On Wednesday, PokerFuse broke the news that former Victory Poker CEO and Who’s Your Daddy, Inc. owner Dan Fleyshman will be taking the reins as CEO of Ivey Poker.

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This, less than two weeks after Phil Ivey announced on Twitter that Ivey Poker will temporarily suspend its free-to-play (F2P) Facebook application. The poker app shuttered its door on Saturday, October 25th, as scheduled.

All was not doom and gloom, however, as Ivey stated that the closure of Ivey Poker is “the first step in our evolution as we prepare to launch an even bigger and better gaming experience for you all in 2015.”

It is likely that Fleyshman ordered the closure of Ivey Poker as part of a broader re-imagining process that will see both Ivey Poker and poker training site Ivey League receive a complete makeover, although Fleyshman was not available to confirm.

A brief history of Ivey Poker

Ivey Poker debuted on Facebook in July 2013. Although the market was already saturated with F2P poker apps, Ivey Poker attempted to differentiate itself by integrating a spectrum of training videos and through its stable of Ivey Poker Pros, of which there were many.

Of course the brand association with arguably the most recognizable name in poker certainly didn’t hurt either.

Ivey Poker followed up with a poker training site entitled Ivey League in 2014. But whereas the training site managed to find a niche among the myriad of like-minded services on the Internet, Ivey Poker was unable to compete against established names within the social poker space such as PokerStars and Zynga – which leads us back to the present.

Who is Dan Fleyshman?

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The self proclaimed “youngest founder of a publicly traded company in history,” Fleyshman began his entrepreneurial career within the apparel industry. His Who’s Your Daddy brand would later branch out into the energy beverage market, where it would find marketed success.

By 2009, Dan embarked on a new venture, this time within the burgeoning online poker arena. He became the CEO of Victory Poker in 2010. The site quickly established itself among online poker’s giants, largely thanks to an aggressive marketing campaign and its lineup of “Team Victory” pros that included big names such as Antonio Esfandiari, Jonathan Little and Paul Wasicka.

That success was to be short-lived however, as days after Black Friday, Fleyshman opted to block US customers from playing for real-money. Shortly after, Fleyshman voluntarily shut down Victory Poker, and migrated its existing members over to Cake Poker.

To this day VictoryCEO.com remains online, but it exists now as Fleyshman’s biography page.

Fleyshman has also established himself as a formidable poker player, racking up more than $700,000 in live tournament winnings over the course of the past years.

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Expectations for the new Ivey Poker

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At the ripe old age 33, Fleyshman already has 15 years experience building brands from the ground up. His creativity, aggressiveness style of doing business and media-friendliness will likely prove invaluable assets to the Ivey Poker brand.

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How he intends to approach the relaunch is anyone’s guess. But if there’s one thing that’s a near inevitability, it’s this: the new Ivey Poker and Ivey League will be light years ahead of the old in terms of innovation and design.