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Meet our founder. Say hello to Alex! -


It’s time for part two of our meet the team blog series and today it’s the turn of Alex Beraskow, President and CEO of Alex is ready for Halloween, as you can see by this carved pumpkin by Lee-Anne Scott.

Describe yourself in three words.

Creative, collaborative, driven. 

I started in part because I saw a better way of doing things – the business opportunity - and in part because I love growing a business – the personal growth part. The growing part is fascinating, developing business models, trying out new strategies. I keep hearing about how the Internet keeps changing the world (I didn’t get that email) and especially that social media is becoming more relevant in business. So many things to still learn!

I also love the collaborative process, creating something. That is what jazz is to music: full of improvisation, vitality and most of all, fun.

When you are not at the office with your creative cap on, what can we find you doing?

While I am a raging introvert, I am always on the go. I played squash for 15 years until my knees gave out. I then switched my attention to golf and at one time – briefly – had a single digit handicap. This past winter I did the Tour D’Afrique, cycling from Cairo to Cape Town, a 12,000 km bicycle trip across 10 countries in four months. I also love cooking – principally because I love food – and the necessary wine drinking.

Describe one feature that you would have in your ultimate dream home.

If I could have anything in a dream home then it would be an indoor swimming pool, so we could swim in the cold winter months.

What’s your next renovation project?

I've carried out a lot of renovations in the last few years! The next project will be to build an armour stone wall at the back of our house, facing the pond. (See what Alex means by the "pond" by clicking on his founder's story below.) 

See Alex's renovation story by clicking here.


Posted on October 22, 2013
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