Guy Colen is one of the leading and most recognized names in the franchising and retail sector in Israel, and not by coincidence. With decades of practical experience, Guy has guided thousands of franchisees through every stage of their business journey, from the initial idea to the establishment of an international chain. His professional path began in 1998 when he received his law license and began operating at the unique intersection of law and business, where he found his true passion. In the past, Guy served as Legal Counsel and Business Development Manager for the "Aroma" chain, one of Israel's most successful and recognized coffee and leisure chains. There, he led business expansion into Tel Aviv and subsequently to European countries, accumulating efficient experience in all aspects of management, development, and strategy for franchise networks.
The experience of "being in the field," actually managing a chain, and dealing with daily challenges, gave Guy a unique perspective that few lawyers in Israel possess today. Currently, Guy serves as Chairman of the Franchising Committee at the Israel Bar Association, a role reflecting his professional standing and influence in shaping the field in Israel. He regularly accompanies chains in Israel and abroad, advises franchisees in a variety of industries—from dining and cafes to services and technology—and has built a reputation as an expert who knows not only how to draft detailed, multi-layered franchise agreements but also how to advise wisely on strategy, identify risks, and lead many businesses to safe and successful growth.
Education
Guy has been a licensed attorney since 1998, specializing uniquely and deeply over the years in Franchising, Retail, and Commercial Law. The practical experience he accumulated, both as a lawyer and as a business development manager in the field, created expertise combining deep legal knowledge, precise business understanding, and strategic market vision. As Chairman of the Franchising Committee at the Israel Bar Association, Guy influences the design of professional standards in the field and is considered a central figure in Israel's legal and business franchising community.
Professional experience
Guy began his career as an independent lawyer immediately after receiving his license, specializing in Franchising and Commercial Law. Parallel to his work as a lawyer, Guy identified a unique opportunity to gain practical experience and joined the "Aroma" chain as Legal Counsel and Business Development Manager. In this role, he led the chain's expansion, managed complex franchising procedures, and gained practical knowledge in all aspects of management, marketing, development, and commercial strategy. After years at Aroma, Guy returned to focus on the independent firm he established, and has since successfully guided thousands of chains and franchisees in Israel and globally. Guy has drafted hundreds of franchise agreements, advised on complex deals, represented clients in disputes, and led international expansion processes. Today, as a Founding Partner at GCB, Guy continues to lead the Franchising and Commercial Law Department.
