He was the founder and owner of Nikki Beach Worldwide, a global luxury lifestyle and hospitality brand.
[citation needed] Penrod started his career with McDonald's Restaurant Corporation in 1969 as a line cook.
[3] For six years Penrod created and expanded a chain of hamburger restaurants under the name of Wuv's International, Inc., based in Ft. Lauderdale Florida.
Penrod's Beach Club in Fort Lauderdale attracted up to half a million patrons each spring break.
Nikki Beach expanded into a luxury lifestyle brand across the world, with locations including Thailand, Bali, Indonesia; Miami Beach, Florida; Barbados; St. Barth, French West Indies; Marbella, Spain; Cabo San Lucas, Mexico; and Marrakech, Morocco.