Gail Liniger, who cofounded REMAX with her husband Dave Liniger, has died at 81. 

Since the Linigers founded the brokerage in 1973, it has expanded to over 145,000 agents operating in more than 120 countries.  

Its parent company, REMAX Holdings Inc., was recently acquired by The Real Brokerage Inc. The combined company now operates as Real REMAX Group Inc. 

“Gail was my partner in every sense of the word,” Dave Liniger said. “She was crucial to the success of REMAX, and in many ways was the steady force behind everything we built.” 

Short for “Real Estate Maximums,” REMAX was a significant contributor to the way modern brokerages operate. It aimed to attract top-producing, experienced agents with a maximum commission structure coupled with a host of support and professional development services. 

Liniger became CEO of the company in 1991, shepherding it through a period of international expansion and cultural transformation. She entered the leadership role after surviving and recovering from a near-fatal plane crash in 1983. 

Liniger ended her executive role in 2018 but remained on the company’s board until 2023 when she retired. 

“Gail Liniger was a rare and remarkable leader,” said Abby Lee, chief marketing officer of Real REMAX Group. “She led with grace and grit, and her influence on the REMAX brand and real estate industry is immeasurable. Gail built a culture of excellence, generosity and perseverance.”