Southlake-based men’s grooming salon chain Boardroom Styling Lounge began its 20th year with the appointment of Jeff Helfgott as its new chief executive officer.

Helfgott brings a wealth of knowledge and more than a decade of experience helping companies succeed through building effective relationships, the company said.

He succeeds Josh Goodell, who served as Boardroom’s CEO for nearly three years.

Helfgott’s background includes leadership roles in private equity-backed companies, where he consistently demonstrated an ability to drive growth and foster strong team dynamics, Boardroom said.

His experience spans industries including fitness, entertainment, and med-spa services.

A former U.S. Army captain and McKinsey & Co. associate, Helfgott has held C-level positions at companies including Excel Fitness Holdings, according to his LinkedIn profile.

‘A place where men can go to relax’ 

The company said that under Helfgott’s leadership, Boardroom will focus on several key initiatives in the coming year, including its newly launched monthly membership program.

“There are 720 hours in a month,” Helfgott said in a statement. “We invite our busy members to invest one of those hours in themselves at Boardroom. 

“In a time of so much stress and so much news about mental health challenges in the world, Boardroom Styling Lounge has established itself as a place where men can go to relax, look great and feel confident,” he added. “We have earned the business of some of our clients for over 20 years, and I am honored to be a part of the team that will earn our clients’ loyalty for the next 20 years.”

Boardroom Styling Lounge, which previously was called Boardroom Salon for Men, offers a range of services, from haircuts and shaves to spa services. Founded in 2004, the company has 46 U.S. locations, including about 15 in North Texas.

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