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WE over Me
We take the stairs
We embrace the strength of diversity and inclusion
We are driven by an entrepreneurial spirit
We are experts in our craft
We build and deliver integrated technology, services, insights and payments that power health and wellness communities
We thrive by enabling our customers and members to thrive:
Invent the Future
Build the Future
Deliver the Future
Invest in WE Health
We believe the best way to predict the future is to invent it
We do not fear the fundamental forces changing the health and wellness business
We shape and reinvent them
Hiring, developing and retaining the best, most dedicated people
Owning the end-to-end experience
Embracing the growth mindset
Optimizing customer and corporate value with Dax Ops
Our mission is to power health and wellness throughout the world. That includes fighting for equity and justice. We are making a commitment to ourselves, our company, and the community we serve to amplify marginalized and systematically oppressed voices. Internally, Daxko is committed to improving Diversity, Equity, and Inclusion throughout the company.
Personally, we are committed to listening, learning, and taking real action towards equity and justice. Within the industry Daxko serves, we are actively exploring ways to use our breadth of solutions and data to empower industry leaders in the mission to accelerate Diversity, Equity, and Inclusion.
Ron leads our team of passionate, talented, and dedicated professionals to power health and wellness throughout the world. Prior to joining Daxko, he was president of Reynolds & Reynolds, a billion dollar a year software company, where he led a global team to focus on re-engineering their software and services portfolio into a dynamic suite of automotive retailing solutions to transform the customer experience. Ron holds a bachelor's degree from Princeton University and an MBA from Loyola College in Baltimore. Ron is actively involved in several charities including serving as Vice Chairman for the Board of Directors of a YMCA and is happily married with three children.
Winston leads all financial and administrative activities of Daxko, including financial planning and analysis, mergers and acquisitions, accounting and controls, human resources, and legal affairs. Prior to joining Daxko, Winston worked for 16 years in Harbert Management Corporation's Private Equity Group, focusing on acquisitions and divestitures of lower middle market companies across a broad range of industries. Winston began his career in accounting at Ernst & Young and later joined McKinsey & Company as a management consultant. Winston received his undergraduate degree in accounting from the University of Alabama and his MBA from Harvard University.
Wendy White is the Chief Marketing Officer of Daxko, bringing over two decades of expertise in B2B technology marketing. As the leader of end-to-end marketing, digital professional services, and channel and partnerships at Daxko, Wendy is responsible for driving the company's go-to-market engine and facilitating its continued expansion in new and existing markets. Prior to joining Daxko, Wendy spent 10 years as a CMO in fast-growing SaaS companies, including TigerConnect and Egencia, Expedia Group's corporate travel division. She also held leadership positions at world-class tech brands such as Microsoft and Intel, as well as several venture-backed startups. Her background as a veteran U.S. Army officer and graduate of the Defense Language Institute and the John F. Kennedy Special Warfare Center and School has equipped her with invaluable leadership skills and a strategic mindset. Wendy earned an MBA from the University of California at Davis- Graduate School of Management and a BA from the University of California at Berkeley.
As the Chief Revenue Officer of Daxko, Rudy Nieto brings over two decades of experience in driving business growth, maximizing revenue streams, and developing successful sales and business development strategies. With a proven track record of success as a top-level sales and business development leader, Rudy is responsible for developing and executing the strategic plan for boosting revenue streams and driving business growth across all customer segments. Prior to joining Daxko, Rudy spent 17 years at Reynolds & Reynolds Company, a leading provider of automobile dealership software. During his time there, he held several key leadership positions, including Senior Vice President of Sales. His extensive experience in the automobile dealership software industry gave him a deep understanding of how to identify market trends, anticipate customer needs, and create effective sales strategies that drive results. Rudy holds a Bachelor of Science degree from Louisiana State University.
Bjørn (pronounced "B-yearn") serves as Daxko's Chief Technology Officer. He has a successful track record developing people, process and innovative software solutions as a servant leader in the software industry. He is passionate about customer-centric focus in all sides of the business, from support to product strategy as well as development. With 17 years of experience leading operational and software development teams, Bjørn uses innovation as a tool to benefit customers and team members alike. Bjørn grew up in Norway. He now lives in Denver, Colorado with his family, where he enjoys snowboarding, mountain biking and eating a lot of pizza.
Saranda leads Daxko’s product management efforts to identify and create solutions that drive market outcomes. Her 15-year company tenure began as a member of the Customer Success team, which ignited her passion for building products that help customers excel in running their businesses and delivering top-notch experiences to members. Saranda is an alumna of the University of Alabama at Birmingham where she received her undergraduate degree and her MBA. She and her husband reside in North Alabama with their three children and several beloved pets. Outside of work and family, Saranda spends her free time running, devouring audiobooks, and podcasting (including hosting Daxko’s Accelerant podcast!)
Brittany Richards leads the customer experience organization at Daxko, including customer support, professional services, technical services, and the company’s digital marketing agency. Beginning her career in customer support, she learned firsthand the potential behind delivering exceptional customer experiences. Brittany couples her passion for delivering top notch service with a keen eye towards operational excellence, driving significant business impact and long-term loyalty. A Birmingham native, Brittany received her B.A. and M.A. in History from the University of Alabama at Birmingham. She now resides in Chicago and divides her free time between mentoring rising leaders and traveling the globe.
Concetta oversees all initiatives relating to Daxko's culture and exceptional team members, including our diversity, equity, and inclusion (DEI) program. A graduate of Stillman College, she began her career focused in accounting. Concetta discovered her passion centered more around interacting and advancing people over numbers, and she transitioned into the world of human resources. Concetta is certified as a Senior Professional of Human Resources (SPHR) and a SHRM Senior Certified Professional (SRHM-SCP). She has served as the president of the Birmingham Society for Human Resources Management (BSHRM) for the past two years, where she has pivoted the organization to meet the programming and networking needs during this virtual time.
Matt manages all electronic payments endeavors across the entire Daxko portfolio of brands. He joined the Daxko team in January 2007 after spending over 15 years working with sales and services organizations like AT&T and Johnson and Johnson. At the core of Matt's passion is delivering exceptional experiences for customers and for team members. Matt holds a BS from UAB and is a multi-time graduate of the Disney Institute. Matt lives in Helena, AL with his wife and four children and is an active member of his local church. He is a self-proclaimed soccer enthusiast and is a nationally licensed competitive soccer coach.
Kate serves as Daxko's Vice President of Payments, managing Payment operations across the enterprise business. She has a proven record of developing processes and operational efficiencies. Prior to joining Daxko, Kate managed operations and payment analysis at a large retail/wholesale ISO servicing 10,000+ merchants and over 100 sales representatives. Originally from Glasgow, Scotland, she received her BS from the University of Sunderland, England. Kate now lives in Birmingham Alabama with her husband and dog.
Steve leads Daxko's revenue growth efforts amongst National Accounts in the club division. He is an entrepreneur with more than 20 years of experience in the health and fitness industry. Prior to joining Daxko, Steve was Chief Revenue Officer at ABC Solutions where he led the development, implementation, and ongoing management of corporate revenue and pricing strategies. During his tenure with ABC Solutions, he also directly managed all sales and marketing efforts for the company. Steve has also served as CFO and equity partner for a regional Gold's Gym chain, CEO and CFO of multiple closely-held companies, and the CFO of a publicly-traded company. Steve is currently enrolled in Harvard Business School and holds an MBA in Business and Accounting and a B.S. in Sports Management and Business. Steve is actively involved in coaching soccer, Kids Beating Cancer, EM Strong Foundation, and the V Foundation. He and his wife live in Orlando, Fl and have five daughters.
Lionel leads all development and testing efforts across Daxko's platforms. He has more than 20 years of experience in the E-Commerce industry with a demonstrated history of growing and scaling cross-disciplinary technology teams. Prior to joining Club Automation in 2017, Lionel spent time working for Expedia in the online travel space where he led multiple development teams with responsibilities including lodging shopping, the cross-device experience, personalized recommendation systems, and responsive design across their global portfolio of consumer brands. Lionel is passionate about delivering large scale, highly available, distributed technology solutions that will help to power health and wellness throughout the world! Lionel holds a BS in Math & Computer Science from the University of Illinois.
Blake serves as Daxko’s internal legal expert. He brings a pragmatic approach to law and business, which he refined during his years of private practice. Blake holds a B.S. and J.D. from the University of Alabama. He is admitted to the state bars of Louisiana, Alabama, and Arkansas as well as various federal courts. Blake and his wife live in Birmingham, Alabama with their two young children. He serves on several nonprofit boards dedicated to causes ranging from greenspace preservation to international affairs. Blake spends any remaining waking hours obsessing over his hobby of sailing.
David leads the enterprise architecture practice for Daxko ranging from enterprise solutioning, architectural leadership, innovation and aligning business systems. He joined Daxko as the CTO of CSI Spectrum in 2016. David transitioned to solutions architecture and then managed technical operations to oversee infrastructure, compliance, and security across our portfolio. His 20 years of technology experience and multiple leadership roles have been invaluable in guiding the company's architectural direction. David received his B.S. in Chemistry from Texas A&M University. He and his wife reside in Houston with their three energetic boys. Outside the office, you'll find David working out or tinkering with something. He loves the maker movement and combines his woodworking passion with 3D printing and electronics to well...make things.
Nick leads the club division sales team in revenue driven activities. In his six year tenure at Daxko, he has achieved President's Club four times. Nick is a proven business leader and an experienced sales executive with 20 plus years of demonstrated success working in the computer software industry. Prior to joining Daxko, he led sales at Windstream LLC as a Regional Sales Director. Nick is a graduate of Bob Jones University with a B.A. in Marketing and Management. He is skilled in SAAS sales, sales & marketing leadership, and sales management. Nick is an avid cyclist and enjoys spending much of his free time with his wife and three daughters.
Cody leads the Non Profit Division sales team in all revenue driven activity. Cody started his career at Daxko on the Services Team, serving many of Daxko’s largest Non Profit Partners as a Strategic Relationship Manager. For the last four years, Cody has served on the non-profit division sales team, achieving President’s Club three times. Cody is a proven business leader and an experienced sales executive with 12 combined years in the technology and software industry. Prior to joining Daxko, he led a regional sales team at PSAV in Birmingham. Cody is skilled at SAAS sales, has a passion for mentoring and leading others, and truly loves collaborating with Non-Profit, community based organizations. Cody enjoys gardening, hiking and loves spending his free time with his wife, his son, and his 2 daughters.
Chris leads mergers, acquisitions, and strategic initiatives for Daxko. Chris brings years of business and financial leadership having worked as a private equity investor, credit underwriter, investment banker, corporate finance professional, and management consultant. Prior to joining Daxko, Chris owned and operated an M&A and corporate development consulting practice focused on advising private equity firms and their portfolio companies on strategic acquisitions. Chris began his career in investment banking at Credit Suisse and UBS. He later worked at several private equity firms, including Great Hill Partners, H.I.G. Capital, Highland Capital Management, and Quadrillion Partners. Chris received his undergraduate and master’s degrees in accounting from the University of Notre Dame and his MBA from The Wharton School at the University of Pennsylvania.
Prior to joining Daxko as CEO, Ron spent 26 years at Reynolds & Reynolds, a leading provider of software, hardware, and other services for retail automotive dealerships. He began as a sales trainee and steadily rose through the organization to become its President in 2010. Ron led a global team to focus on re-engineering their software and services portfolio into a dynamic suite of solutions transforming the customer experience. As a self-described health and fitness “nut”, he is energized by the passion and dedication of Daxko team members in helping health and wellness centers in their meaningful work. He holds a bachelor’s degree in politics from Princeton University and an MBA from Loyola College in Baltimore. Ron currently serves on the board of directors of Crayons to Classrooms, a nonprofit organization providing essential school supplies at no cost to enhance the learning readiness of all students.
Winston is responsible for all financial and administrative activities of Daxko, including financial planning and analysis, mergers and acquisitions, accounting and controls, human resources, and legal affairs. Prior to joining Daxko, Winston worked for 16 years as an associate, vice president, and managing director in Harbert Management Corporation’s Private Equity Group. While at Harbert, Winston focused on acquisitions and divestitures of lower middle market companies (companies with revenues between $20 and $100 million) across a broad range of industries. Winston began his career in accounting at Ernst & Young and later joined McKinsey & Company as a management consultant. Winston received his undergraduate degree in accounting from the University of Alabama and his MBA from Harvard University.
Jeff is an entrepreneur with over 20 years of experience in the athletic club industry. He purchased his first club in 1995 and over the course of the next 8 years grew the organization to include multi-purpose athletic facilities in Illinois, Indiana and Wisconsin. In 2007, Jeff founded Club Automation, a sophisticated club management system used today by over 400 facilities nationwide. Now that Club Automation is a part of the Daxko family, he oversees the enterprise side of the business as Chief Revenue Officer. Jeff is based out of our Chicago office.
Stefani Thornton is the Chief Revenue Officer for the Daxko and Zen Planner brands. Thornton leads Daxko’s revenue growth strategy in the boutique fitness and nonprofit market segments.
Thornton, a 22-year technology professional, brings a strong track record to Daxko with experience in training, product demonstrations, and sales. During her 15-year sales career, she achieved Sales Club 12 times, President’s Club 8 times, and won the highest sales achievement award in the company.
Bjørn (pronounced “B-yearn”) serves as Daxko’s Chief Technology Officer. He has a successful track record developing people, process and innovative software solutions as a servant leader in the software industry. He is passionate about customer-centric focus in all sides of the business, from support to product strategy as well as development. With 17 years of experience leading operational and software development teams, Bjørn uses innovation as a tool to benefit customers and team members alike. Bjørn grew up in Norway. He now lives in Denver, Colorado with his family, where he enjoys snowboarding, mountain biking and eating a lot of pizza. Bjørn means “Bear” in Norwegian.
Brittany Richards comes to Daxko with almost 10 years in Customer Success. She has a proven track record of identifying and executing operational improvements that directly result in an enhanced customer experience. Accountability to both customers and internal teams is at the core of her values and she is a strong believer in ensuring that the customer experience is front and center. Prior to joining Daxko, Brittany held multiple leadership roles within SaaS companies in the healthcare and sports verticals. She also served as a consultant to executive leadership teams helping to draw up operational blueprints for accelerated growth while maintaining high customer satisfaction. As a Daxko leadership team member, she is an advocate for both Daxko and ZenPlanner clients, ensuring that our company focus remains on keeping our customers wildly successful. Brittany is a Birmingham native and received both her B.A. and M.A. in History at the University of Alabama – Birmingham.
Matt joined the Daxko team in January 2007 after spending over 15 years working with sales and services organizations such as BellSouth / AT&T, Johnson and Johnson, and a Smith & Nephew distributor. Matt has a passion for designing and leading the development of new products, services, and processes. At the core of Matt’s passion is delivering exceptional experiences for customers and for team members and operating as a servant leader.
Matt began his career at Daxko as Director of Support Services where his teams launched Daxko’s multi-channel service model, proactive support and account management mechanisms, Daxko’s Customer Community forum, Daxko’s Customer Satisfaction and Loyalty Program, Daxko’s Ambassador Program, Support Service’s Team Member Development Program. Matt’s teams achieved all-time highs in service KPIs, customer retention, and customer loyalty metrics. Additionally, Matt lead the Daxko Team Member Development Program for 3 years, coordinating the delivery of 30+ learning sessions and launching the Daxko Services book club. Matt has hired and contributed to the success of 14 Daxko Achiever’s Club winners. He has spoken at local and national events on the topics of Crafting Customer Satisfaction and Loyalty Programs, Creating Customer Service Cultures, and Service Excellence through Leadership.
During 2013 and 2014, Matt served on the NetVentures Acquisition Team and led the post-acquisition team as General Manager of the Trinexum Business Unit. Under his leadership, the Trinexum Business Unit has exceeded all customer retention objectives, all revenue retention objectives, and all profitability objectives.
More recently, Matt (and others) led Daxko’s entry into the credit card processing space and completed Daxko’s registration as an ISO in early 2016. He led the AAC post-acquisition team in 2018 and now serves as Vice President of Payments at Daxko. Matt manages all electronic payments endeavors across Daxko, Spectrum, ZenPlanner, AAC, and Club Automation. Matt is a three-time Daxko Achiever’s Club winner and also led the Support Services to the Daxko team of the year award in 2008.
Matt holds a Bachelor of Science degree from the University of Alabama – Birmingham and is a multi-time graduate of the Disney Institute. Matt lives in Helena, AL with his wife and four children and is an active member of his local church. He is a self-proclaimed soccer enthusiast and is a nationally licensed competitive soccer coach.
With 16+ years’ experience in enterprise software product management, Nathan believes amazing user experiences shouldn’t be reserved for consumer software. Nathan’s team of product managers and designers seek to deliver the functionality our customers need through thoughtfully designed, easy to use product features. Nathan holds a BS in Marketing from Louisiana State University and a MS in Management Information Systems from University of Colorado at Denver. He lives in the Denver suburbs with his wife and two kids and spends his free time coaching and cheering at his kids’ sporting events.