The Origin Story of American AF Dumpsters
In the heart of Dallas, Texas, Josh Roman built a career that revolved around luxury and celebration. As the founder of Heaven on Wheels, a limousine service that provided some of the most exotic and unique limos in the city, he spent over a decade making people’s special moments unforgettable. But in 2020, like many small business owners, Josh found himself staring down an uncertain future. The COVID-19 pandemic hit hard, and as the world came to a screeching halt, so did the need for limousines. Weddings, proms, and celebrations were canceled, and the thriving business he had worked so hard to build faced an existential crisis.
At a crossroads, Josh could have given up. Instead, he turned to what makes America great: resilience, innovation, and the ability to pivot in the face of adversity. He asked himself, “If I can transport people, why can’t I transport waste?” And with that realization, American AF Dumpsters was born.
Taking the Leap Into Waste Management
Starting a new business is tough—starting one in the middle of a global crisis is even tougher. But Josh knew that challenges are just opportunities in disguise. He took a bold risk, investing in a 14-foot cargo trailer, determined to make it work. With nothing but grit and an idea, he listed his new dumpster rental service on Craigslist.
Three hours later, the first customer called.
From that moment, the wheels of American AF Dumpsters were in motion. Josh quickly learned that the dumpster business was about more than just hauling away junk—it was about helping people reclaim their spaces, manage projects, and dispose of waste responsibly. What started as a single trailer quickly grew into a fleet of roll-off dumpsters, ranging from 15 to 30 yards, serving both residential and commercial clients across the Dallas-Fort Worth area. (Learn more about our dumpster services here.)
The Shift Toward Sustainability
As the business grew, so did Josh’s awareness of the sheer amount of waste being thrown into landfills—much of it needlessly. He saw an opportunity not just to run a profitable company but to make a lasting impact. American AF Dumpsters shifted its focus toward sustainability, ensuring that materials like scrap metal, concrete, appliances, and wood were recycled, repurposed, or donated whenever possible.
Josh believes that sustainability isn’t a buzzword—it’s a business model. By finding ways to recycle and repurpose materials, American AF Dumpsters not only reduces waste but also helps customers save money on disposal costs. The company partners with local recycling facilities and donation centers, making sure that valuable materials find a second life instead of ending up in a landfill.
One key partnership that enables efficient recycling is with Arcosa Crushed Concrete, which has multiple locations around Dallas, making it easy for American AF Dumpsters to recycle concrete responsibly. This partnership ensures that construction waste is properly processed and repurposed rather than sent to landfills.
This focus on sustainability has also built trust with customers who want to ensure their waste is handled responsibly. Many homeowners and contractors choose American AF Dumpsters not only for their reliability but because they align with Josh’s mission of reducing unnecessary landfill waste.
Educating the Industry
Josh’s mission extends beyond his own business. Recognizing a gap in industry knowledge, he launched a YouTube channel, American AF Dumpsters, to educate other dumpster rental business owners on best practices. With over 17,000 subscribers, his channel has become a go-to resource for those looking to run a more efficient and eco-friendly operation.
Additionally, he created a Facebook community, Dumpster Rentals 101, which has grown to 12,000 members. Here, he shares insights, answers questions, and fosters a network of like-minded entrepreneurs dedicated to improving the waste management industry.
Beyond social media, Josh also attends industry events, sharing his expertise and encouraging more dumpster rental businesses to adopt sustainable practices. His influence continues to grow as he helps others recognize that being environmentally responsible is not just good ethics—it’s good business.
The Vision for the Future
Josh sees American AF Dumpsters as more than just a dumpster rental company—it’s a movement. His goal is to redefine how waste is handled, proving that sustainability and profitability can go hand in hand. By continuing to innovate and educate, he hopes to inspire a new generation of business owners to take a more responsible approach to waste management.
One of his long-term visions is to expand American AF Dumpsters beyond Dallas, bringing responsible waste management solutions to more communities. With increasing awareness about the environmental impact of waste, Josh believes that more people will demand better, greener disposal options, and he intends to lead the way.
From a limousine entrepreneur to a leader in sustainable waste disposal, Josh Roman’s journey demonstrates the power of perseverance, adaptability, and the American spirit. American AF Dumpsters isn’t just about hauling trash—it’s about giving people and businesses a fresh start. And that’s something we can all get behind.To learn more about how American AF Dumpsters is changing the industry, visit our website or follow Josh’s journey on YouTube.
