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E-mailDaxko, an integrated software and payments provider serving the health and wellness industry, has appointed technology executive Rasheed Behrooznia as President and Chief Operating Officer, signaling a new phase of leadership as the company advances its AI-first strategy and expands its global footprint.
In this role, Behrooznia will oversee operational execution, product innovation, and the company's next stage of growth and performance. His responsibilities span a broad range of functions, including product development, technology, payments, implementation services, client success, business operations, and people teams, with direct influence on overall business outcomes.
"Our leadership team has built an incredible foundation - the growth we've delivered across Nonprofit, Club, and Boutique, and the addition of FitnessForce, has us positioned for our biggest chapter yet," said Jeff VanDixhorn, CEO of Daxko. "Rasheed is exactly the leader to help us build on that momentum. Our customers run their entire operations on Daxko, so there is no room for 'good enough.' Rasheed will help us raise the bar for every market we serve, and make sure we earn our customers' trust every single day as we scale and ship at a high velocity."
Why Rasheed Behrooznia is the right leader for Daxko's AI-first era
Behrooznia's appointment comes at a significant moment for Daxko. The company recently announced its shift to an AI-first strategy, embedding artificial intelligence into its platform architecture, operating model, and partner ecosystem to modernize health and fitness club operations and member experiences across more than 19,000 facilities in 68 countries.
As AI continues to reshape the industry alongside broader shifts in health and wellness, Daxko has identified stronger operational execution, faster product delivery, and tighter cross-functional alignment as central to its continued growth. Behrooznia's background positions him to lead on each of those fronts.
"I've spent my career building software that doesn't just support the business, it is the business," said Behrooznia. "Thousands of health and wellness organizations depend on Daxko every day to run their businesses and serve their communities. The opportunity to build on that mission-critical foundation, while reimagining what's possible with AI-native software, made joining Daxko uniquely compelling and the absolute right choice for my next chapter."
A career built on scaling mission-critical technology
Prior to joining Daxko, Behrooznia served as Executive Vice President and General Manager at Illumia, where he led a large-scale technology business serving higher education institutions and drove measurable growth and operational transformation. He previously held the role of Vice President at Cubic Transportation Systems and served in engineering leadership positions at Lockheed Martin, building a track record of developing and scaling complex technology operations across multiple industries.
Behrooznia holds a Bachelor of Science in Electrical Engineering with a minor in Computer Science from the University of San Diego, and a master's degree in systems engineering from The George Washington University.
How Daxko's recent moves set the stage for Behrooznia's leadership
The appointment follows a period of notable activity for Daxko. Earlier this year, the company completed the acquisition of FitnessForce, a modern, API-first membership management platform built for multi-location, franchise, and international fitness operators across 12 countries on three continents. The acquisition marks Daxko's entry into the global health and fitness market and expands a portfolio that now covers every major segment of the fitness and community wellness space, from boutique studios to large franchise systems.
Together with the company's AI-first platform direction, Daxko's product lineup now includes purpose-built solutions for nonprofit community centers, health clubs, boutique studios, martial arts organizations, global franchise operators, and independent fitness professionals, all supported by shared investments in enterprise-grade security, payments, data, marketing automation, and AI.
Behrooznia's mandate centers on translating that momentum into operational excellence and product velocity at scale, ensuring Daxko continues to serve the operators and communities that depend on its platform worldwide.
About Daxko
Daxko provides management software and integrated payments for health, fitness, and wellness organizations. Serving more than 19,000 facilities across 68 countries, Daxko supports day-to-day operations including membership management, programs, scheduling, engagement, and financial transactions. Designed to support organizations at every stage of growth, Daxko helps nonprofits, health clubs, and boutique studios operate with clarity, security, and confidence.
Media contact:
Kalli DeWeese, Senior Manager, Corporate Communications
