Our Team

Michael Serruya

Managing Director

Michael Serruya began his career at age twenty as one of the co-founders of Yogen Früz®. Michael was also the CEO of Coolbrands® (then home to CPG brands including Weight Watchers®, Eskimo Pie®, Tropicana® and Godiva® Ice Cream). More recently, he acted as CEO of Kahala Brands® (home to global QSR brands including Cold Stone Creamery®, Taco Time® and Blimpie Subs®). Michael has also participated on the Boards of Directors of a number of both publicly and privately traded companies including Jamba Juice Inc.® and The One Group Hospitality Inc.

Michael’s entrepreneurial spirit drives his strength as an owner, partner and operator who is capable of implementing complex strategic plans to transform businesses.

Aaron Serruya

Managing Director

Aaron Serruya began his career at age nineteen as the other co-founder of Yogen Früz®. Aaron was also involved at various levels, in Coolbrands® and Kahala Brands®. Having over three decades of experience in retail franchising sector, in addition to his position as a Managing Director at SPE, Aaron is currently the President of International Franchise Inc. (home of global brands such as Yogen Früz®, Pinkberry® and Swensen’s® Ice Cream), which has over 4,500 frozen yogurt and ice cream franchises worldwide, in over 50 countries.

Aaron has deep operational expertise, which includes strategic planning, quality control, and marketing.

Simon Serruya

Managing Director

Simon Serruya began his career at age nineteen as the third partner in Yogen Früz®. Simon was also involved, on an advisory level, with Coolbrands® and Kahala Brands®.

Having almost three decades of experience in commercial real estate investment, in addition to his position as a Managing Director at SPE, Simon focuses on a real estate portfolio consisting of more than two million square feet of commercial and residential real estate in Canada and the United States. Simon is also currently a director of IFI.

Daniel Kumer

Executive Vice President & General Counsel

Daniel is responsible for overseeing all legal matters impacting SPE and its affiliated entities, including corporate governance, franchising, licensing, leasing, financings, joint ventures, mergers and acquisitions, dispositions, and litigation. Daniel has more than 20 years of experience advising on difficult and complex negotiations and documentation related to real estate and corporate law. In addition to his experience as a lawyer, Daniel has extensive institutional-grade business experience, including previous roles as a senior executive in charge of investments at one of Canada’s largest retail REITs and Canada’s largest developer of unenclosed shopping centres, respectively.

Daniel holds a BA from Western University, an MBA from York University’s Schulich School of Business, and a JD from York University’s Osgoode Hall Law School.

Michael Xu

Manager of Investments

Michael is responsible for managing SPE’s current investments and leading the deal execution process for potential investment opportunities. Michael has more than six years of experience evaluating investment opportunities in the FMCG, QSR, and real estate sectors, monitoring asset management and safekeeping distributions, and assisting portfolio companies in growing their intrinsic values. Prior to joining SPE, Michael worked as a member of the investment teams of several leading private equity and venture capital funds located in Toronto, Hong Kong, and mainland China.

Michael holds a Bachelor of Mathematics from the University of Waterloo.

Michael Mohammed

Law Clerk

Michael joined SPE in 2021 and is responsible for assisting General Counsel on all legal matters impacting SPE and its affiliated entities. Michael has more than seven years of experience assisting corporate and individual clients in a broad range of civil, regulatory, and class action matters. Prior to joining SPE, Michael worked in Toronto as a Law Clerk at one of Canada’s leading securities litigation boutique law firms.

Michael holds an Advanced Diploma, Law Clerk from Durham College in Oshawa, Ontario.

Michelle Subekti

Legal Administrator

Michelle joined SPE in 2018 and is responsible for assisting General Counsel on all legal matters impacting SPE and its affiliated entities. Michelle has more than four years of experience assisting corporate clients in areas such as franchising, licensing, leasing, litigation, and intellectual property. Prior to joining SPE, Michelle worked in Toronto as a Legal Assistant with the Government of Ontario.

Michelle holds an Honours Bachelor of Arts in Criminology & Sociology from the University of Toronto.

Alvin Villanueva

IT & Systems Administrator

Alvin oversees all aspects of IT services provided to SPE, Yogen Fruz Canada Inc., and their affiliated companies. Alvin brings over two decades of experience to the team, having worked for various IT departments in the retail sales, pharmaceutical, automotive, and financial industries.

Alvin is an alumnus of Sheridan College with a Co-op Diploma in Computer Science Technology.

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