About Us
Building Enduring Lifestyle Brands
Umeus is a multi-brand group that creates, owns, and scales companies across lifestyle, sports, wellness, and experiences.
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We focus on ideas with real traction — then turn them into structured, repeatable businesses built for long-term growth. From early concept to scaled operation, we bring clarity, discipline, and execution to everything we build.
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We don’t behave like a studio or a fund. We act as builders and owners, embedding systems, leadership, and accountability from day one.
Our Approach
Umeus operates under a group structure that combines shared infrastructure and operational discipline with brand-level autonomy.
Each brand is empowered to develop a distinct identity, audience, and point of view — while benefiting from centralised systems and governance.
Our approach centres on clear creative direction, rigorous execution, and aligned partnerships. This enables us to build businesses that are compelling at launch and structured to be resilient, scalable, and enduring over the long term.
Our Building Principles
At Umeus, we don’t just create brands — we craft experiences, ecosystems, and businesses designed to last. Every project is built with a clear philosophy:
Experience-Led
We begin with culture, emotion, and human connection. If people don’t feel something, nothing else matters. Once that’s right, we execute with clarity and accountability.
End-to-End Execution
We don’t stop at vision. We go all the way — from concept to operations, from first customer to daily rhythm. Every brand we build is meant to run cleanly, not rely on heroics.
Systems First
Growth only works when it’s structured. We embed unit economics, operating systems, and decision frameworks early — so scale feels intentional, not chaotic.
Aligned Partnerships
We work with founders, creators, and investors who care about building something meaningful over time. Alignment on execution, governance, and values matters more to us than speed.
Operational Discipline & Governance
Strong governance, clear accountability, and institutional-grade standards sit quietly behind everything we do — allowing creativity to flourish without losing control.
Our Team
Founder-Led. Experience Driven.
Umeus is led by founders actively involved in building and operating the group’s portfolio, supported by experienced governance at board level.
Jeremy Soh
Co-Founder
Jeremy leads portfolio direction at Umeus, overseeing group-level strategy, capital deployment, and expansion planning. He works closely with operating teams to evaluate new concepts, partnerships, and growth opportunities aligned with the group’s long-term vision.
Jeovanne Poernomo
Co-Founder
Jeovanne leads group-wide brand development and operations, with hands-on involvement across site selection, build-out, and performance optimisation. She oversees the build-out and operation of all locations, working closely with partners and internal teams to deliver strong unit economics, reliable operations, and long-term sustainability at each site.
Derek Lau
Chairman
(Advisory Board)
Derek is an experienced board chairman with deep expertise in capital markets, governance, and long-term value creation. He has held senior leadership roles at Temasek Holdings as former-CEO of Heliconia Capital Management, spearheading early investments in Secret Lab, Razer and ONE Championship. Derek advises Umeus on strategic direction, governance oversight, and long-term growth and partnerships.