Daxko Names New CEO, Plans Expansion Into Adjacent Markets

The software and payment solutions provider has tapped the co-founder of subsidiary brand Club Automation as it embarks on a new growth phase

Daxko, a leading software and integrated payments solution provider for the health, fitness and wellness space, has named Jeff VanDixhorn its new CEO, signaling its next chapter, including a planned expansion into “adjacent markets.”

VanDixhorn, co-founder and former CEO of Club Automation , will lead Daxko’s innovation and growth. He brings 25 years of leadership experience, including the role of club operator, expanding from a single club in 1995 to multi-purpose fitness and racquet sports facilities in Illinois, Indiana and Wisconsin.

“Jeff’s expertise in the health and wellness sector, both as an operator and a software leader, is unmatched,” Travis Pearson and Eli Weiss, co-chairs of Daxko’s board of directors, said in a joint statement. “His leadership, proven track record in building teams and growing businesses and deep customer-centric approach make him the perfect fit to lead Daxko into its next phase of growth.”

Since its inception in 1998, Daxko has grown to serve 40% of member-based health and wellness organizations and has made numerous strategic acquisitions, including Motionsoft, CSI, ReClique, Zen Planner and SugarWOD. The company acquired Club Automation in 2018, at which point VanDixhorn served as Daxko’s chief revenue officer until 2022 before serving on the board of directors.

Reflecting on his many years in the health and fitness industry, VanDixhorn noted that he’s seen the transformative power of life-changing software firsthand.

“At Daxko, our core values are founded on community, and as CEO, I’m committed to strengthening our ties, enhancing our legacy and fostering deeper partnerships,” he said. “With our broad market reach, there’s significant growth potential. I’m dedicated to positioning Daxko to better serve our communities and to expand into adjacent markets.”

Last fall, Daxko partnered with Epifany , a custom online survey builder that helps businesses gather high-quality customer data and feedback. The member-enhancing solution was integrated with Club Automation and allows fitness brands to create tailored questions that target new clients, trial members or lapsed members — all in an effort to receive actionable insights and drive business.

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