Boulevard's Greg Wookey

Boulevard's Greg Wookey

Boulevard, the recently launched beauty business management platform, is adding strength to its executive team appointing Greg Wookey, Former CFO of MINDBODY, as company’s first Chief Financial Officer.

Wookey’s appointment is part of a larger effort to capitalize on Boulevard’s momentum in the market -- it works with leading premium salons and spas like Chris McMillan the Salon, Kelley Baker Brows, Matthew Morris Salon and Skincare, MèCHE Salon, SEV Laser, Spoke & Weal, and TONI&GUY. Boulevard also is processing over $100 million in customer payments and growing the total company headcount from eight to over 50 full-time employees. 

In his new role at Boulevard, Wookey will be responsible for leading financial and accounting functions across the company, as well as providing overall operational direction alongside Boulevard’s Co-Founder & CEO, Matt Danna.

Wookey brings to his new role more than 30 years of financial and operational experience in the tech industry and is a valuable contributor to the growth of several public and private companies. Prior to joining Boulevard, Wookey served as the CFO for Inbenta, a company that provides AI and NLU for search, chatbots, and knowledge management. Before Inbenta, he spent nearly seven years at MINDBODY, Inc., where he served as the CFO and SVP of Merchant Processing Division. His expertise also earned him a position on both the Retail Technology Committee and Payment Sales & Strategy Committee for the Electronic Transaction Association.

“Greg is coming in at the perfect time in our organization; after just raising our $11M Series A, he will be instrumental in ensuring we deploy our newfound capital against the most strategic and highest ROI sectors of the business,” said Matt Danna, Co-Founder & CEO, Boulevard.

“I’m very excited to be part of the Boulevard family. Boulevard’s industry-leading technology enables high-end salons and spas to operate faster, smarter, and more efficient. It’s an exciting time to be with a company like Boulevard who is on a quest to transfer an entire industry. I’m committed to ensuring that Boulevard is prepped to continue its phenomenal growth through a proven strategy of operational excellence.” 


Boulevard is transforming business management for premium beauty service brands through their proprietary platform-as-a-service. Developed in collaboration with industry-leading owners and operators, Boulevard is the only management tool built specifically for appointment-based businesses that deliver ease of use with style and sophistication. The company’s solution is carefully designed to automate workflows and drive revenue while allowing brands to offer a personalized experience that keeps clients coming back. Current partners include Chris McMillan the Salon, MèCHE Salon, SEV Laser, Spoke & Weal, and TONI&GUY. Founded in 2016 and based in Los Angeles, Boulevard is led by co-founders Matt Danna (CEO) and Sean Stavropoulos (CTO). For more information, visit

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Originally posted on Modern Salon