Sherman brings more than two decades of commercial leadership across the live events, sports and entertainment, hospitality, and B2B services industries.

PENNSAUKEN, N.J. (Aug. 17, 2026) — AFR, a portfolio company of One Rock Capital Partners, has appointed Dan Sherman as Chief Revenue Officer. The appointment continues AFR's investment in senior leadership as the company builds on the momentum of its recent partnership with One Rock.

Sherman will lead revenue growth and go-to-market strategy across AFR's four business segments: special events, trade shows, residential, and commercial. His responsibilities include leading the national sales organization, driving revenue expansion, deepening enterprise partnerships, and elevating the AFR brand as the nation's leading rental platform serving these markets.

"Dan brings a rare combination of a builder's mindset, entrepreneurial instinct, and deep industry relationships," said John Haener, Chief Executive Officer of AFR. "His track record of leading high-performing teams and scaling revenue in complex environments makes him uniquely suited to help us capitalize on the opportunity in front of us. As we continue to invest in the business, his leadership will accelerate our momentum in every segment."

Sherman joins AFR from TMS, where he served as Executive Vice President of Business Development. He has also held senior roles at Freeman and Pinnacle Live. Earlier in his career, Sherman founded and successfully exited multiple businesses in the meetings and events industry, including ventures in group business travel technology and sourcing, event sustainability reporting, and consulting services. This blend of founder instinct and operating experience gives him a firsthand understanding of the client relationships that drive AFR's business.

"Few companies bring together what AFR has: a fifty-year foundation built by generations of tenured team members, local branches in every major market, and one of the industry's strongest reputations for service excellence," Sherman said. "I've spent my career working alongside the clients AFR serves, and I've seen firsthand what a difference the right partner makes on-site. With John's leadership and One Rock's support, AFR is well positioned to build on its strengths and expand its role as the nation's leading rental platform for events, trade shows, sports and entertainment, hospitality, and beyond. I'm honored to join the team and look forward to the work ahead."

About AFR

Headquartered in Pennsauken, New Jersey, AFR is a leading national furniture rental company. Founded in 1975, AFR delivers award-winning, turnkey furniture rental solutions for special events and trade shows, residential living, home staging, and commercial environments. With a national network of strategic locations across the United States, AFR combines a broad inventory with thoughtful design and a commitment to service excellence.

Learn more and explore the full inventory at rentfurniture.com.

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