Herc Rentals
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.
- Company typePublic
- Founded1965
- HeadquartersBonita Springs, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
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.
Herc Rentals firmographics
Firmographics- 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
Herc Rentals industry classification
Industry- 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
Where Herc Rentals is headquartered
LocationHeadquarters
- HQ city
- Bonita Springs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Herc Rentals business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- Used Equipment Sales: Sale of pre-owned rental equipment through dedicated used equipment platform (used.hercrentals.com) with warranty protection plans.
- Safety Training Services: Safety training courses for operators, managers, and supervisors, delivered through dedicated training platform (safetytraining.hercrentals.com).
- Rental Protection Plan: Optional protection plan providing peace of mind against theft and damages, offered as add-on to equipment rentals.
- Herc Plus Membership Program: National elite support program offering enhanced services and benefits for commercial accounts requiring coordinated multi-location service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Variable pricing based on equipment type, duration, and volume |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Herc Rentals product offering
Product offeringCore 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
Companies that use Herc Rentals
Customer profileNamed customers5 records
Segments8 records
Ideal customer profiles4 records
Herc Rentals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Herc Rentals partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Universal Technical Institute (UTI)coreUTI 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, LLCminorFacilitated Herc Rentals' acquisition of Industrial Rental & Sales, LLC (Guntersville, Alabama). Provided advisory services for the transaction.
- Catalyst Strategic AdvisorsminorAdvised 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 LLPminorAdvised 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
Herc Rentals competitors and assessment
Company assessmentEmerging 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
Herc Rentals social profiles
Digital presenceHerc Rentals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Herc Rentals leadership team
Management profileNumber of profiles
Profiles7 records
Herc Rentals subsidiaries and ownership
Company hierarchySubsidiaries6 records
Herc Rentals funding detail
Funding detailFunding overview
Funding rounds3 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Herc Rentals M&A and investment
M&A and investmentM&A9 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Herc Rentals
What does Herc Rentals do?
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.
Is Herc Rentals a public or private company?
Herc Rentals is a public company. It is classified as public and is currently operating.
When was Herc Rentals founded?
Herc Rentals was founded in 1965. It employs 5,001 to 10,000 people.
Where is Herc Rentals based?
Herc Rentals is headquartered in Bonita Springs, United States, in the North America region.
How does Herc Rentals make money?
Five revenue lines are on record. Equipment Rental is the primary driver. The others are used Equipment Sales, safety Training Services, rental Protection Plan and herc Plus Membership Program.
Who are Herc Rentals's main competitors?
Emerging players on record are EquipmentShare, BrandSafway and WillScot Mobile Mini. Broad incumbents are United Rentals and Ashtead Group (Sunbelt parent). Direct peers are H&E Equipment Services, Sunbelt Rentals and Sunstate Equipment. Caterpillar (CAT) is listed as an others. Kennards Hire is listed as a regional player.
Does Herc Rentals have an API?
No public API is recorded for Herc Rentals.
What industry is Herc Rentals in?
Herc Rentals's product category is Equipment Rental Services. Its primary akta.pro industry code is TLABAFAH, Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers), with a secondary code of TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks). Its NAICS code is 532412 and its SIC code is 7350.