JULES
WHAT’S IT TO YA?
July 24, 2026
Jules Croubalian Leuba is the founder of Montréal-based drink brand Zamalek. The Swiss-born entrepreneur with family ties to Egypt was inspired by the Egyptian hibiscus drink Karkadeh, and decided to create his own recipe in Canada. Aside from being an entrepreneur, he is an absolute baller, and played in the youth system of Swiss club Servette, who he also supports. The last thing you want to see on the pitch is Jules challenging you on a 50/50, or a late run at the top of the box.
This interview has been edited for length and clarity.
What is your relationship with Servette FC?
I was born in Geneva in 1992. The 90s were a prolific time for them. In regard to the Swiss championship. They were the most successful in the 20th century and were never relegated to the 2nd division. The first football game I went to see was in 1999-2000 at the Stade des Charmilles, which was in the neighbourhood where I was living with my dad. The stadium seemed huge to me as a kid. I have a vivid memory of the qualification for the Champions League. He was excited to bring me to the game. He had fallen out of love with football but was excited to get back into it with a son who’s into football.
I kept going to the stadium regularly in the late 90s and 2000s. It was quite a small stadium, maybe 7000 people, but it was packed every game. It was intense, but it wasn’t crazy or violent. Today, I follow from afar, but the hooliganism seems to be big now, which is weird for the level of the Swiss league.
I also played for Servette in the youth leagues around 2003 and 2004. I played for two seasons. Like many kids, I dreamed of being a pro footballer. I played at national selection games, but I realized I don’t have what it takes to go pro. I played with a lot of kids who were very good, but almost none of them went pro. I also went to Olympique Lyonnais for a training camp, but I realized that I don’t want to do this.
This interview has been edited for length and clarity.
What is your relationship with Servette FC?
I was born in Geneva in 1992. The 90s were a prolific time for them. In regard to the Swiss championship. They were the most successful in the 20th century and were never relegated to the 2nd division. The first football game I went to see was in 1999-2000 at the Stade des Charmilles, which was in the neighbourhood where I was living with my dad. The stadium seemed huge to me as a kid. I have a vivid memory of the qualification for the Champions League. He was excited to bring me to the game. He had fallen out of love with football but was excited to get back into it with a son who’s into football.
I kept going to the stadium regularly in the late 90s and 2000s. It was quite a small stadium, maybe 7000 people, but it was packed every game. It was intense, but it wasn’t crazy or violent. Today, I follow from afar, but the hooliganism seems to be big now, which is weird for the level of the Swiss league.
I also played for Servette in the youth leagues around 2003 and 2004. I played for two seasons. Like many kids, I dreamed of being a pro footballer. I played at national selection games, but I realized I don’t have what it takes to go pro. I played with a lot of kids who were very good, but almost none of them went pro. I also went to Olympique Lyonnais for a training camp, but I realized that I don’t want to do this.
During the years I was there, the big drama happened. A French dude bought the club and did what the owners of PSG or Man City have done. Except that he didn’t actually have the money, and the club went bankrupt and dropped to the fourth division. This happened while I was at the club, but it didn’t affect the youth level. They also moved to a brand-new stadium, Stade Genève, and away from their historic home of Stade des Charmilles. The new stadium can hold 30,000, but only a 1000 people attended. It felt like a semi-pro club. The new stadium was supposed to hold concerts, but it never happened. It was a disaster.
I kept loving the club, and it took them almost 10 years to come back and close to 20 years to the top level. I kept following, but I don’t always watch since I’ve been in Montreal since 2013, but whenever I’m back in Geneva, I try to go watch. Now it’s fun because the stadium is almost full again and people are into it.
I left Servette and played for different clubs, SC Chênoix, I was 15-16, and those were the best years of football I’ve played. I was playing in the national league, getting on the bus and playing around the country. It was really good. I wanted to keep playing, but I don't want to do 3-4 sessions plus training. It was hard, and I stopped when I was 18.
Why did your father fall out of love with football?
A few years before I was born, my dad was a goalkeeper and was badly injured in a 1v1 with a striker, breaking his tibia. He didn’t really play again for 10 years until I started getting into football. We started playing together again. We would watch the Champions League every Tuesday and Wednesday night together. My dad was also a journalist and musician; he never really went to bars to watch games, but he used me as an excuse to watch football.
I kept loving the club, and it took them almost 10 years to come back and close to 20 years to the top level. I kept following, but I don’t always watch since I’ve been in Montreal since 2013, but whenever I’m back in Geneva, I try to go watch. Now it’s fun because the stadium is almost full again and people are into it.
I left Servette and played for different clubs, SC Chênoix, I was 15-16, and those were the best years of football I’ve played. I was playing in the national league, getting on the bus and playing around the country. It was really good. I wanted to keep playing, but I don't want to do 3-4 sessions plus training. It was hard, and I stopped when I was 18.
Why did your father fall out of love with football?
A few years before I was born, my dad was a goalkeeper and was badly injured in a 1v1 with a striker, breaking his tibia. He didn’t really play again for 10 years until I started getting into football. We started playing together again. We would watch the Champions League every Tuesday and Wednesday night together. My dad was also a journalist and musician; he never really went to bars to watch games, but he used me as an excuse to watch football.
How did you end up in Montréal?
My dad was born here. Grandmother is Swiss, and grandfather is Armenian, but was born in Egypt. They wanted to leave Egypt, but they couldn’t move back to Switzerland, so the only place they could move to was Montréal. My father was born here, stayed for 10 years, got their Canadian citizenship and then moved to Switzerland. When I was in Geneva, I was a bike courier, and I didn’t know what to do with my life. I decided to move here and fell in love with the restaurant industry, and then Zamalek happened.
When did your story with Zamalek begin?
Zamalek is also linked with my grandfather. He was from a neighbourhood in Egypt called Zamalek. It’s also the name of a football team that I also support, even though I never saw them. My dad brought my mom to Egypt to meet my grandfather, and this is where my mom discovered this drink called Karkadeh (Hibiscus-infused drink). When I was here in Montreal, I would make this drink for myself. One day, I brought it to La Rama Records and got free records in exchange for the Karkadeh.
Then there is this Thai restaurant called Pumpui. The owner loved my drink and pushed me to sell it to him so he could sell it at the restaurant. At first, I didn’t want to, but I thought making a few bucks wouldn’t hurt. Pumpui was my first client in 2018. I then went to Egypt, wanted to reconnect with my roots and learned more about the drink. I envisioned Zamalek as my brand. I then met Bashar, my business partner and Damarice, my other business partner and now my girlfriend. At first, we wanted to focus on making the original drink only, and now we have six products, with two more coming later this year.
I learned that when you have a good idea in front of you, don’t stress over it and go for it.
My dad was born here. Grandmother is Swiss, and grandfather is Armenian, but was born in Egypt. They wanted to leave Egypt, but they couldn’t move back to Switzerland, so the only place they could move to was Montréal. My father was born here, stayed for 10 years, got their Canadian citizenship and then moved to Switzerland. When I was in Geneva, I was a bike courier, and I didn’t know what to do with my life. I decided to move here and fell in love with the restaurant industry, and then Zamalek happened.
When did your story with Zamalek begin?
Zamalek is also linked with my grandfather. He was from a neighbourhood in Egypt called Zamalek. It’s also the name of a football team that I also support, even though I never saw them. My dad brought my mom to Egypt to meet my grandfather, and this is where my mom discovered this drink called Karkadeh (Hibiscus-infused drink). When I was here in Montreal, I would make this drink for myself. One day, I brought it to La Rama Records and got free records in exchange for the Karkadeh.
Then there is this Thai restaurant called Pumpui. The owner loved my drink and pushed me to sell it to him so he could sell it at the restaurant. At first, I didn’t want to, but I thought making a few bucks wouldn’t hurt. Pumpui was my first client in 2018. I then went to Egypt, wanted to reconnect with my roots and learned more about the drink. I envisioned Zamalek as my brand. I then met Bashar, my business partner and Damarice, my other business partner and now my girlfriend. At first, we wanted to focus on making the original drink only, and now we have six products, with two more coming later this year.
I learned that when you have a good idea in front of you, don’t stress over it and go for it.
What’s your favourite Zamalek flavour?
It’s hard to say, in terms of taste, I have to say Cola, because it has a lot of sugar, and everyone gets addicted. But my favourite is the one that’s not out yet. I love them all, but it’s hard to choose.
Where do you hope to see Zamalek in the future?
The first objective is to pay the bills. It took a long time, but we’re paying the bills now. We keep growing without abandoning our core values. Having fun, making this world better and more cohesive. Make it generous, we can’t be cheap. When we first started, we were making the cans by hand. The cans were flimsy, which affected the drink, but restaurants continued to buy it. You can give back to the people who helped you, but it’s also important to give back to others. Honestly, I don’t really know what the future will look like. But I want to keep doing it and having fun. If people don’t like it, then I’ll stop.
Photos: Ararsa Kitaba
Interview: Gisoo Kim
It’s hard to say, in terms of taste, I have to say Cola, because it has a lot of sugar, and everyone gets addicted. But my favourite is the one that’s not out yet. I love them all, but it’s hard to choose.
Where do you hope to see Zamalek in the future?
The first objective is to pay the bills. It took a long time, but we’re paying the bills now. We keep growing without abandoning our core values. Having fun, making this world better and more cohesive. Make it generous, we can’t be cheap. When we first started, we were making the cans by hand. The cans were flimsy, which affected the drink, but restaurants continued to buy it. You can give back to the people who helped you, but it’s also important to give back to others. Honestly, I don’t really know what the future will look like. But I want to keep doing it and having fun. If people don’t like it, then I’ll stop.
Photos: Ararsa Kitaba
Interview: Gisoo Kim
