David Berg has been named CEO of Plano-based European Wax Center, the largest and fastest-growing franchisor and operator of out-of-home waxing services in the U.S. He succeeds David Willis, who served as CEO and previously held various positions including president, COO, and CFO.
“On behalf of the board, we’re pleased to welcome back David Berg as CEO. With his proven track record of driving sustained growth and shareholder returns, we believe he is the right leader to guide European Wax Center through this important time,” Andrew Crawford, director and chair of the board’s nominating and governance committee, said in a statement. “The board also thanks David Willis for his dedication and contributions over the last eight years, including the critical role he’s played in the company’s transformation.”
Berg has served as executive chairman of European Wax Center since September 2023 and will remain in this role, the company said.
Previously, he was CEO from 2018 to 2023. During his five-year tenure, Berg led the company’s expansion from nearly 700 centers to over 1,000 centers and led it through a successful initial public offering in 2021. Under Berg’s leadership, the company increased network sales at double-digit rates and more than doubled its bottom-line performance, while consistently meeting or exceeding its earnings guidance and returning over $200 million of capital to shareholders through dividends and share repurchases.
“When I first joined European Wax Center six years ago, I was most excited about the company’s undisputed leadership position, significant white space, passionate associates and consistent recurring revenue model that allowed our franchise partners to generate strong financial returns and reinvest in the brand,” Berg said in a statement.
“All of these attributes exist at European Wax Center today, and I remain excited and optimistic about the potential that lies ahead,” he added. “At the same time, I know there is work to be done, and I look forward to diving in and partnering with the board and entire European Wax Center team to deliver long-term value to our guests, associates, franchisees and shareholders. I would also like to thank David Willis for being an invaluable partner to me over the last six years, and I wish him all the best in his future endeavors.”
European Wax Center locations perform more than 23 million services per year, providing guests with a personal care experience administered by highly trained wax specialists within the privacy of clean, individual waxing suites.
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