diff --git a/spacy/cli/project/run.py b/spacy/cli/project/run.py
index 5289add36..bfd930766 100644
--- a/spacy/cli/project/run.py
+++ b/spacy/cli/project/run.py
@@ -176,7 +176,6 @@ def run_commands(
     """
     for c in commands:
         command: Union[str, List[str]]
-        exe: Optional[str] = None
         if is_windows:
             command = c
 
@@ -184,17 +183,18 @@ def run_commands(
             # cases. It will work in ordinary cases, but will miss cases where
             # the command is like:
             #   "C:\My Programs\python.exe" script.py
+            # In a "missed" case the command will simply be executed unchanged.
             head, _, tail = c.partition(" ")
 
-            # This doesn't rewrite the command to include sys.executable
-            # because sys.executable might include spaces, quotes, or
-            # something, and need quoting itself. Instead the exe param is used
-            # to directly specify the binary to call.
+            # Actual Windows quoting is more complicated, but simpler quoting
+            # rules are used for the first argument in command invocations.
+            #
+            # https://learn.microsoft.com/en-us/cpp/c-language/parsing-c-command-line-arguments
+            quoted_exe = f'"{sys.executable}"'
             if head in ("python", "python3"):
-                exe = sys.executable
+                command = f"{quoted_exe} {tail}"
             if head in ("pip", "pip3"):
-                exe = sys.executable
-                command = "python -m pip " + tail
+                command = f"{quoted_exe} -m pip {tail}"
 
             if not silent:
                 print(f"Running command: {command}")
@@ -215,7 +215,7 @@ def run_commands(
                 print(f"Running command: {c}")
 
         if not dry:
-            run_command(command, capture=capture, exe=exe)
+            run_command(command, capture=capture)
 
 
 def validate_subcommand(
diff --git a/spacy/util.py b/spacy/util.py
index c526f796c..7ce708651 100644
--- a/spacy/util.py
+++ b/spacy/util.py
@@ -944,7 +944,6 @@ def run_command(
     *,
     stdin: Optional[Any] = None,
     capture: bool = False,
-    exe: Optional[str] = None,
 ) -> subprocess.CompletedProcess:
     """Run a command on the command line as a subprocess. If the subprocess
     returns a non-zero exit code, a system exit is performed.
@@ -956,8 +955,6 @@ def run_command(
         sys.exit will be called with the return code. You should use capture=False
         when you want to turn over execution to the command, and capture=True
         when you want to run the command more like a function.
-    exe (Optional[str]): Path to Python executable to use. Passed separately
-        from the command on Windows to avoid quoting issues.
     RETURNS (Optional[CompletedProcess]): The process object.
     """
 
@@ -996,7 +993,6 @@ def run_command(
             input=stdin,
             encoding="utf8",
             check=False,
-            executable=exe,
             stdout=subprocess.PIPE if capture else None,
             stderr=subprocess.STDOUT if capture else None,
         )