Herc Rentals

What Herc Rentals does

Herc Rentals is a North American full-line equipment rental supplier founded in 1965 and headquartered in Bonita Springs, Florida, operating as the primary subsidiary of publicly traded Herc Holdings Inc. (NYSE: HRI). The company rents construction, industrial, and commercial equipment across 20+ categories—including aerial work platforms, earthmoving, climate control, power generation, material handling, and trucks and trailers—to customers in construction, government, industrial, data center, healthcare, entertainment, utilities, and petrochemical end markets. Following the June 2025 merger with H&E Equipment Services, Herc operates 600+ branch locations across the United States and Canada with approximately 9,600 employees, making it the third-largest equipment rental company in North America.

The company's go-to-market combines enterprise field sales with dedicated account managers for large national accounts, inside sales support, and a self-service digital channel via HercRentals.com and the ProControl mobile apps (iOS and Android). ProControl is the proprietary fleet and telematics platform providing real-time equipment tracking, utilization monitoring, diagnostics, IoT-based temperature monitoring, live delivery tracking, and smart power management. Complementary offerings include the Herc Plus national account program, the Rental Protection Plan, operator safety training, the Herc Entertainment Services (HES) specialty business, and a secondary used equipment marketplace at used.hercrentals.com.

Herc generates revenue primarily through equipment rental on daily, weekly, and monthly terms (quote-based pricing, not publicly disclosed), supplemented by used equipment sales, safety training, and membership/protection plan fees. The business model is asset-heavy and capital-intensive, requiring ongoing fleet investment financed in part through senior unsecured notes offerings. Growth has been driven by an aggressive M&A strategy of 51 acquisitions over four years, complemented by organic expansion into adjacent verticals such as data centers and renewable energy.

Name

Herc Rentals

Legal name

Herc Rentals Inc.

Website

https://HercRentals.com

Company type

Public

Founded year

1965

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Herc Rentals is a North American full-line equipment rental supplier operating 600+ branches across the US and Canada, serving construction, government, industrial, data center, healthcare, and entertainment customers with a fleet managed through its ProControl telematics platform.

Ownership category

akta.pro rank

Product category

Equipment Rental Services

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Commercial and Industrial Machinery and Equipment Rental and Leasing (5324), Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (532120)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH)

akta.pro secondary industries

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Flatbed & Platform Trucks Leasing & Rental (TLABAEAC), Utility / Service Body Truck Rentals (THADAJAH)

Keywords

• Equipment rental services
• Construction equipment leasing
• Fleet management telematics
• Industrial tool rental
• Power generation rental

Headquarters

HQ city

Bonita Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Equipment Rental: Core revenue stream from renting construction, industrial, and commercial equipment on daily, weekly, and monthly basis. Includes specialty equipment for entertainment, climate control, power generation, and material handling.
2. Used Equipment Sales: Sale of pre-owned rental equipment through dedicated used equipment platform (used.hercrentals.com) with warranty protection plans.
3. Safety Training Services: Safety training courses for operators, managers, and supervisors, delivered through dedicated training platform (safetytraining.hercrentals.com).
4. Rental Protection Plan: Optional protection plan providing peace of mind against theft and damages, offered as add-on to equipment rentals.
5. Herc Plus Membership Program: National elite support program offering enhanced services and benefits for commercial accounts requiring coordinated multi-location service.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Herc Rentals is a full-line equipment rental supplier that rents construction, industrial, and commercial equipment on daily, weekly, and monthly terms through 600+ branch locations across North America. Its portfolio spans more than 20 equipment categories including aerial work platforms, earthmoving equipment, power generation, climate control, material handling, and trucks/trailers, complemented by the ProControl fleet management and telematics platform, the Herc Plus national account program, used equipment sales, and safety training services.

Product overview

Herc Rentals operates as a full-line equipment rental supplier offering a comprehensive portfolio of rental equipment organized into 23 product categories including Aerial (MEWP), Air Compressors, Climate Control, Compaction & Paving, Concrete & Masonry, Earthmoving, Electrical Contractor Tools, Energy Efficient equipment, Floor Care, Job Site Solutions, Landscaping, Lighting, Material Handling, Mechanical Trade Tools, Power Generation, Pressure Washers, ProResources, Pumps, Light Construction Tools, Trucks & Trailers, and Vacuums & Dust Control. The company provides these through a network of over 600 locations across North America. Core product offerings are complemented by the ProControl fleet management platform for telematics and account management, the Herc Plus membership program for elite national account support, Herc Entertainment Services for the entertainment industry, Safety Training services, and a Used Equipment Sales marketplace. The company recently expanded significantly through the acquisition of H&E Equipment Services (2025), becoming one of the largest equipment rental companies in North America.

Differentiator

Problem solved

Functional benefit

Brands

• Herc Plus: National elite support partner program for customers
• ProControl
• Herc Entertainment Services (HES)
• ProResources

Products and services

• ProControl Fleet Management Platform
• Aerial (MEWP) Equipment Rental
• Earthmoving Equipment Rental
• Climate Control Equipment Rental
• Power Generation Equipment Rental

Quantifiable outcome

• 22.6% revenue increase in 2025 year-over-year
• +2 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Universal Technical Institute (UTI)coreStrategic or Co-development Partner · 27 April 2026UTI Work and Learn program partnership offering Herc Rentals access to skilled technician pipeline. UTI students and alumni receive paid work experience during studies, with post-graduation benefits including up to $5,250 annually for tuition repayment, $3,000 toolbox package, and $3,000 relocation assistance. Partnership addresses financial barriers for automotive, diesel, and HVACR program students while supporting Herc Rentals' recruitment of skilled trades technicians.
• The Stansberry Firm, LLCminorOthersFacilitated Herc Rentals' acquisition of Industrial Rental & Sales, LLC (Guntersville, Alabama). Provided advisory services for the transaction.
• Catalyst Strategic AdvisorsminorOthersAdvised Herc Rentals on the acquisition of Rental Works of Maryland, serving the Maryland, Washington D.C., and Northern Virginia markets. Transaction solidified Herc Rentals' presence across North America.
• Latham & Watkins LLPminorOthersAdvised on debt financing for Herc Holdings' $3.9 billion merger with H&E Equipment Services, completed in June 2025.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• EquipmentShare: Fast-growing tech-enabled equipment rental platform combining rental fleet with proprietary T3 fleet management software. Direct competitor particularly for tech-savvy contractors; represents the digital-native disruption threat to traditional players like Herc.
• BrandSafway: Major provider of specialty rental services including scaffolding, shoring, and industrial access solutions. Comparable in serving construction/industrial end markets with specialty equipment focus, though narrower product range than Herc.
• WillScot Mobile Mini: Leading North American provider of mobile offices, modular space, and storage solutions. Adjacent rental model with similar customer base (construction, commercial, industrial) and recurring rental revenue characteristics, though focused on space rather than equipment.

Broad incumbents

• United Rentals: Largest equipment rental company in North America with significantly greater scale (~$15B revenue), directly competing across all major equipment categories and geographies. Industry leader that Herc benchmarks against for pricing and capacity decisions.
• Ashtead Group (Sunbelt parent): UK-listed parent of Sunbelt Rentals, the second-largest North American rental player. Public peer with similar M&A-driven growth strategy and provides valuation reference for equipment rental sector dynamics.

Direct peers

• H&E Equipment Services: Wholly-owned subsidiary of Herc since June 2025 merger. Previously an independent competitor focused on aerial work platforms, cranes, and earthmoving; provides historical strategic benchmark for Herc's growth-by-acquisition model.
• Sunbelt Rentals: Second-largest North American equipment rental company with comparable full-line fleet strategy and similar end-market diversification. Closest direct competitor to Herc, also named in the antitrust litigation, with overlapping branch network and customer base.
• Sunstate Equipment: Regional equipment rental company (now part of Ashtead Group) with strong presence in Sun Belt markets. Direct competitor in construction equipment rental and co-defendant in the antitrust litigation.

Others

• Caterpillar (CAT): World's largest construction equipment manufacturer and a major supplier to equipment rental fleets including Herc. While not a direct competitor (manufacturer vs. renter), Cat's dealer network and Cat Rental Store channel compete for portions of Herc's customer base.

Regional players

• Kennards Hire: Australia's largest equipment rental company, named alongside Herc among top 5 global players. Comparable in rental model and customer diversity but operates in different geography (ANZ), providing international benchmark for rental industry economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HercRentalsInc
• YouTubeyoutube.com/c/HercRentals
• Facebookfacebook.com/HercRentalsInc
• LinkedInlinkedin.com/company/4324
• Instagraminstagram.com/herc_rentals

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries6 records

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A9 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Herc Rentals