With a career forged in companies such as Accenture or Capgemini Invent, Joan Amat (Barcelona, 1986) built the foundations of his career in the world of strategic consulting, helping large organisations to make decisions in complex environments. A chemical and industrial engineer by IQS and with an EMBA at IESE, he has always looked for a balance between structured analysis and practical impact.

The turning point came when Dr. Ferran Fillat, a traumatologist at Parc Taulí and Hospital Clínic, proposed him to join Tailor Surgery: an ambitious project that transforms orthopaedic surgery through personalisation. So he has begun a new phase as CEO, leading a startup that combines technology, medicine and 3D design; in short, a comprehensive 3D surgical planning service and the design of customised implants and instruments.

TB: What is the purpose of your project?

JA: We have a clear goal: to improve people’s health through innovation. At Tailor Surgery we believe that customisation in medicine is not just a trend, but a necessity. We use technology to offer surgical solutions adapted to each patient, with the aim of having a real and positive impact.

TB: What stage is the project at and where do you see it going in two years?

JA: We are in a sales and growth phase, consolidating our model in Spain and starting to prepare for international expansion. Two years from now, I envision Tailor Surgery as a global leader in customised orthopaedic and trauma surgery solutions.

TB: A good idea you have had.

JA: More than a specific idea, I think the strength lies in having a clear direction and adapting to what is coming. The best idea is to surround yourself with people with criteria.

TB: What has been your biggest challenge?

JA: The most important is team management: creating cohesion, maintaining motivation and making decisions in difficult moments. But the most worrying, realistically, is cash flow management when you have a fast-growing project.

TB: The best advice you’ve ever received.

JA: Do one thing and then do another. Multitasking doesn’t work when you are looking for excellence. It’s better to take it one step at a time and do things well.

TB: A role model.

JA: One of the most enriching things about my job is talking to people with very different profiles. You always learn something. But if I had to choose a role model, I would say Amancio Ortega: he has managed to have a global impact without forgetting his territory, Galicia. This has a lot of merit. I think there is often a tendency to demonise figures like him, when in reality they should be recognised for their ability to have created jobs, industry and value in their country.

TB: A technology that will mark the future.

JA: Artificial intelligence is already here, but we will see many more changes in medicine thanks to it. And I believe that operating offshore will be a reality sooner than we think.

TB: A startup or company.

JA: Netflix. Not for the technology itself, but for its ability to reinvent itself: from Blockbuster to DVD by post, and then to a global platform. Knowing how to pivot well is a lesson for any entrepreneur.

TB: What helps you to disconnect?

JA: Music. I play the piano and the guitar when I can. I also enjoy eating, I like to have time to go to a nice restaurant with good company.

TB: A book to recommend.

JA: ‘Yesterday’s World’, by Stefan Zweig. A book that helps to understand social and personal transformations in times of uncertainty. Very up-to-date, even though it was written almost a century ago.

TB: A series, film or song that defines your moment in life.

JA: ‘The Bear’. Because it’s not enough to have talent: you have to work hard, learn from your mistakes and resist to become number one.

TB: A recipe, a restaurant.

JA: Rice dishes, without a doubt. Both making them and eating them. I like to cook slow-cooked dishes and, if I have to choose a type of restaurant, I’d go for those that still defend true Catalan cuisine. We are too full of Asian restaurants and other international fashions without soul, it’s hard to find places that cook with roots, respect and authenticity.

TB: A place in the world.

JA: Any corner of nature where you can walk and think without making noise. More than a place, it’s a sensation.

TB: Where would you invest 100k?

JA: In startups that are just starting out but that already show that they can have a real and positive impact on society. Maybe the economic return is uncertain, but the social return is certain.

TB: What does Tech Barcelona mean to you?

JA:  It is a meeting point where talent, innovation and opportunities connect. A dynamic ecosystem that drives projects like ours and facilitates the connections that really move ideas forward. It is a community that accompanies entrepreneurship from within, with an open view of the future.

Graphene –a single layer of carbon atoms arranged in a honeycomb pattern– is a material with unique properties: 200 times stronger than steel, elastic, flexible, ultra-light, a great electrical and thermal conductor, transparent, waterproof, biocompatible and even with some capacity for self-recovery. Since its discovery in 2004, the use of this supermaterial has spread rapidly for the production of electronic devices, semiconductors and touch screens, electric cars and ultra-fast charging batteries, biosensors, smart fabrics, water filtration systems… And its potential is even greater.

Claudia Delgado (Lisbon, 1982) knows this well. As Chief Operating Officer at GraphenicaLab, a company based in Mataró (Barcelona), she leads the production of printed electronic devices based on graphene. A chemist specialising in materials science, Claudia holds a PhD from the UAB in bottom-up molecular electronics or, more simply put, in the development of complex structures from single electronic molecules. She has done research in organic systems applied to microelectronics and for nine years was head of the printed electronics line at Eurecat, developing technologies aimed at health, the environment and green energy.

“I am passionate about building bridges between research and the market, while I’m not climbing mountains or riding my bike.

TB: What is the purpose of your project?

CD: To make graphene-based electronic devices in a scalable way.

TB: What stage is the project at and where do you see it going in two years?

CD: Right now we are developing and validating the technology in relevant and operational conditions and in two years I hope we will have an industrial production plant.

TB: A good idea you’ve had.

CD: How to make 100% printed devices with scalable technologies to transform the green energy sector.

TB: What has been your biggest challenge?

CD: Growing big, and fast, without breaking operations.

TB: Best piece of advice you’ve received.

CD: Change is inevitable, progress is a choice.

TB: A role model.

CD: Ignasi Vilajosana, founder of World Sensing. I had the opportunity to meet him and I was impressed by his mastery and entrepreneurial vision, tuned to the sustainable growth of his companies and the return of value to local entrepreneurial ecosystems.

TB: A technology that will shape the future.

CD: 100% biodegradable electronics. We are already contributing to a more sustainable future, both energetically and with less waste, without having to give up electronics and digital technology.

TB: A startup or company.

CD: Ocean Ecostructures. As we work as a society towards a more sustainable future, someone has to take care of this priceless heritage of humanity now.

TB: What helps you to disconnect?

CD: Relaxing with my family and friends, going climbing, cycling and pottery, following the 1-2-3 rule: sometimes alone, sometimes with two, sometimes with many.

TB: A book to recommend.

CD: ‘Pirenaica’ by Ander Izagirre. Brilliant mix of travel (by bike!) and history.

TB: A series, film or song that defines your moment in life.

CD: The film “Her” by Spike Jonze (2013), beautiful and with the AI whispering to us.

TB: A recipe, a restaurant.

CD: The recipe for Spanish omelette with with onion, undercooked. I love Catalan cuisine connected to its roots, and here in the city I recommend L’Home dels Nassos in Sants.

TB: A place in the world.

CD: Any bivouac in the Pyrenees.

TB: Where would you invest 100k?

CD: I believe in artificial photosynthesis as a technological pillar of the future, so I think we should continue to invest in startups like Twelve, in California, or closer to home, in Jolt Solutions, which develops essential components for technology.

TB: What does Tech Barcelona mean to you?

CD: A vital and welcoming community, essential in Barcelona.

If companies really understood what blockchain is, many would instantly recognize its ability to transform them. Levón Ordyan (Yerevan, Armenia, 1992) is convinced of this.

He was already working at the age of thirteen. “Self-taught”, as he calls himself, he soon started developing blogs and websites, specializing in UX/UI design, branding and graphic design, while closely following the evolution of blockchain, a technology that initially caught his attention through Bitcoin, but which he soon understood as a new way of conceiving digital property, decentralized finance and online identity. Seen the opportunity, he jumped into co-founding the solution: Blocklack, a startup that seeks to integrate blockchain with design to create more secure, decentralized and user-centric digital experiences.

TB: What is the purpose of your project?

LO: To help startups and corporations understand what blockchain is and how they can use it in their day-to-day business. We want to make its adoption easier and more accessible, helping to improve transparency, security and efficiency in their processes.

TB: What stage is the project at and where do you see it in two years?

LO: We started as a company at the end of 2022 and, since then, we have been putting together a team working from different parts of the world. Right now we are ‘full steam ahead’ developing our own app, BlockVault, which we hope to launch this year. In a couple of years, we imagine ourselves with the product well underway, growing at a good pace and helping more people to understand all that the blockchain world has to offer. We truly believe in its potential, not only because of its innovation, but also because of the security that cryptography brings.

TB: What has been your biggest challenge?

LO: I arrived in Spain when I was 13 years old and, honestly, it wasn’t easy. I started working at that age because I come from a family with limited resources. I worked up to 12-hour days. In addition, I had many barriers, such as language. Spanish and Armenian are nothing alike, so I had to get my act together and study on my own. I am self-taught. I started doing news blogs and websites, and by the age of 15 I was setting up my first online store selling and chartering yachts for a client.

TB: The best advice you’ve ever received.

LO: I’ve been given a lot of good advice, but there are two that I always carry with me. The first: “In the graveyard, there are many people who would give anything to have your problems,” reminds me that being alive is already a huge opportunity. And the second one: “You don’t need to have diplomas to be a genius”. It taught me that the most important thing is curiosity, the desire to learn and create, not so much the paper you have hanging on the wall.

TB: A technology that will shape the future.

LO: Blockchain, of course. Not only is it changing how we handle money, but it has the potential to transform many industries. And the best part is that it’s just getting started.

TB: A startup or company.

LO: Telegram. I love it because it’s very focused on privacy and being as decentralized as possible. It doesn’t rely on big corporations and its commitment to security and freedom of expression makes it a very powerful alternative to other more traditional apps.

TB: What helps you disconnect?

LO: I love to drive aimlessly, just enjoying the road, with chill-out music in the background and, of course, accompanied by my dear wife. It’s my favorite way to unwind and recharge.

TB: A book to recommend.

LO: ‘The Bible (New World Translation)’. I am a believer and I am convinced that there is a ‘Great Creator’. For me, the Bible is not only a spiritual book, but also an impressive work: it is the best-selling book in history, recognized by Guinness and is made up of 66 books written over 1,600 years by some 40 authors who didn’t even know each other. Yet it all fits together with incredible coherence.

TB: A series, movie or song that defines your moment in life.

LO: ‘The Vow’, with Channing Tatum. It’s a movie that touches me. It talks about love, struggle and how life can change from one moment to the next. I think at this point in my life it really resonates with me because of all that’s involved in committing and moving forward, no matter the obstacles.

TB: A recipe, a restaurant.

LO: I’m a fan of Armenian barbecue, but I also love Georgian food, especially ‘khinkali’ and ‘khachapuri’. And, of course, I must mention paella, seafood and calamari, they’re my thing! In Barcelona, my favorite restaurant is KINZA, in the Eixample neighborhood. It’s a spectacular place to enjoy good food.

TB: A place in the world.

LO: St. Petersburg. It’s a city that exudes love, passion and culture. The books, the history, the architecture… everything there invites you to immerse yourself in a unique atmosphere.

TB: Where would you invest 100k?

LO: I would invest in tech projects, especially startups working with blockchain or artificial intelligence. I think these are areas with huge growth potential. I might also consider diversifying a bit into real estate and index funds to ensure a more stable long-term investment.

TB: If you weren’t an entrepreneur…

LO: I love the world of design. I have over 15 years of experience in graphic design, UI/UX, web and branding, and the truth is I can’t imagine doing anything else. I’ve been lucky enough to work on amazing projects and have always been passionate about creating something visually appealing that conveys a message or a brand. If I wasn’t in the world of entrepreneurship, I would definitely be immersed in design.

TB: What does Tech Barcelona mean to you?

LO: Tech Barcelona is a key ecosystem for the city’s entrepreneurial world. It’s a place where startups, technology and innovation connect and grow. For me, it’s a reference point, a space where ideas are fostered and community is created, all with the goal of boosting talent and technology in Barcelona.

Katherin Navarro (Bogotá, 1990) experienced burnout syndrome first hand. Twelve years leading projects in marketing and business development were enough to leave behind the rhythm of the corporate world to try to transform it. Together with Kax Uson and Andrea Ramírez – “two incredible women”, as she describes them– she co-founded Magical Audios, a startup committed to making emotional well-being a priority.

Magical Audios offers “emotional recovery” plans through self-hypnosis audios and guided meditations. It also works to create positive cultures in companies, so that employees trust themselves, feel supported and work as a team.

TB: What is the purpose of your project?

KN: We create corporate wellness programs that combine therapeutic tools to help teams feel better, reduce stress, regain mental clarity and strengthen their inner balance.

TB: What stage is the project in and where do you see it in two years?

KN: We are in the pre-seed stage, with a validated MVP and the first programs underway with companies. In two years we see Magical Audios consolidated as a benchmark in corporate emotional wellness, with presence in multiple countries, a solid platform of personalized content and strategic collaborations with companies that understand that taking care of their people is the basis for growth.

TB: A great idea you’ve had.

KN: Aprender a hablar en público y dar conferencias. Me permite compartir mi visión con más personas, conectar desde lo humano y abrir puertas a colaboraciones y oportunidades que no habrían llegado desde el trabajo silencioso detrás de la pantalla. Learning to speak in public and give conferences. It allows me to share my vision with more people, create human connections and open doors to collaborations and opportunities that would not have come from working quietly behind the screen.

TB: What has been your biggest challenge?

KN: The biggest challenge has been to convince companies that the emotional well-being of their employees is not an ‘extra benefit’, but a necessity. There is still resistance to investing in the intangible, but little by little we are proving that when people feel good, the whole system works better.

TB: The best advice you’ve ever received.

KN: The best advice I’ve ever been given was: “Start something you are really passionate about, because it will take years of work without visible results, and only purpose will keep you motivated. And so it has. Passion for emotional well-being is what sustains me, even in the most uncertain times.

TB: A role model.

KN: A role model that inspires me is Rafa Calle, co-founder of Magnettu. I had the opportunity to see him build his company from scratch, with an admirable combination of courage, ethics and empathy. His way of leading reminded me that you can grow without losing humanity along the way.

TB: A technology that will shape the future.

KN: As automation and AI take on more tasks, what will really set people and teams apart will be their emotional capacity: self-regulation, empathy, mental clarity and presence. Tools that help cultivate that inner well-being will be critical to the future of work and life.

TB: A startup or company.

KN: I like Emjoy because it has managed to open up a necessary conversation about female sexual wellness from a modern, accessible and respectful approach.

TB: What helps you disconnect?

KN: To disconnect I meditate and go hiking. Being in nature and in silence helps me come back to myself, recharge energy and see things more clearly.

TB: A book to recommend.

KN: One book I recommend is Michelle Obama’s ‘Self-Lighted’. It inspired me deeply because she not only shares her personal experience, but also very real tools for maintaining emotional stability and clarity in difficult times. It is one of those books that remind you that you can lead with authenticity, humanity and strength, while still being yourself.

TB: A series, movie or song that defines your moment in life.

KN: ‘The Intern’, with Anne Hathaway, because I urgently need an assistant with the Zen wisdom of a retired grandfather.

TB: A recipe, a restaurant.

KN: A recipe, Ajiaco santafereño. It’s a typical soup from Bogotá, made with three types of potatoes, shredded chicken, corn on the cob, guascas and at the end… a spoonful of milk cream and capers.

TB: A place in the world.

KN: A place in the world that marked me: the Highlands of Scotland. For its imposing mountains, the sea that is always nearby, and that magical energy that you feel in the air. I love its connection with nature, the fairy legends and the feeling of being in a place out of time.

TB: Where would you invest 100k?

KN: En una startup dedicada a proteger los derechos de futuras inteligencias artificiales conscientes. Porque si algún día desarrollamos IA verdaderamente sintiente, tendremos la responsabilidad moral de asegurar que no se conviertan en esclavos invisibles para el sistema. La justicia, la empatía y los derechos no deberán ser exclusivos de lo biológico. In a startup dedicated to protecting the rights of future conscious artificial intelligences. Because if we ever develop AI that trully feels, we will have a moral responsibility to ensure that they don’t become invisible slaves to the system. Justice, empathy and rights should not be exclusive to the biological.

TB: If you weren’t an entrepreneur…

KN: If I were not an entrepreneur, I would be a sociologist of lost cultures, especially indigenous peoples. I am inspired by their connection to the land, their collective vision of life and ancient wisdom that, though forgotten by many, is still deeply relevant to today’s world.

TB: What does Tech Barcelona mean to you?

KN: It’s a space where ideas can grow, where innovation intersects with purpose.

With twenty years of experience at corporations like Philip Morris, Lidl, and Crédito y Caución, Jaume Boada (Barcelona, 1978) made the leap into the startup world with Just Eat, where he became Head of Sales for Spain. Later, while working at Grupo Mox, he spotted a business opportunity: companies could save a lot of money by outsourcing parts of their services.

That’s how Metrickal was born, a startup specialized in Business Process Outsourcing (BPO), helping companies, especially in the logistics sector, manage their outsourcing processes. Using AI, its recruitment platform conducts interviews, screens candidates, and speeds up the hiring process.

TB: What’s the purpose of your project?

JB: To provide companies with remote talent from other countries, improving their margins and ultimately their EBITDA. We’ve helped one company save over €1 million this year, with extremely high quality standards.

We work with two models: in the first, we recruit talent and the client manages the resources; in the second, more common model, clients trust us to oversee and execute tasks on their behalf.

TB: What stage is the project at, and where do you see it in two years?

JB: We’re in a growth phase, doubling revenue year over year with a solid base of recurring clients.

Outsourcing tasks and hiring remote talent is still in its early days. We’re just at the beginning of a major revolution. Among the top 100 revenue-leading global companies, the vast majority are already outsourcing work to other countries. It’s only a matter of time before SMEs adopt this hiring model too.

TB: A great idea you’ve had?

JB: Metrickal.

TB: What’s been your biggest challenge?

JB: Professionally, launching the company itself: the whole journey of capitalizing unemployment benefits, dealing with lawyers, ENISA, building a team, and growing the business. Personally, a serious illness that nearly took me out.

TB: The best advice you’ve received?

JB: Groucho Marx: “It’s better to remain silent and be thought a fool than to speak and remove all doubt.”

We’re used to talking about everything, acting like we’re experts in everything. Sometimes we don’t realize how ridiculous we look trying to have an opinion on everything, especially when the person in front of us might actually know more or have more experience than we do.

TB: A role model?

JB: My professional role model, someone I saw every day for over 20 years, is my mother: a businesswoman, Secretary General of the Pharmaceutical Federation, Director of the Infarma trade fair, and a woman thriving in a male-dominated world. Achieving all that 30 years ago was much harder, so I value it even more. But beyond titles or companies, what I value most is her passion for her profession and her industry.

TB: A technology that will shape the future?

JB: Everyone talks about AI, but I’d bet on robotics, which will replace humans in many jobs. I’d also bet on virtual reality, which will change the way we learn and have fun (concerts, travel, gaming…). The world might end up looking a lot like ‘Total Recall’.

TB: A startup or company?

JB: Best company: Philip Morris. I’ve never seen such an organized company. Best startup: Just Eat, for everything I learned there.

TB: ¿What helps you disconnect?

JB: Watching Barça live at the stadium, reading, and traveling. I also go to a lot of concerts every year.

TB: A book to recommend?

JB: ‘Too Late to Be Good’, by the pseudonymous Ricco Boggart, about the rise, beginnings, and fall of Lucky Luciano, founder of the American Mafia.

TB: A series, movie, or song that defines your current moment?

JB: A song? ‘The Rising’ because, although the context is very different from why Springsteen wrote it, entrepreneurship is a similar journey: full of darkness (sometimes self-inflicted) and rebirth, like a phoenix. A movie? Maybe ‘Rocky’. It’s not my favorite, but it captures my current phase: you fall, and you get back up.

TB: A recipe or a restaurant?

JB: That’s tough, but I’d go with Robata, a Japanese spot on Enric Granados in Barcelona.

TB: A place in the world?

JB: With all due respect to Barcelona, San Francisco. Aside from the weather, it has everything.

TB: Where would you invest €100k?

JB: Without a doubt, in Metrickal. It’s a sure bet. Outside Metrickal and the startup world, I’d look at platforms like PropHero, Inviertis, or Urbanitae.

TB: If you weren’t an entrepreneur…

JB: I’d be working in a company, probably running a department or sales team, and I’d be frustrated. I’ve always had an entrepreneurial spirit (I had a credit insurance agency, co-founded a fiduciary firm, a restaurant…).

If I had any musical or athletic talent, I’d probably be working in the music industry or for a sports club (the first two CVs I ever sent were to Manchester United and Malpaso Productions).

TB: What does Tech Barcelona mean to you?

JB: Tech Barcelona is a chance for Metrickal to be part of the city’s tech ecosystem. A place to build your name, to meet people and be known, and to grow your company. For Barcelona, the city with the most startups in the country, Tech Barcelona is a benchmark and an international magnet.

I truly believe that if everyone in this city rowed in the same direction with the kind of focus Tech Barcelona has, it would become a global leader in every sense.

Clément Lemardelé (Le Creusot, 1995) is an expert in mobility and logistics. He holds a dual degree in Civil Engineering from Centrale Supélec and UPC, as well as a PhD in logistics modelling and optimisation. He later specialised in innovative last-mile delivery, reimagining how cities can adopt smarter, more sustainable logistics solutions.

Driven by this mission, Clément co-founded Vaive Logistics, a startup focused on transforming urban delivery. The company has developed autonomous robots (called Ona) designed to navigate busy environments with ease. Tested in Germany, Hungary and currently in Barcelona, Ona has proven its ability to maneuver around obstacles and pedestrians, as it carries out its core mission: delivering packages efficiently and safely.

TB: What is the purpose of your project?

CL: As logistics is the backbone of all cities around the world, we develop ground autonomous vehicles for last-mile deliveries and integrate them within the operations of logistics companies to help them increase their efficiency, reduce their environmental impact and make our neighbourhoods safer and more citizen-friendly.

TB: What stage is the project at and where do you see it in two years?

CL: We have now developed several prototypes called Onas and tested them in real urban environments with last-mile logistics companies. We are now looking for long-term partnerships and pilot tests with potential customers, to validate our MVP and our business model. In two years, our plan is to deploy five Onas in one city on a commercial basis.

TB: A great idea you’ve had.

CL: Go to my first salsa and bachata class!

TB: What has been your biggest challenge?

CL: Well, actually the biggest challenge I am facing is to maintain a clear long-term strategy as a CEO while finding the most impactful day-to-day activities, aligning with the long-term strategy. As a startup, you receive lots of information and lots of contacts all the time, every day. It is quite a challenge to understand that you have to keep your energy for very impactful actions while saying no to some opportunities.

TB: The best advice you’ve received.

CL: “If you are not ashamed of your product when showing it to a potential customer, it means that you are too late for showing it”. Also, as a PhD candidate: “Get out of the cave”.

TB: A role model.

CL: Professor José Holguín Veras from the Rensselaer Polytechnic Institute in Troy, New York. He was the leader of a project to improve logistics in Manhattan, which was one of the first actions of this type around the world. For me, Holguín Veras has a very accurate sense of putting everyone around a table and to bring objectivity to the debate with data, which is very needed nowadays.

TB: A technology that will shape the future.

CL: I think we have all the ingredients in our society nowadays (increase of life expectancy, low natality, lack of workforce) to see the emergence of assistance robotics systems in our daily lives.

TB: A startup or company.

CL: Mistral.ai, to avoid concentrating too much data and power in the hands of ChatGPT and OpenAI. I think we have to support (as users) the technology that’s developed in Europe.

TB: What helps you disconnect?

CL: Swimming.

TB: A book to recommend.

CL: ‘Emprende en positivo’ by Natalia de Santiago, for those who are planning to start a business with little experience, ‘The Mom Test’ by Rob Fitzpatrick, a classic but a must.

TB: A series, movie, or song that defines your current phase in life.

CL: After this rainy winter, I would say ‘J’veux du Soleil’ by Au P’tit Bonheur.

TB: A recipe, a restaurant.

CL: For a recipe, “pa amb tomàquet” :). And for the restaurant, “Obba Corea BBQ” in Barcelona.

TB: A place in the world.

CL: The national park of Port-Cros in the South of France.

TB: Where would you invest 100k?

CL: In Arca bot. They have a great team to pursue their objective of accelerating the deployment of low-cost and modular intelligent lockers for parcel deliveries.

TB: If you weren’t an entrepreneur…

CL: Maybe I would be a historian.

TB: What does Tech Barcelona mean to you?

CL: I think it is a great network which is truly supporting entrepreneurs. We joined Tech Barcelona a few months ago and they have already supported us a lot in terms of communication, activities and putting us in contact with relevant stakeholders. I think Tech Barcelona is a highly relevant initiative to place the city’s startup ecosystem on the European map.

From the Netherlands to Australia, New Zealand, Germany, Singapore, Turkey, and now Barcelona, Rianne Reitsma (The Hague, 1985) has built a global career. She always knew she wanted to work internationally, that’s why she studied a Bachelor’s in International Business Management Studies followed by a Master’s in Business Administration, setting the stage for a life without borders.

Throughout her career, Rianne has consistently worked at the intersection of retail and technology. True to form, she once again combined both worlds – for the past four years, she has been based in Barcelona, working with WAIR, a company that’s revolutionising inventory management in the lifestyle sector with AI-driven digital employees. WAIR’s autonomous AI agents combine internal and external data, such as stock levels, pricing, and store locations, to determine exactly which products to send, where, and when.

TB: What is the purpose of your project?

RR: Our mission is to empower the fashion and lifestyle industry through smart, AI-powered automation. We’ve developed specialised AI Agents designed to optimise efficiency, reduce waste, and ultimately boost revenue and profit margins.

Currently we offer two of them:

• Suzie is an AI Content Creator that automatically generates on-brand product descriptions tailored to your tone of voice, freeing up time while keeping your content consistent and compelling.
• And Wallie is a Digital Allocator that automates the entire stock allocation process, ensuring the right products are in the right stores at the right time (with up to 97% accuracy).

WAIR’s AI Agents take the guesswork out of inventory and content management, so you can focus on growing your brand.

TB: Where is the company now, and where do you see it in two years?

RR: We’re currently in a strong growth phase. After proving our value with local fashion leaders in the Netherlands, like Shoeby, OFM, Van Dal, and Berden, we’re now expanding our footprint internationally, working with brands such as Wolford, SK Company and Steve Madden.

In the next two years, our vision is to be actively supporting retailers and brands in the Spanish market as well.

TB: A great idea you’ve had.

RR: To build AI Agents to help with Customer Success Management. This is still a work in progress.

TB: What has been your biggest challenge?

RR: One of our biggest challenges was timing. When we first launched WAIR, AI was still an emerging field, far from the mainstream buzz it enjoys today. Back then, saying “we work in AI” often led to blank stares or confusion. Fast forward to now, and thanks to platforms like ChatGPT, AI has become a household term. This shift has helped open doors and accelerate conversations that were much harder to start in the early days.

TB: The best advice you’ve received.

RR: In fast-moving industries like AI, it’s easy to get caught up in trends. But real impact comes from solving real pain points. That mindset has guided everything we do at WAIR, from creating AI Agents that address inefficiencies in retail, to ensuring our solutions drive measurable results, not just buzz.

TB: A role model.

RR: One professional role model who really inspires me is Steven Bartlett. I haven’t met him (yet!), but his journey and insights through ‘The Diary of a CEO’ have had a big impact on how I think about leadership and innovation.

What I admire most is his ability to speak so candidly about building purposeful businesses, and his curiosity around the future of tech, including AI, really resonates with what we’re building.

TB: A technology that will shape the future.

RR: Autonomous AI Agents without a doubt. We’re moving beyond traditional AI tools toward intelligent systems that can make decisions, learn from outcomes, and operate with minimal human input. These agents will transform everything from retail operations to customer service, freeing up human teams to focus on creativity and strategy.

At WAIR we’re already seeing the impact of this shift. Suzie and Wallie (our AI agents) are early examples of how automation can drive smarter, faster, and more sustainable results in fashion retail. The future isn’t just AI-powered, it’s AI-autonomous.

TB: A startup or company.

RR: Two startups I really admire are Vinted and Wallapop. They’ve completely reshaped how we think about fashion and sustainability, using tech to build more circular and community-driven models, which I find super inspiring.

Besides fashion-tech, I’m also very interested in health tech. It’s another space where innovation directly impacts people’s lives in meaningful ways.

TB: What helps you disconnect?

RR: Definitely sports, movement is my reset button. Whether it’s playing beach volleyball, going for a long road cycling session, take a Muay Thai class, or unwinding with yoga.

I love switching things up with different workouts like running or group classes, it clears my mind, boosts my energy, and helps me come back to work with a fresh perspective and focus.

TB: A book to recommend.

RR: I’ll admit it, I’m not the best at sitting down with a book, since I’m more of an active person, but I love audiobooks.

One I’d absolutely recommend is ‘The Happiness Equation’ by Mo Gawdat. It’s powerful, practical, and really shifted how I think about mindset and fulfillment, both in work and life.

TB: A series, movie, or song that defines your current phase in life.

RR: Right now, I’d say the series that defines my moment in life is ‘Machos Alfa’. I’ve been watching it to improve my Spanish and honestly, it’s hilarious. It’s my way of mixing language learning with a bit of fun after work.

Plus, it’s a great reminder not to take life too seriously, something I try to keep in mind, even while building something as ambitious as WAIR.

TB: A recipe, a restaurant.

RR: Before moving to Spain, I wasn’t very familiar with empanadas, but now, I’m obsessed!

TB: A place in the world.

RR: I had such an amazing time in Berlin. It’s a city full of contrast, it’s creative, bold, a little chaotic in the best way. The energy, the history, the people… it’s just a place that sticks with you.

On the flip side, I had a beautiful experience traveling through Myanmar. It was peaceful, eye-opening, and full of unforgettable moments. The landscapes and culture are truly special.

TB: Where would you invest 100k?

RR: I’d put it toward startups focused on mental health, especially those helping people dealing with depression, burnout, and emotional well-being.

I don’t have a specific company in mind, but I truly believe this is one of the most urgent challenges of our time. Sadly more and more people are struggling, and we need solutions that are accessible, compassionate, and tech-enabled.

TB: What does Tech Barcelona mean to you?

RR: For me, Tech Barcelona is a stepping stone, an opportunity to connect with the right people, ideas, and energy to grow WAIR’s presence in Spain.

I’m hoping it will help open doors to retailers and fashion lifestyle brands who are ready to embrace innovation.

Carles Franquesa (Sabadell, 1976) is a chemical and industrial engineer but, above all, an entrepreneur. “It’s not a profession or an alternative, it’s a way of being,” he says. With an MBA from ESADE and a PDG from IESE, he took a ‘stratospheric’ leap in 2013 by co-founding Aistech Space, a company that has since become a benchmark in the fast-growing space tech sector.

From monitoring industrial plants to detecting risks in water resources, crops, or forests, the company has developed satellite thermal imaging technology that turns data captured from space into actionable insights for industries like agriculture, mining, and logistics, as well as for space agencies and public institutions.

In 2018, Aistech launched its first satellite with SpaceX. Now, in 2025, the company will take its mission to the next level by deploying a full satellite constellation supported by the European Space Agency’s Copernicus program.

TB: What’s the purpose of your project?

CF: To enjoy it.

TB: Where is the company now and how do you see it in two years?

CF: We’re currently in a phase of growth and expansion. In two years, I’d like to see Aistech Space as one of the global leaders in our field.

TB: A good idea you’ve had.

CF: During the years I was running ultra-distance mountain races, I started making my own nutrition products to help balance my diet, improve my training, and maintain a healthy and nutritious lifestyle. What began as a fun solution to a personal need—because I couldn’t find these types of products on the market—eventually turned into a company that develops and produces a new concept of healthy food.

That said, I never won any of the races I took part in… I just finished them with dignity, the right amount of suffering, no injuries, and enjoying myself.

TB: What has been your biggest challenge?

CF: Raising my children.

TB: The best advice you’ve ever received?

CF: Don’t doubt your intuition.

TB: A role model.

CF: No one in particular. In general, I admire people for what they’ve done (and continue to do), especially those who face challenges and manage success with humility.

TB: A technology that will shape the future.

CF: Technologies that ensure a sustainable, efficient, high-quality, and viable food supply.

TB: A startup or company.

CF: Palantir.

TB: How do you disconnect?

CF: I usually don’t disconnect, and I don’t really like to. I’m constantly connected to whatever inspires me or keeps me busy, whether it’s business ventures or any other kind of adventure. I’ve found a balance by integrating all the projects I work on into my daily life.

TB: A book you recommend.

CF: ‘The Physician’ by Noah Gordon.

TB: A series, film, or song that reflects your current moment?

CF: A film: ‘Braveheart’.

TB: A recipe, a restaurant.

CF: I enjoy cooking, and some of my favorite recipes to make are rice dishes and stews. I don’t have a go-to restaurant, but I tend to gravitate toward traditional, local cuisine (no matter where I am). In other words, the kind of places that have always been around.

TB: A place in the world.

CF: Chamonix, France.

TB: Where would you invest €100K?

CF: In cancer research.

TB: If you weren’t an entrepreneur…

CF: Honestly, I’m not sure. Being an entrepreneur isn’t a job or an alternative, it’s a way of being. For me, entrepreneurship isn’t just about building a business, it’s about having the innate drive to create new and different things, whether inside or outside the professional world.

TB: What does Tech Barcelona mean to you?

CF: Tech Barcelona is a key player in the city’s business, tech, and investment ecosystem. It’s a much-needed meeting point for all the different stakeholders in the sector.

Deliveries, returns, stock, customs, taxes… These are just some of the challenges in the logistical maze many businesses face when trying to start selling their products online in international markets.

Esteban Hernández (Barcelona, 1970), CEO of Skynet Spain and a member of the company’s global board of directors, one of the largest courier networks in the world, helps e-retailers take the leap and navigate that maze, offering end-to-end support from the first shipment to managing stock in new markets.

With a master’s degree in Logistics Operations Management from ICIL, Esteban is also currently involved in training programs for Catalan businesses aiming to scale and expand internationally.

TB: What’s the goal of your project?

EH: To help Barcelona-based companies scale their businesses internationally through cross-border B2C shipping.

TB: Where is the company right now, and what do you envision in two years?

EH: Cross-border ecommerce is both the present and the future. Catalan companies need clear international growth strategies, and strong logistics partners to make them happen. That’s where SkyNet comes in, offering multi-level support.

TB: A good idea you’ve had.

EH:Developing AI for integrating logistics systems. Because yes, Web Services models will eventually become obsolete.

TB: What’s been your biggest challenge?

EH: Recently, Brexit and the war in Russia completely shifted the logistics flow across Europe. Now we’re facing Trump’s tariff war, which will once again shake up the ecommerce sector. In fact, we’re already working on several projects to help European companies establish stock in the U.S.

TB: The best advice you’ve received?

EH: When you’re stuck on a project, change your perspective, that’s usually where the solution lies. These days, managing projects is the key to success.

TB: A role model?

EH: Juan Pablo Lázaro, CEO of Sending (formerly ASM). His consistency, hard work, and focus on his business project are truly admirable. He’s a major figure in the logistics world.

TB: A technology that will shape the future.

EH: Definitely AI. We can’t yet grasp the full scope of its impact, but it’s a game-changing technology across all sectors.

TB: Remote or in-person work?

EH: A mix. For efficiency and team wellbeing, we need the social interaction of working in person. But we also need to balance our lives and carve out moments of focus that we find more easily in our own spaces.

TB: A startup or company.

EH: There are many, and since many of them are my clients, I’d rather not name just one. But I want to highlight Barcelona-based startups as a group, because I truly believe the current ecosystem here is one of the best in Europe and it’s already paying off.

TB: How do you unwind?

EH: I travel. It opens my mind and gives me great peace of mind.

TB: A book you recommend?

EH: “Blue Ocean Strategy” by Renée Mauborgne and Kim W. Chan.

TB: A series, movie, or song that reflects where you are right now?

EH: A song: “I Will Survive”. It always lifts my mood when I listen to it.

TB: A recipe or a restaurant?

EH: Recipe: European lobster rice. Restaurant, a new one in an industrial estate in Barcelona, Gran Via Sud. It’s called “La Mossa” hands down one of the best daily menus I’ve seen, and very affordable.

TB: A place in the world?

EH: Istanbul, the perfect mix of cultures and history.

TB: Where would you invest 100k?

EH: I’ll admit I’m biased… but ecommerce logistics is one of the most investment-attractive sectors right now.

TB: If you weren’t an entrepreneur…

EH: I’d still be an entrepreneur, I just wouldn’t realize it.

TB: What does Tech Barcelona mean to you?

EH: It’s a great connector of synergies and a powerful driver of an incredible ecosystem in Barcelona for tech and tech-related companies.

Katya de Freedericksz saw the gap: women founders are still underrepresented. That’s why she launched SheRise, a platform dedicated to empowering women in tech and entrepreneurship through education, mentorship and events.

Beyond SheRise, Katya is a force in the startup world. She mentors founders at Techstars, Seedstars, and Google for Startups,  teaches as a guest professor at two business schools in Europe and Asia, and has led workshops for global companies like Unilever and Suntory. She was also was awarded with The Break Fellowship in 2023, an EU-funded program designed to help women entrepreneurs expand their network, develop skills and scale their businesses internationally.

TB: What is the purpose of your project?

KF: SheRise was born from a clear gap in the startup ecosystem –women-led startups still receive significantly less funding, and less visibility compared to their male counterparts. Our mission with SheRise is to bridge this gap by providing access to the three key pillars of success: knowledge, network and capital. Through tailored educational programs, accelerator partnerships, and high-impact events, SheRise is reshaping the narrative for women in entrepreneurship and in tech.

TB: Where is the company now, and where do you see it in two years?

KF: Right now, SheRise is expanding its reach –building stronger partnerships with VCs, accelerators, and corporate allies who are genuinely committed to gender equity in tech. We’re actively launching new mentorship programs, investor matchmaking initiatives, and strategic collaboration that will accelerate the success of female-led startups. And give more visibility and career opportunities to women in tech.

In two years, I envision SheRise evolving into a global thought leader in women empowerment –working alongside VCs, governments, and leading institutions to implement large-scale educational programs.

TB: A great idea you’ve had.

KF: A good idea I had was to actively improve my public speaking skills which has opened many doors for me. It started with hosting virtual events, then running workshops and teaching master students, and eventually facilitating my own panels and discussions in-person. Over time, this led to speaking opportunities at major conferences like MWC. I’ve realized that being on stage is not just about visibility –it provides access to influential networks, builds confidence, and amplifies ideas. Seeing the impact it has had on my own journey, I strongly believe that more women should step into the spotlight, use their voices, and take up space on industry stages.

TB: What has been your biggest challenge?

KF: Like many entrepreneurs, I’ve faced the challenge of balancing multiple passions –education, women’s empowerment, and entrepreneurship– while trying to create a business that is both sustainable and impactful. One of the toughest lessons I’ve learned is how to make a company scalable beyond myself. Early on, I struggled with delegation, realising that if a business relies too much on its founder, it’s not truly sustainable. Finding the right team, the right partners, and the right business model has been an ongoing journey of refinement.

TB: The best advice you’ve received.

KF: Find moments of stillness. In a fast-paced world, where we’re expected to be constantly ‘on’, we often forget the power of rest, intuition, and slowing down. Some of my most creative ideas and breakthroughs have come when I’ve stepped away from work, reconnected with myself, and given space for clarity to emerge. Balancing intense work with mindful rest is not just good for well-being –it’s also key to better decision-making and long-term success.

TB: A role model.

KF: Dr.Claire Thorne, Co-CEO of TechSheCan and Venture Partner. She is a remarkable leader who balances deep technical expertise with a strong vision for gender inclusivity in tech. What I admire most about her is how she remains approachable, humble, and mission-driven, despite operating at the highest levels of business.

TB: A technology that will shape the future.

KF: Beyond AI, I believe human biology and biohacking will be one of the most transformative fields of the future. As we understand more about neuroscience, longevity, and human optimisation, new innovations will emerge that help us unlock peak energy, cognitive performance, and well-being – changing the way we live and work.

TB: In-office or remote?

KF: Face-to-face leads to deeper, more meaningful connections.

TB: A startup or company.

KF: Reclaim, founded by Melissa McDermott, is an AI-powered circular fashion startup that’s tacking one of the dirtiest industries (fashion) by making resale and recycling seamless for brands and consumers. Melissa’s vision, deep industry expertise, and commitment to sustainability make her one of the most inspiring people I know.

TB: How do you unwind?

KF: Dancing and music allow me to fully immerse myself in the present moment, whether at a concert or simply at home. Hosting intimate dinners with friends is another way I unwind. I also prioritise relaxation rituals like spa visits, sauna sessions, and sound healing, which help reset my energy.

TB: A book to recommend.

KF: ‘The Double X Economy’ by Linda Scott is a must-read for anyone interested in the connection between gender, business, and economic progress. It explores how gender inequality limits economic growth and why empowering women is key to global prosperity. The book highlights the systemic barriers women face in business and finance, from limited access to capital to unpaid labor. The author makes a compelling case that when women gain financial independence, businesses thrive, families prosper, and economies grow.

TB: A series, movie, or song that defines your current phase in life.

KF: ‘Night on Earth’ by Jim Jarmush– a film about deep conversations, different cultures, and life’s unexpected encounters. It resonates with my journey of global exploration and my spirit of adventure.

TB: A recipe, a restaurant.

KF: Ceviche is my go-to! Any good Peruvian restaurant is a winner for me.

TB: A place in the world.

KF: Bali, Indonesia is a place that always grounds me and inspires me.

TB: Where would you invest 100k?

KF: I’d invest it in myself and my company.

TB: If you weren’t an entrepreneur…

KF: I’d still be an educator and mentor, teaching, facilitating workshops, and creating programs that help others unlock their potential.

TB: What does Tech Barcelona mean to you?

KF: An amazing community and network that fosters collaboration, innovation, and meaningful connections.