David Berg, CEO of the European Wax Center (Photo: Courtesy of EWC)
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 a variety of positions, including president, COO and CFO.
“On behalf of the Board, we are pleased to welcome back David Berg as CEO. With his proven track record of driving sustainable growth and shareholder returns, we believe he is the right leader to lead European Wax Center through this important time,” said Andrew Crawford, director and chair of the Board’s Nominating and Governance Committee, in a statement. “The Board also thanks David Willis for his dedication and contributions over the past eight years, including the critical role he played in transforming the Company.”
Berg has been executive chairman of the European Wax Center since September 2023 and will retain this role, the company said.
He previously served as 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 guided it through a successful IPO in 2021. Under Berg’s leadership, the company grew network sales by double digits and more than doubled its earnings performance, while consistently meeting or exceeding earnings forecasts and returning over $200 million of capital to shareholders through dividends and share repurchases.
“When I first joined European Wax Center six years ago, what excited me most was the company’s unchallenged leadership position, significant freedom of choice, passionate employees and consistent, recurring revenue model that enabled our franchise partners to generate strong financial returns and reinvest in the brand,” Berg said in a statement.
“All of these qualities are present 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 still much work to be done and I look forward to getting started and working with the board and the entire European Wax Center team to deliver long-term value to our guests, partners, franchisees and shareholders. I would also like to thank David Willis for being an invaluable partner to me over the past six years and I wish him all the best in his future endeavors.”
European Wax Center locations perform over 23 million treatments annually, offering guests personalized care from highly trained wax specialists in the privacy of clean, individual waxing suites.
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