Herc Holdings, Inc. has 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.”