Places for People appoints Larry Gold as CEO of housing and communities

Currently CEO of South Yorkshire Housing Association (SYHA), Gold will join PfP ahead of full integration of the two organisations following last year’s merger announcement.

He has more than 20 years’ experience in the housing sector, having previously been CEO of Trafford Housing Trust. 

Prior to that, he held senior roles at Prime Focus Regeneration Group and Walsall Housing Group, alongside current sector leadership positions as chair of the South Yorkshire Housing Partnership, non-executive director at Arawak Walton Housing Association, and deputy chair at Rochdale Boroughwide Housing.

PfP Group CEO Greg Reed said: “We are absolutely delighted to have Larry on board, and all the expertise and experience he brings. He is someone embedded in community and lives and breathes the ethos we at PfP hold dear.

“Larry is a values-led leader who is deeply committed to people, customer outcomes and long-term sustainability. He has a strong track record of delivering performance, driving operational excellence, regulatory assurance and high customer satisfaction. And we are very lucky to have him.

“Affordable and supported housing is what brought us into existence and continues to be at the very core of what we do – building new homes, creating and supporting thriving communities. This appointment – as well as mergers like this – allow us to keep pushing forward, to do more, and improve people’s lives through quality and affordable homes.” 

Larry Gold starts his new role on June 1, while also retaining his position of SYHA CEO until the full merger integration in April next year. 

Larry Gold added: “I am delighted to be joining PfP as CEO, housing and communities. My priority is to make a difference from day one - and really get to know PfP’s customers, communities and colleagues - while remaining as CEO of SYHA until our planned integration into PfP in April 2027. 

“I’ll continue to ensure SYHA provides brilliant homes and services, and work with the PfP Leadership Team to deliver even more social impact across the UK. Exciting times ahead.”