(above) ISBN member Jeff Helfgott of Boardroom (left) and ISBN Board of Trustees Member Gary Reed of Hairzoo
What brings executives and leaders to ISBN? Relationships!
This month, we spotlight two executive peers who took different paths to ISBN but connect strongly and similarly to ISBN values of trust, excellence and community.
Get to know Jeff Helfgott, CEO of Boardroom, and Gary Reed, President of Hairzoo. Learn more about their history, leadership perspectives, and brands.
Jeff Helfgott
CEO, Boardroom
About the business: Boardroom first opened in 2004 in Southlake, Texas, and now includes two brands and 54 locations across the United States. Boardroom, a premier men’s grooming and styling destination, offers a range of services from haircuts to shaves to spa treatments at 44 locations across Texas, Georgia, Tennessee, Oklahoma, Arizona, North Carolina and Virginia. Boardroom recently acquired and locked arms with Finley Barbershop and its 10 franchise locations between Austin and Dallas. Six Boardroom locations are currently franchise operations with the balance (38) corporately owned stores. Boardroom plans to grow organically via the franchise model.
How many employees: 575+ total
Average square feet per location: 1,400 for Boardroom and 1,000 for Finley
Our brands’ points of difference: “We think our niche is in providing the ultimate relaxing experience for men. Boardroom experiences are comprehensive—hands, nails, a dedicated shampoo and spa room. We’re optimized to give our guests time to get some peace. There are 168 hours in a week, and we like to say we want our gentlemen to spend one of those with us. Boardroom Memberships make it even easier to do so. Finley’s is more of a traditional men’s barber shop. It’s classic, nostalgic. Boardroom offers more of a country club feel. We always have a front desk individual, for instance, a concierge level of service.”
Executive perspective: “At Boardroom our philosophy is to be the best place for growth-minded stylists and barbers to grow their careers. We focus on upscale men’s grooming within a sophisticated environment. Our core focus is on our team. If we get the team right everything else works out. I skinned my knees in many industries and have found that to be true in all.”
Leadership style: “I joined Boardroom as CEO in January 2024. I’d developed a people-centric mindset in prior roles—from military frontline experience to working with a variety of private equity supported brands. I’ve led multi-unit businesses in industries where the designation is the attraction, like Alamo Drafthouse Cinemas and Planet Fitness, and where the provider-driven experience is the key, at companies including Empower Aesthetics in the med spa space and European Wax Center. In the latter, I learned it’s critical to have the best possible people in those provider roles because every single team member shapes the guest experience.”
Military experience: “I started active duty in December of 2002, after taking ROTC as an elective in college. I fell in love with the people there. They had a high moral code, worked hard. I had a great experience, found myself in Iraq in combat, rose to rank of captain, then it was time to find another line of work. The thing I am most thankful for from that experience is learning how to motivate and engage a variety of people.”
What might surprise other ISBN members about your company? That Boardroom has had franchisees. It’s not widely known. We’re seeking to change the perception. Franchisees will help the brand reach its full potential. No one will work harder than an entrepreneur who has tied their reputation and investment to a business
Favorite part of the job: “Spending time in the field listening. I love hearing how our clients engage with our team and hearing our team talk about what’s working or not working. At this point in my career, my job is to make 2-3 big decision per day and spend the rest of my day listening. So, when I do have to make those important decisions, I’m prepared.”
When and why did you first become involved with ISBN? I became a member in 2024 and just attended my second Conference. I happened upon ISBN through conversation and recommendation when I was grabbing a cup of coffee with Jason Rappaport of Bird Barbershop in 2024. Conference happened to be in Arizona that year, when we were visiting salons in the area. Jason was a great host and called Jason’s fellow ISBN Board member Emily Hutcheson-Brown of V’s Barbershops, based in Phoenix. I thought, ‘these are the types of folks I want to spend time with, and I’d be honored to be part of ISBN.’ I’ve really enjoyed how welcoming ISBN and the industry have been. Here, the people who think they can go farther alone are a disproportionately small percentage. At ISBN, all of them are happy to grow together.”
Gary Reed
President, Hairzoo
About the business: “My parents, Gary and Elaine Reed, opened their first hair salon in 1971 in Rochester, NY, and soon branded it Talk of the Town. One busy Saturday afternoon, a guest hurriedly passed through the salon, accidentally bumped into Gary, quickly apologized, and exclaimed: “this place is as busy as a zoo”. Dad loved the reference and changed the name immediately to Hairzoo, which has grown to become a leading salon brand with seven locations in Rochester, East Rochester, Henrietta, Newark, Perinton and Webster, New York. Hairzoo is still a family owned, community-spirited, full-service hair salon company.”
How many employees: 50
Average square feet per location: Varies from 1,000 to 2,000
What is Hairzoo’s “secret sauce” or point of difference? Hairzoo is an affordable, full-service hair salon that offers high-end, sensible styles in a welcoming environment. Hairzoo caters to men and women of all ages, including kids and seniors. From cuts, color and texture, to service, style and product knowledge, guests leave with the Hairzoo experience, looking fabulous and feeling their best. We get people in the door with our a’ la carte haircuts—affordable expertise—then grow it through the other experiences and services. We build relationships and ensure the staff can be successful. We do innovative packages and promotions. Guests are incentivized to engage with the beauty experience. The more they spend, the more they save. We accept reservations and encourage walk-ins and always stay authentic.”
When and why did you first become involved with ISBN? My dad went with his brother to the very first ISBN (previously ICSA). My first time attending was in 2008 in Palm Springs, and I’ve been at every single Conference since, except for one, in 2023.”
How does ISBN complement your mindset as a business leader? “ISBN challenges us all to think bigger and be more efficient, to finetune and polish your operations and strategies. You can ask one question and get 30 solid answers. The ISBN bandwidth is super explosive. You have an entire network of multi-unit executives and their experiences at your fingertips.”
What have you been focused on, thinking about, working on since Conference 2025? “The bare nuts of any business—how to recruit people and how to increase sales. We’re leaning into AI and relying on it more to help on the back end. The talent pool is smaller so we must be competitively profiled. Our Hairzoo Family, our stylists, are always a priority and tops our list of Core Value.”
What else do you value and enjoy about ISBN and Conference? “The feedback on our ISBN Masterminds roundtables was positive. Of all the strong topics, I found the session an AI and technology the most rewarding. How AI is affecting our industry and how to implement it in social media. Hairzoo is leaning into that change. We also appreciated the opportunity to engage about new products and trends. I love hearing from peers and what they are using, trying, and how they are succeeding.”
