It all started...

I have been fortunate to receive love and affection from my parents, siblings, my family, my wife, friends and loved ones. From my beginnings in Sonora, Mexico, where I was born, I have had the resources and space necessary to get to know myself better and discover my talents.

The beginning, of course, was full of challenges. Now, at this stage of my life, I understand my restlessness, my curiosity, and my eagerness to learn more. During my youth, I struggled to absorb information quickly, to decide whether I was interested in it or not.

Hence, formal education was a challenge for me: I was labeled as distracted, I got low grades, I forgot my backpack, lost my glasses and books, and forgot about homework. Now I understand that many of the topics simply did not interest me and I found the formal education system boring and meaningless. My favorite subject was history, since, in one way or another, they were life lessons and historical events. Despite the challenges, I managed to get to university, where everything changed.

College

At Tecnológico de Monterrey, I studied Communication Sciences. I enjoyed the variety of topics and the extensive libraries, videos, conferences, extra classes, and recordings at my disposal. In this space, I began to discover my potential. Communication, computers, advertising, websites, sales, and business were areas that really caught my attention. In my first semester, in September 1999, I created my first website.

Get to work

I had to leave the university due to various challenges and I went to work in my uncles' family businesses in the north of the country. There I learned the art of face-to-face sales, cold calls, and long trips to get to an appointment. I learned about the world of industrial printing, which is still part of what I know and do today. Interestingly, I have been able to bring digital innovations to a business dominated by distributors and engineers with little knowledge of digital marketing.

My first ".com" project

Later on, I decided to start my first business. I created a platform to connect rural communities in Mexico that wanted to generate income from ecotourism with potential customers online. Although the idea had potential, the project did not work, but it provided me with a solid foundation in all aspects of an online offer.

Then I was lucky enough to work in a small office that focused on team development through trust, empathy, and active listening. I worked in sales and marketing, attracting prospects through ads and SEO. At this place, I was able to see the entire sales process and attend workshops and trainings where I could listen to and understand the challenges of our customers.

MBA in corporate branding

After this experience, I had the opportunity to collaborate with Ideograma, one of the most important branding consultancies in Mexico. Here I learned that the brand is a strategic asset of communication, differentiation, and purpose. I am currently still collaborating with Ideograma in strategies and in spreading the value of the brand.

Desansiedad

Later, I had the opportunity to develop Desansiedad, an online mental health community specialized in anxiety. Here I was able to apply all my knowledge in software, development, web design, and sales. Desansiedad allowed me to open up horizons to other businesses and modalities, such as Voybien, a new health platform that includes mental health and other disciplines.

Beyond Desansiedad

After Desansiedad, something shifted inside me. I realized that all the knowledge, systems, and strategies I had built should not remain in service of just one project. I felt called to put that talent at the service of other people, other professionals, and other projects in the field of health and wellness.

Some colleagues and professionals began to ask me: How did you build that kind of impact? How did you manage growth while keeping the project ethical, therapeutic, and human? How did you run the operations, the strategies, the platforms? Their questions planted a seed in me. I understood that my experience could become a bridge for others.

Methodology: Wellness Brand Method

Over time, I organized all this knowledge into what is now the Wellness Brand Method. It is the result of years of listening, experimenting, adjusting, and refining. At its core, it is a practical framework to help health and wellness professionals turn their expertise into sustainable online businesses.

Around this method, I’ve begun laying the foundations of an ecosystem of services, growth, and community—a space where professionals can find clarity, guidance, and the right connections to thrive. The vision is ambitious and still unfolding: to empower 1,000 health and wellness professionals to raise their voices and touch the lives they are meant to transform—with healing, balance, and impact.

A personal journey

This has not only been professional work—it has been personal. I was used to building in the background, operating and amplifying others. Now I’ve been challenged to step forward, to raise my own voice so I can help others raise theirs. It hasn’t been easy, but it has been worth it.

I believe the world needs more voices in health and wellness. More guides who bring balance, forgiveness, connection, and healing. That is why I continue learning, reinventing, and serving. This journey is still in progress, but it is clear to me that my role is to support those who have the courage to share their voice and create change.

Joe

Version 3. September 2025.