Ammori Equity Partners partners with founders, operators, and management teams to scale multi-unit consumer and franchise businesses.
Ammori Equity Partners is a Michigan-based family investment and operating firm. We were merchants before we were investors, and that order still defines how we work — building, running, and scaling consumer-facing businesses from the store floor up.
With more than a decade investing alongside private equity and operating distributed store networks, we bring a practitioner's view of what it takes to grow: disciplined unit economics, strong field leadership, and brands customers return to.
Our focus is the consumer sector: franchise operations, multi-unit retail, and service-based models across health and wellness, automotive, telecommunications, restaurants, and consumer services. We measure success by the lasting value we create for customers, employees, and investors alike.
"My entrepreneurial journey began with my family. My immigrant father, Shlemon, and my mother, Mary, built a life in Detroit around a simple goal — work hard, save, and own a business that could support the family."
"I learned retail at my brothers' side: the importance of location, of inventory, and above all of how you treat a customer. Every venture since has been a continuation of those first lessons."
We bring more than capital. As former and current operators, we work shoulder-to-shoulder with management on the levers that actually move a multi-unit business — from the first site to the next acquisition.
Flexible, patient capital structured around the business — not the other way around — for new units, acquisitions, and reinvestment.
Deep, specialized sector knowledge applied to staffing, service standards, and the daily mechanics of running stores well.
A repeatable playbook for opening locations on time and on budget, and ramping them to maturity faster.
Experience as franchisees and operators across national brands, including the franchisor relationships that come with it.
A practiced approach to bringing new units and businesses onto common systems, reporting, and culture.
We hold for the long run, compounding value through operations rather than financial engineering.
Fitness, recovery, and boutique studio concepts built for recurring membership and multi-unit expansion.
Express car wash and service formats with strong real estate, throughput, and subscription economics.
Branded retail networks where service quality and disciplined field operations drive performance.
Beloved regional and quick-service concepts with loyal followings and room to grow responsibly.
Single- and multi-brand franchisee platforms where we add value as engaged, experienced operators.
Distributed, service-led businesses with durable demand and a fragmented landscape to consolidate.
Real estate, construction, and permitting expertise to open new units faster and at lower cost.
Building the field leadership, district structure, and staffing models that scale with the network.
The dashboards, unit-level reporting, and metrics that matter for running a distributed business.
Leveraging scale and long-standing partnerships to improve terms across the portfolio.
Brand and local marketing playbooks that drive traffic and membership at the store level.
A disciplined process to bring acquired units onto common systems, reporting, and culture.
Managing franchisor, lender, and partner relationships as an aligned, long-term owner.
The day-to-day operating discipline that turns a good location into a great one.
Express exterior car wash operating 18 locations across Southeast Michigan, with complimentary self-service vacuums at every site.
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One of the largest T-Mobile retail operators, running 450+ branded locations across 25 states with a focus on service.
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A Club Pilates franchisee platform currently operating 14 studios across the East Coast and delivering a premium boutique fitness experience.
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The originator of Detroit-style pizza, operating 19 locations across metro Detroit with a deeply loyal regional following.
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Bold popcorn, pretzels, and kettle chips distributed to 30,000+ retail locations across the United States and four countries.
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Nearly 350 salons under the Supercuts, Cost Cutters, and Holiday Hair brands across seven states.
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A multi-location operator specializing in WIC nutrition products — dairy, baby food, juices, cereal, and bread.
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Saber is Chief Executive Officer and co-founder of Wireless Vision, which at its height reached over 800 locations. He has more than 35 years of retail and restaurant experience, and his entrepreneurial drive has led him to start several successful businesses. Wireless Vision has grown to over 600 T-Mobile branded locations.
Saber has invested in and guided the growth of over 350 Alline hair salon locations, and has spent the last decade investing in startups — mainly in technology and consumer goods — investments that motivated him to found Ammori Equity Partners. He has invested in multiple large brands as a franchisee and operator.
He is active in community give-back programs through WV’s Got Your Back partnerships with Feeding America and other charities, serves on multiple private boards, and has been named one of DBusiness Magazine’s 500 Most Powerful Business Leaders in Metro Detroit. He enjoys spending time with his wife, Jeanine, and their five boys.
Juan Rojas currently serves as the Group COO and CEO of Buddy’s. With more than 25 years of retail experience, Juan has a strong track record of leading all aspects of the business, including operations, sales, finance, HR, and IT.
His career spans both field leadership and corporate roles, giving him a unique ability to solve problems and connect with employees at every level of the organization. Juan is passionate about building high-performance teams and a strong company culture, with a people-first approach: by taking care of both customers and employees, financial success naturally follows.
He takes pride in working for an organization that values transparency and growth. Outside of work, Juan enjoys time with his family, including his 11-year-old child, and is an avid soccer fan and self-proclaimed nerd.
Yolanda Royall-Williams currently serves as the Group CPO and COO of Ammori Fitness. She has been a driving force at Wireless Vision since 2016, where she began as Director of Human Resources and quickly rose to Vice President of People and Engagement before becoming Chief People Officer.
With extensive experience in human resources and organizational leadership, she has strengthened employee engagement, talent development, and company culture across the organization. Before Wireless Vision, she held leadership roles at Party City and RadioShack, and spent more than a decade at Verizon Wireless, building deep expertise in people operations within large retail organizations.
Today she helps lead people strategy across the broader portfolio while overseeing operations for Ammori Fitness. A proud Detroit native, Yolanda is passionate about building environments where people succeed personally and professionally, and outside of work she is a devoted wife and mother.
Danny VanDenBos currently serves as the Group CFO of all companies, overseeing financial strategy and performance across the organization’s portfolio of operating companies.
He began his career at Dell in Round Rock, Texas, before moving into finance with RGIS Inventory Services, where he became the Finance Lead for U.S. Operations. In October 2016 he joined Wireless Vision as a Senior Manager of Finance and has since risen to Chief Financial Officer, today leading Financial Planning & Analysis, Accounting, Data Analytics, and the Commission department.
He guides the financial strategy of the business while supporting operational leadership with data-driven insights and disciplined financial management. Danny is passionate about building strong teams and creating an environment where people can grow professionally while contributing to the long-term success of the organization.
Brendan is a Director at Ammori Equity Partners, responsible for strategic options across the company’s portfolio, business development, and the evaluation of investment opportunities.
After graduation, he spent 2 years at Symmetry Management, a real estate firm specializing in custom-tailored acquisition and development solutions, where he focused primarily on the financial strategies for acquisitions, developments, and dispositions of assets.
Brendan also serves as Director of Michigan Wash Company, owners of Zax Auto Wash, where he specializes in operational and financial strategies and spearheads the real estate development of sites, in addition to managing in-house assets. He looks forward to contributing to the business development of Ammori Equity Partners and exploring opportunities to expand into new operational domains.
Luke is an Analyst at Ammori Equity Partners, where he supports the firm’s investment and operating work across the portfolio — from diligence and financial analysis to performance tracking and reporting across the multi-unit platforms.
Before joining AEP, Luke built his foundation in private equity and finance through a progression of internships. He was a Private Equity Intern at Tucker’s Farm Corporation, a low-profile holding company modeled after Berkshire Hathaway that makes value-oriented, long-term investments with a permanent equity base; a Private Equity Summer Intern at Townsend Street Capital; and a Finance Intern at M. Shapiro Real Estate Group.
His toolkit centers on corporate finance and advanced Microsoft Excel.
199 Pierce Street
Birmingham, MI 48009
