Rasheed Behrooznia joins Daxko as President and COO to lead its next phase of AI-first growth
Birmingham, United States - September 12, 2026 / Daxko /
Daxko, the leading global integrated software and payments provider to the health and wellness industry, has named technology veteran Rasheed Behrooznia as President and Chief Operating Officer — marking a new era of leadership as the company accelerates its AI-first strategy and global expansion.
In his new role, Behrooznia will drive operational excellence, accelerate product innovation, and lead Daxko's next phase of scale, performance, and execution. He will oversee a broad set of mission-critical functions, including product, technology, payments, implementation services, client success, business operations, and people teams — with significant influence on overall business performance.
"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 arrives at a pivotal inflection point for Daxko. The company recently declared its shift to an AI-first strategy, embedding artificial intelligence into the foundation of its platform architecture, operating model, and partner ecosystem to modernize health and fitness club operations and member experiences across 19,000+ facilities in 68 countries.
With AI's outsized impact on the industry — combined with macro and microtrends reshaping health and wellness — improved operational execution, product velocity, and cross-functional alignment are central to Daxko's continued growth. Behrooznia's background makes him uniquely suited to lead that charge.
"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 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 significant growth and operational transformation. Previously, he served as Vice President at Cubic Transportation Systems and held engineering leadership roles at Lockheed Martin — giving him a proven track record of building and scaling complex, high-stakes 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
Behrooznia's appointment follows a period of significant momentum for Daxko. Earlier this year, the company completed the acquisition of FitnessForce — a modern, API-first membership management platform purpose-built for multi-location, franchise, and international fitness operators across 12 countries on three continents. The acquisition marks Daxko's entrance onto the global health and fitness stage and broadens a portfolio that now serves every type of fitness and community wellness organization, from boutique studios to large franchise systems.
Combined with the company's AI-first platform declaration, Daxko's full product lineup now includes purpose-built solutions for nonprofit community centers, health clubs, boutique studios, martial arts, global franchise operators, and independent fitness professionals — all backed by shared investments in enterprise-grade security, payments, data, marketing automation, and AI.
Behrooznia's mandate is clear: translate that momentum into operational excellence and product velocity at scale, ensuring Daxko continues to earn the trust of the operators and communities it serves 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
Contact Information:
Daxko
600 University Park Place, Suite 500
Birmingham, Alabama 35209
United States
Kalli DeWeese
+1-800-478-6020
https://www.daxko.com