Pura Vida Miami Appoints Donnie Upshaw As Chief People And Culture Officer

Veteran people and operations leader joins Pura Vida Miami to strengthen leadership, talent and culture as the company continues its national expansion

MIAMI, FL – September 8th, 2026 – Pura Vida Miami, the all-day café and lifestyle brand operating 55 locations across six states and Washington D.C., today announced the appointment of Donnie Upshaw as Chief People and Culture Officer. Upshaw joins Co-Founders Omer and Jennifer Horev and the company’s expanding executive leadership team as Pura Vida Miami continues its national expansion.

As the company enters its next chapter, Pura Vida is investing not only in new cafés and markets, but in the people, leadership and culture required to build an enduring organization.

In his role, Upshaw will lead Pura Vida's people and culture strategy, with responsibility for attracting and developing exceptional talent, strengthening leadership at every level of the organization, improving employee engagement and retention, and building the systems and infrastructure necessary to support the company as it scales.

“As we build the next chapter of Pura Vida, one of my greatest responsibilities as CEO is to make sure we are not simply building a bigger company - we are building a better one,” said Omer Horev, Co-Founder and CEO of Pura Vida Miami. “I believe the strongest companies are built by people who genuinely care - about the guest, about their teammates, about the details, and about what we are building together. Donnie brings a deep understanding of what it takes to build strong teams, develop great leaders and create an environment where people can grow with the company. I think about our organization much like a great sports team,” Horev continued. “We may play different positions and have different responsibilities, but we wear the same jersey and are working toward the same goal. Bringing Donnie into our leadership team is an important investment in the company and culture we intend to build in the longterm.”

Donnie Upshaw, Chief People and Culture Officer

Upshaw joins Pura Vida Miami following an eight-year tenure with Wingstop, where he held senior leadership roles across people, brand and restaurant operations during a period of significant growth and transformation. He brings expertise spanning leadership development, succession planning, talent acquisition, workforce strategy and organizational effectiveness.

At Pura Vida, Upshaw will work closely with executive leadership to strengthen leadership capabilities, develop talent from within and create opportunities for employees to grow into management and leadership roles. Central to his role will be preserving the entrepreneurial culture, hospitality and sense of community that have distinguished the brand as it scales.

“Pura Vida Miami has built something truly special—a brand with an incredible culture, passionate people and an ambitious vision for the future,” said Donnie Upshaw, Chief People and Culture Officer of Pura Vida Miami. “I’m excited to help build the leadership, talent and capabilities to support our growth while maintaining the culture and sense of community that makes Pura Vida so special. I want Pura Vida to be a place where exceptional people want to build their careers and where leaders are developed from within.”

Upshaw’s appointment further strengthens Pura Vida Miami’s senior leadership team as the company continues to invest in the people, operational capabilities and infrastructure needed to support its national expansion. His appointment follows the company’s recent additions of Andrew McCaughan as Chief Development Officer, Chad Brauze as Chief Culinary Officer, and Bruno Cardinali as Chief Marketing Officer in June 2026.

ABOUT PURA VIDA MIAMI:

Founded in 2012 by husband-and-wife team Omer and Jennifer Horev, Pura Vida Miami is an all-day café and lifestyle brand with a growing national footprint. With more than 50 locations across Florida, New York, California, Maryland, Virginia, and New Jersey, the brand has evolved from a single Miami Beach café into a multi-state concept rooted in quality, hospitality, and community.

Known for its vibrant menu, Pura Vida Miami offers a thoughtfully curated selection of avocado toasts, pasture-raised egg dishes, chef-driven salads, high-protein plates, wraps, bowls, cold-pressed juices, smoothies, acaí bowls, and fresh-baked goods, all made with high-quality ingredients and thoughtful preparation.

Beyond the menu, Pura Vida Miami is designed to be a welcoming third space, a place that exists between home and work where guests can connect, recharge, gather, or simply enjoy a moment for themselves. Inspired by Miami's coastal lifestyle, each café features a bright, airy atmosphere that encourages people to linger and fosters a sense of belonging throughout the day. By combining warm hospitality, purposeful design, and a distinctive café experience, Pura Vida Miami has become more than a place to eat. It is a lifestyle destination where people come together from morning to evening.

For more information, visit puravidamiami.com and follow @PuraVidaMiami on Instagram and TikTok.