The temperature of rubber or rubber-metal springs increases under cyclic loading, due to hysteresis losses and low rubber thermal conductivity. Hysteresis losses correspond to energy dissipation from the rubber, which is primarily converted into heat. This well-known phenomenon, called heat build-up, is the primary reason for rubber aging. Increase in temperature within the rubber compound leads to degradation of its physical and chemical properties, increase in stiffness and loss of damping capability. This paper presents a novel procedure of heat generation prediction in rubber or rubber-metal springs. The procedure encompasses the prediction of hysteresis loss, i. e. dissipated energy within the rubber, by finite element analysis and application of a modern visco-plastic rubber constitutive model. The obtained dissipated energy was used as an input for transient thermal analysis. Verification of the proposed procedure was performed by comparison of simulation results with experimentally obtained data during the dynamic loading of the rubber specimen. The proposed procedure is highly computationally efficient and it enables time integration, which can be problematic in coupled mechanical thermal analysis. [Projekat Ministarstva nauke Republike Srbije, br. TR35005: Research and Development of New Generation of Wind Turbines of High Energy Efficiency