about us

Experience & vision combined

Learn more about our team of experts, innovators, and magic makers.

Once upon a time

It all began in 1985, Michael Needham, CEO and Shiori Sudo, Executive Vice President of the Toronto based SimEx developed a series of attraction products using motion systems including , the world’s first flight simulator ride, Tour of the Universe at the CN Tower.

Meanwhile in Los Angeles, Iwerks Entertainment was founded by former Disney executives Don Iwerks and Stan Kinsey. Iwerks becomes a leading developer of special films, venues, and virtual reality theaters throughout the world.

In 2002, SimEx purchased Iwerks Entertainment creating SimEx-Iwerks. For the next 22 years, the company focused on innovative attraction design and execution, developed a comprehensive film portfolio, and fostered partnerships in the zoo and aquarium market. And the rest, as they say, is history.

see our full history

what our clients are saying

"I would definitely recommend working with SimEx-Iwerks as part of any attractions mix. It's the people representing SI that I feel make all the difference. They act and talk like partners."

todd martinsen, Director of Business Operations, Jacksonville Zoo and Gardens

Your future partners in innovation

Meet some of our key team members below–the passionate experts helping drive innovation and excellence at SI

Founders
Michael, President & CEO and Shiori, Executive Vice President first invested in a flagship motion theater attraction at Toronto’s CN Tower. Originally a one-off project, it not only influenced the future of motion attractions, but it sparked Michael and Shiori’s excitement for the industry. Together, they founded this company, hand selecting a talented team and creating ground-breaking projects in more than 300 locations worldwide.
Chief Financial Officer
Milan is a CPA with more than 20 years experience in the attractions industry. He is also an avid traveler, having visited over 20 countries across four continents, which fuels both his love for adventure and his global perspective. With this adventurous spirit, his favorite 4D show is Shark 4D Experience.

SVP, Licensing & Distribution
Mike's been with the company since 1988, making him one of our longest-serving team members. When he's not licensing experiences, he's perfecting his paella recipe. Ask him about Pirates 4D–it's his favorite and the first 4D film we ever distributed!

mfrueh@iwerks.com
SVP, Attraction Development
Sean's background with over 28 years at the Wildlife Conservation Society and Six Flags Theme Parks brings incredible insight in guest service and operations. He brings fresh ideas (and fresh eggs from his seven chickens) to the team. His favorite film? Scrooge 4D: A Christmas Carol.

smcallister@iwerks.com
SVP, Architecture & Design
Sal's been designing amazing attractions his entire career. The spark of creativity started in his teens when this former DJ discovered the joy of entertaining. He creates experiences that wow our guests and is especially proud of our flying film library.

salag@simex.ca

VP, Marketing & Partnerships
Kate’s background in sports marketing and the National Aquarium bring a wealth of experience to our clients. She has been working closely with our partners for over 15 years. When she is not creating new marketing and sales strategies, she’s likely watching her favorite F1 team. Her top pick for 4D thrills? Octopus: Blue Planet II 4D Experience!

kmagnusson@iwerks.com
Vice President, Technology & Operations
Alex has 25 years of experience in ride equipment and attraction development. His career began as a teenager working at a theme park, sparking a lifelong love of the industry. When not creating new innovative products, he is likely playing hockey. His favorite attraction – our first flying theater, Agila in the Enchanted Kingdom, Philippines.
Vice President, Finance & Controller
With a passion for precision and innovation, Jason has been in the industry for over 15 years. When he is not crunching numbers and strategizing, he stays active with his favorite sports and local volunteer work. Splash and Bubbles 4D is at the top of his list as it keeps his young family entertained.

Director, Licensing & Distribution
Howard's indie film background brings something special to our licensing team. By day, he's finding amazing content; by night, he's writing screenplays. His favorite 4D film? The Bear & the Squirrel–a story as interesting as his career!

hbrodsky@iwerks.com
Director, Partnerships
Emily's marketing know-how comes from years of promoting aquatic wonders at the National Aquarium. A true music fan, she's been to over 100 concerts (Taylor Swift included). Her favorite 4D experience? Rudolph the Red Nosed Reindeer!

ereymer@iwerks.com
Director, Operations
Brandy's visitor service skills come from years managing at the National Zoo. She brings this expertise to our operations team. Fun fact: she volunteered in the Reptile house, working with snakes, turtles, and lizards. Her favorite film? Shark: A 4D Experience!

bgedeon@iwerks.com

from our partner

"Mike and his team should run a college class on customer service. I know they have larger clients than us, but they continue to make us feel like we are their number one client."

Stan Morrell, vp Entertainment & Special Events, Stone Mountain Park

Our commitment to exceptional service

Our dedicated team has been the secret ingredient behind the world's most thrilling and successful cinematic attractions. We are happy if our clients are happy. We prioritize your goals and tailor our customer service to support you whenever and wherever you need it.