Jones, who ran Rank Group’s Mecca Bingo arm before taking charge of its Grosvenor division – the UK’s largest casino operator – will start his new role on 1 July.
He succeeds previous Goals chief executive Keith Rogers, who has relocated to the US to become president of the East Kilbride-based company’s fast-growing business in California.
Goals has 46 sites across the UK and one in Los Angeles and is preparing to unveil a new strategic plan after reporting “marginally negative” like-for-like sales for the first 18 weeks of its new financial year.
Jones, a veteran of the leisure industry who was previously chief executive of pub chain Yates Group, said: “Whilst the company has experienced its recent issues, it remains an excellent business with significant potential both here in the UK and in the US. I look forward to working with the Goals team and driving the business forward.”
Chairman Nick Basing added: “Mark has an exceptional and experienced track record of managing leisure brands and growing businesses. Mark’s appointment further strengthens the calibre of the board, following the other appointments announced recently.”
Goals earlier this month brought in gyms industry specialist Scott Lloyd and North Atlantic Smaller Companies Investment Trust chief executive Christopher Mills as non-executive directors, replacing Phil Burks and Alex Short.