Places for People hires chief executive of housing and communities business

As part of its recovery plan, the board made a strategic decision to seek a merger partner to shore up its financial viability. It announced in March 2025 that it was in talks with Places for People, before completing the tie-up at the end of the calendar year.

In January, the Regulator of Social Housing withdrew its regulatory judgement on the provider as a result of the merger.

Prior to joining SYHA, Mr Gold held executive roles at Trafford Housing Trust including chief executive, deputy chief executive and chief financial officer.

Earlier in his career, he held senior roles at Prime Focus Regeneration Group and Walsall Housing Group.

He is currently chair of the South Yorkshire Housing Partnership, deputy chair of Rochdale Boroughwide Housing and non-executive director at Arawak Walton Housing Association.

PfP said the appointment comes as its housing and communities business has grown “significantly”. 

The mergers with South Devon Rural, Origin Housing, Elim Housing and SYHA mean it has grown by over 15,100 homes, approximately 34,000 customers and 800 staff members. It now serves 86,000 homes and 180,000 customers in total.

Greg Reed, chief executive of PfP, said that the appointment, and mergers such as the one with SYHA, allow the group to “keep pushing forward, to do more, and improve people’s lives through quality and affordable homes”.

He 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.”

Mr Gold said he was “delighted” to be joining PfP as chief executive of 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 chief executive of SYHA until our planned integration into PfP in April 2027,” he said.

“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.”