Larry Gold to become PfP’s chief executive of housing and communities on top of current duties
Places for People (PfP) has appointed the chief executive of South Yorkshire Housing Association (SYHA) to a senior role ahead of the full integration of the two organisations post-merger.
Larry Gold will become PfP’s chief executive of housing and communities from 1 June.
SYHA, which has been operating as a subsidiary of PfP since December, will be folded entirely into PfP next April. This means it will cease to exist as a separate legal entity.
Gold, who led SYHA since 2023, previously served as chief executive of Trafford Housing Trust for almost 18 years.
He currently holds 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.
Greg Reed, chief executive of PfP Group, described Gold as having a “strong track record of delivering performance, driving operational excellence, regulatory assurance and high customer satisfaction.”
Gold will retaining his current position as boss of 5,000-home SYHA alongside his new role until the full integration in April next year.
PfP currently manages 260,000 homes across the UK, including 86,000 for social rent.
SYHA was downgraded to non-compliant G3 and V3 regulatory gradings in June 2023, which were withdrawn when it became a subsidiary of PfP in December 2025.
Gold succeeded SYHA’s previous chief executive Tony Stacey, who retired after 27 years in the role.
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