals.com and follow us on Instagram, Facebook and LinkedIn.
All references to “Herc Holdings” or the “Company” in this press release refer to Herc Holdings Inc. and its subsidiaries, unless otherwise indicated.
Forward-Looking Statements
This press release includes forward-looking statements within the meaning of Section 21E of the Securities Exchange Act, as amended, and the Private Securities Litigation Reform Act of 1995. Forward-looking statements are generally identified by the words “estimates,” “expects,” “anticipates,” “projects,” “plans,” “intends,” “believes,” “forecasts,” “looks,” and future or conditional verbs, such as “will,” “should,” “could” or “may,” as well as variations of such words or similar expressions. All forward-looking statements are based upon our current expectations and various assumptions and there can be no assurance that our current expectations will be achieved. You should not place undue reliance on the forward-looking statements. They are subject to future events, risks and uncertainties – many of which are beyond our control – as well as potentially inaccurate assumptions, that could cause actual results to differ materially from those in the forward-looking statements. Factors that could cause actual results to differ materially from those projected include, but are not limited to, the following: (1) the cyclical nature of our industry and our dependence on the levels of capital investment and maintenance expenditures by our customers; (2) the competitiveness of our industry, including the potential downward pricing pressures or the inability to increase prices; (3) our dependence on relationships with key suppliers; (4) our heavy reliance on communication networks, centralized information technology systems and third party technology and services and our ability to maintain, upgrade or replace our information technology systems; (5) our ability to respond adequately to changes in technology and customer demands; (6) our ability to attract and retain key management, sales and trades talent; (7) our rental fleet is subject to residual value risk upon disposition; (8) the impact of climate change and the legal and regulatory responses to such change; (9) our ability to execute our strategy to grow through strategic transactions; (10) our significant indebtedness; and (11) our ability to integrate the acquisition of H&E Equipment Services, Inc. into our business and our ability to realize all the anticipated benefits of the transaction. Further information on the risks that may affect our business is included in filings we make with the Securities and Exchange Commission from time to time, including our most recent annual report on Form 10-K, subsequent quarterly reports on Form 10-Q, and in our other SEC filings. We undertake no obligation to update or revise forward-looking statements that have been made to reflect events or circumstances that arise after the date made or to reflect the occurrence of unanticipated events.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251124321465/en/
Leslie Hunziker
Senior Vice President,
Investor Relations, Communications & Sustainability
[email protected]
239-301-1675
KEYWORDS: Florida United States North America
INDUSTRY KEYWORDS: Construction & Property Automotive Machinery Trucking General Automotive Other Construction & Property Transport Manufacturing
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