Background

Jeff Helfgott is a multi-unit consumer and wellness operator who, as an operator of Excel Fitness, grew the Planet Fitness franchisee from 16 locations to 92 and led it through a formal exit — an experience that earned him board seats with European Wax Center and one of the largest Planet Fitness groups, where he extended those lessons to other teams. He went on to lead a successful med spa roll-up backed by Shore Capital and today serves as CEO of Boardroom Salon for Men, a premium men's grooming platform blending memberships, hospitality, and craftsmanship that he's scaling through acquisition and franchising.

Why American Operator

Jeff's sweet spot is health, wellness, and multi-unit consumer businesses — from commodity-box fitness to boutique, provider-driven models — and he describes his board work as being a "CEO whisperer," someone who knows how to influence rather than dictate. That makes him an unusually good fit for operators scaling multi-location businesses, where his experience with exits, equity programs that reward managers, and the key-person risks unique to provider-led models can help a new owner navigate the path to growth.