Rasheed Behrooznia Joins Daxko as President and Chief Operating Officer
Posted: September 9, 2026 in Suppliers
Daxko
BIRMINGHAM, AL – Daxko, a leading global integrated software and payments provider to the health and wellness industry, announces technology veteran Rasheed Behrooznia has been named President and Chief Operating Officer. In his new role, Behrooznia will drive operational excellence, accelerate product innovation and drive Daxko’s next phase of scale, performance and execution.
“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, 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.”
Behrooznia will oversee a broad-set of mission-critical functions, including Daxko’s product, technology, payments, implementation services, client success, business operations, and people teams, with significant influence on overall business performance.
“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.
The addition of Behrooznia to Daxko’s leadership team comes as the company publicly announced 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. AI’s outsized impact on the industry, combined with other macro- and microtrends that are redefining health and wellness, mean improved operational execution, product velocity, and cross-functional alignment are key to unlocking further growth for Daxko.
It also comes as Daxko announced its recent acquisition of FitnessForce, marking the company’s entrance to the global health and fitness stage.
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 was Vice President at Cubic Transportation Systems and held engineering leadership roles at Lockheed Martin. Behrooznia earned a Bachelor of Science in Electrical Engineering and minor in Computer Science from The University of San Diego, and a master’s degree in systems engineering from The George Washington University.
