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Herc Rentals To Appoint New CEO on January 1, 2027

The leadership change will see current president Aaron Birnbaum take the helm, signaling potential operational shifts.

Updated on Oct. 26, 2026 in People

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Herc Rentals will appoint current president Aaron Birnbaum as chief executive officer on January 1, 2027, succeeding long-term leader Larry Silber. AI Illustration. Upload story photo >

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Herc Rentals will transition leadership to current president Aaron Birnbaum on January 1, 2027. He will succeed long-term CEO Larry Silber, who will move to the role of executive chairman.

Why it matters

The change follows a tenure marked by the company's 2016 spinoff and subsequent growth, including the acquisition of H&E Equipment Services. This succession marks a transition to an internal leader with over 35 years of tenure as the firm continues to navigate its independent public operations.

Larry Silber will conclude an 11-year term as CEO, while incoming CEO Aaron Birnbaum brings 35 years of company tenure to the position. Birnbaum previously served as COO for nearly six years before his 2026 promotion to president.

The players

Herc Rentals

A publicly traded equipment rental provider that operates as an independent company following a 2016 spinoff.

Aaron Birnbaum

The current president of Herc Rentals with over 35 years of experience at the firm and its predecessor companies.

Larry Silber

The outgoing CEO of Herc Rentals who has led the company since 2015 and will move to an executive chairman role.

Michael Kelly

A member of the board of directors who is transitioning into the role of lead independent director.

Patrick Campbell

An independent director on the board who will continue to serve as the chairman of the audit committee.

The details

The board-led transition promotes an internal executive to maintain operational continuity at the equipment rental firm. Birnbaum will join the board of directors upon assuming the CEO title, while Silber shifts to executive chairman to provide advisory oversight. Independent director roles are also rotating, with Michael Kelly stepping in as lead independent director while Patrick Campbell continues chairing the audit committee.

Timeline

  1. 2015: Larry Silber began his tenure as CEO of Herc Rentals.

  2. 2016: The company completed its spinoff to become an independent public entity.

  3. January 2026: Aaron Birnbaum was promoted to president of Herc Rentals.

  4. January 1, 2027: Aaron Birnbaum will officially succeed Larry Silber as CEO.

Market Landscape

This leadership transition follows the decade of growth initiated by the 2016 spinoff of Herc Rentals. The move signals a shift to long-tenured internal leadership to sustain the company's scale following its expansion and acquisition of H&E Equipment Services.

Operators should monitor whether the incoming leadership maintains the current acquisition strategy or shifts toward internal cost-optimization. Watch for updated investor filings in early 2027 for insights into how these management changes influence the company's competitive equipment pricing.

The takeaway

Management successions are critical windows to assess potential shifts in procurement and equipment availability. Monitor subsequent quarterly guidance for indications of whether the new leadership prioritizes aggressive expansion or operational consolidation.

What happens next

The transition for both the CEO and the new lead independent director will take effect on January 1, 2027.

Further reading

For more on industry leadership trends, visit the People section.

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Is long-term leadership stability generally better for a company's success than frequent management changes?