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.

With a background spanning from technology project management to software development, in 2022, Milena Ocoro left her native Colombia to settle in Barcelona, the second most popular European city for entrepreneurs to launch their startups. From there, she co-founded Okoro Tech, a startup specializing in AI-driven solutions. One of those much-needed projects today that help integrate ‘the trendiest tool’ into the daily operations of SMEs.

TB: What is the purpose of your project?

MO: Okoro Tech was born with the goal of helping SMEs improve their operational efficiency through AI-powered and automated digital solutions. We believe in technological accessibility and in providing tools that optimize business processes.

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

MO: Okoro Tech is currently in a consolidation phase. Over the next two years, we aim to strengthen our solution offerings, expand our market presence, and continue innovating. Our goal is to scale sustainably by establishing strategic partnerships and enhancing our technological capabilities to provide increasingly advanced and accessible solutions.

TB: A great idea you’ve had.

MO: Integrating AI into traditional ERPs to optimize business decision-making, allowing key data to be accessed via intelligent chatbots instead of static reports.

TB: What has been your biggest challenge?

MO: Scaling the company while maintaining a culture of innovation and quality. Also, managing the financial challenges of a startup without losing focus on long-term vision.

TB: The best advice you’ve received.

MO: “El que no arriesga el huevo, no saca el pollo” entrepreneurship is about taking calculated risks, and this advice has taught me that if we want to grow, we have to dare to innovate, step out of our comfort zone, and tackle challenges with determination. At Okoro Tech, we always strive for solutions that truly transform and add value to our clients.

TB: A role model.

MO: One of the professionals who inspires me the most is Cristian Rodríguez, whom I’m lucky to work with at Okoro Tech. He’s one of the brightest people I know, with an exceptional ability to analyze complex problems and find innovative solutions. His strategic mindset and deep technical knowledge have been key to our company’s growth, and his approach to challenges motivates me to keep learning and evolving.

TB: A technology that will shape the future.

MO: Artificial intelligence applied to process automation and strategic decision-making. Also, quantum computing, which will redefine how we manage and process data.

TB: In-office or remote?

MO: Remote.

TB: A startup or company.

MO: GMV is a company that represents innovation and technological development in Spain, with a strong presence in key sectors such as artificial intelligence, cybersecurity, and transportation.

TB: How do you unwind?

MO: Spending time with my family and pets. They remind me of the importance of small things: a peaceful afternoon, a moment of play, and unconditional love. They are my best way to relax and recharge.

TB: A book to recommend.

MO: ‘The Power of Now’ by Eckhart Tolle. A book that encourages living in the present with awareness and fulfillment—something fundamental both in life and entrepreneurship.

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

MO: ‘The Pursuit of Happyness’ because it reflects the resilience and perseverance needed to overcome challenges and achieve dreams, something I deeply relate to at this moment in my life.

TB: A recipe, a restaurant.

MO: Traditional Colombian cuisine.

TB: A place in the world.

MO: Barcelona is a city that has it all—innovation, culture, and quality of life. Its entrepreneurial ecosystem is vibrant and fosters creativity, making it an ideal place to develop technological projects. Plus, its cosmopolitan energy and global connectivity make it truly unique.

TB: Where would you invest 100k?

MO: In developing AI-driven tech products that help digitize key sectors like education and healthcare.

TB: If you weren’t an entrepreneur…

MO: I would probably be working in applied AI research or developing tech solutions at an innovative company.

TB: What does Tech Barcelona mean to you?

MO: Tech Barcelona is an essential platform that provides access to resources, connections, and opportunities, serving as a key ally in the development and expansion of tech projects in the city.

Edgar Casanovas (Esplugues de Llobregat, 1982) has been climbing his entire life. A certified Senior Climbing Technician, he moved to Sort, in the Pyrenees, at just 16 years old. At 21, he embarked on a journey that took him to New Zealand, Australia, Jordan, and Mexico, always working in the sports industry as a climbing, diving, and even snowboarding instructor.

Combining his passion with his profession, he founded  Lizcore, a startup aiming to revolutionize indoor climbing through technology. They started by developing a solution to monitor climbing gym routes, and in January, they scaled up by securing a €630,000 funding round. Now, their next goal is to enhance climbing safety using AI.

TB: What is the purpose of your project?

EC: At Lizcore, we believe technology can transform indoor climbing. Just as Strava revolutionized running by allowing athletes to track their activities, analyze their performance, and connect with a global community, Lizcore aims to reshape climbing gyms using sensor-based tracking—eliminating the need for mobile phones—and data analysis.

Imagine a real-time ranking system, personalized challenges for each climber, or the ability to share achievements with friends. That’s the gamified experience we want to create. Additionally, we want Lizcore to be a tool that breaks barriers by developing tracking systems adapted for people with limited mobility and features that allow visually impaired individuals to experience climbing in a completely new way. As a climber, I have always dreamed of a future where climbing is more accessible and widely recognized.

TB: Where is Lizcore at right now, and where do you see it in two years?

EC: Lizcore is taking off in 2025! We’ve just closed our first pre-seed funding round, which will allow us to accelerate the development of our tracking and gamification system—already used by over 800 climbers in various climbing gyms across Spain. In two years, we see ourselves leading the digital transformation of indoor climbing in Europe and the U.S.

TB: A great idea you’ve had.

EC: At Lizcore, we’ve spent the past two years developing the entire hardware system to track climbing, along with the gamification app and SaaS platform for climbing gym managers. Although we’re still working on this major project, as a professional in the climbing industry, I knew there was a problem with auto-belay systems. So, once we finalized the tracking hardware for Lizcore, we started working at full speed on a new safety system, “Safety Gate” for auto-belays, with the support of Eurecat and UPC.

This new device, using two AI-powered cameras, can verify whether a climber is properly secured before they start climbing. Additionally, it includes other safety features to minimize the accidents that occur in climbing each year.

TB: What has been your biggest challenge?

EC: As an entrepreneur, challenges are constant. Building a strong team that fights for the same goal is a huge challenge—especially ensuring that they understand what it means to work for a startup with limited resources. Securing funding to move faster is another, especially since we’re a Sportech project in such a niche industry like climbing. It seems like investors are always chasing large, hyper-competitive markets, without realizing that a “blue ocean” is the perfect place to build a unicorn in this sector.

On the other hand, staying focused despite all the distractions that the entrepreneurial world throws at you is another big challenge. It’s crucial to stay connected to the startup ecosystem, but you have to be careful not to lose sight of your direction.

TB: The best advice you’ve ever received.

EC: Over these first two years, I’ve had many mentors, and in the end, I hold on to two key pieces of advice: “Surround yourself with people who are better than you” and “Do what truly feels right.” What I’ve realized is that every mentor has their own way of seeing things—there’s no absolute formula for success. The best approach is to listen to everyone, learn from them, but ultimately, build your own system.

At Lizcore, we’re lucky to have an outstanding team of investors with extensive experience, which helps us avoid many common pitfalls—although, of course, we still stumble from time to time.

TB: A role model.

EC: I have many role models—many of them are my own investors. I’m someone who doesn’t idealize people unless I’ve met them in person; I’m tired of all the marketing hype we live in. For example, the founding team of Tiendeo inspires great confidence in me. Another person is Cristóbal Alonso, CEO of Startup Wise Guys, who is also one of our investors. When I need straightforward advice, he gives it to me without sugarcoating. Thanks to their experience in the startup world and their vision of entrepreneurship, all of them are a huge source of inspiration for me.

TB: A technology that will shape the future.

EC: I think everyone gives the same answer to this question: artificial intelligence. AI has the potential to transform many areas of our lives, including sports. At Lizcore, we’re already using it to improve climbing safety, and we’re exploring new applications for data analysis and personalized user experiences.

TB: On-site or remote work?

EC: At Lizcore, we fully embrace a remote work model, probably because the founding team consists of highly driven entrepreneurs who can spend countless hours working and creating. I believe that if you build a committed team, remote work can be a huge advantage. However, if someone isn’t 200% motivated, remote work can become a problem.

On the other hand, as a Sportech company, I like knowing when a team member takes time to exercise—even during work hours—because I trust that they’ll put in the necessary hours later to meet their goals.

TB: A startup or company.

EC: This is an easy one for a Sportech startup CEO: Strava or Playtomic. Both companies are great examples of how technology can transform the sports experience and build a global community of passionate athletes. They’ve taken traditional sports and, through their apps, turned them into rapidly growing disciplines.

TB: What helps you disconnect?

EC: The only way I can fully disconnect is by spending time with my family and, of course, CLIMBING. I also enjoy being in nature with my family, but the truth is, I find it hard to completely switch off. Walking in the mountains gives me time to think, but when I’m climbing, it’s just me and the wall—there’s no room for anything else. Climbing is incredible!

TB: A book you’d recommend.

EC: Just as I mentioned before, I don’t idealize people. I’ve read many great books, but if I don’t know the author personally, something always feels missing. “PERform” by Cristóbal Alonso and Stovyan Yankov, while it often states obvious things, it makes me reflect every time I go back to it. Antoher book that I liked really much is “Be Finance My Friend” by Javier Fernández Gallardo, another person I’ve had the privilege of knowing and learning from firsthand.

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

EC: I don’t have much time for series or movies—I’m off by 10 PM.

But I can tell you about two songs that I put on my headphones when I need to push through tough moments. “Don’t Stop Me Now” by Queen, Freddie Mercury has always inspired me. His ability to reinvent himself and experiment with different musical styles reflects the energy and optimism I bring to Lizcore’s challenges. Another one would be “Rompe los Cristales” by Platero y Tú, this song resonates deeply with me because sometimes, the only way to achieve your goals is to go straight through whatever stands in your way.

TB: A recipe or a restaurant.

EC: I haven’t had time to go out to eat in a while, but one place I really like in Barcelona is the vegetarian restaurant “Teresa Carles.” Before diving into this startup journey, I used to go there with my partner—it was a great way to disconnect, enjoy a good conversation, and eat delicious food, often without even knowing exactly what I was eating.

TB: A place in the world.

EC: Without a doubt, New Zealand. I lived there for a year, and it’s an incredible place where nature, culture, and human values remain relatively untouched by the ambition-driven society we see elsewhere. Helping others is just part of their DNA.

TB: Where would you invest 100K?

EC: In Lizcore, of course! (laughs). But seriously, there are so many startups with great potential worldwide. Aside from being fascinated by the idea behind a startup, I would focus a lot on the entrepreneur. Throughout my journey, I’ve seen different types of founders—some who start a company just for a job and a paycheck, and others who are truly passionate, willing to move heaven and earth to make their dream a reality.

If I had to name one startup I would invest in (if I had the money), it would be Bend It by Arnau Marlí. He’s a young entrepreneur with a great idea and a meaningful purpose—just like Lizcore, but for the world of climbing.

TB: If you weren’t an entrepreneur…

EC: If I didn’t have this “entrepreneur virus”—which I’ve had since I was 17 when I created my first “business”—I would probably still be working as a climbing guide and instructor. I actually loved my last job teaching adventure sports, but I had to leave because my entrepreneurial drive and personal values are too strong.

It’s really hard for someone like me to work in a rigid organization with strict rules. I believe many business owners only see one side of their company, and entrepreneurs struggle to fit into those structures. In short, entrepreneurs often find it difficult to work for traditional companies where their potential isn’t fully recognized.

TB: What does Tech Barcelona mean to you?

EC: Tech Barcelona is a vibrant and innovative ecosystem that fuels the growth of startups in the city. It’s a hub for entrepreneurs, investors, and tech professionals to connect and create new opportunities. For Lizcore, Tech Barcelona is a strategic partner that helps us build valuable relationships and access new possibilities. I hope to find more time in the future to attend more of their events and talks!

The idea was born while Anna Martin (Barcelona, 2001) was studying Industrial Design Engineering at Elisava. Along with Marcel Rovira and Lucas Vicén, she developed a groundbreaking proposal focused on converting excess energy into hydrogen. The project won the ImaginPlanet Challenge award and gained momentum after an incubation program in Silicon Valley and an initial investment of €50,000. Finally, in 2023, they founded the company ATOM H2.

“The biggest challenge has been turning the idea into reality,” says Anna Martín, CEO and co-founder of the company. Trained in entrepreneurship at Esade, she now represents the youthful and entrepreneurial spirit of the Tech Barcelona ecosystem.

TB: What is the purpose of your project?

AM: At ATOM H2, we work to transform energy access in remote areas through advanced and sustainable solutions. Our goal is to ensure a continuous, reliable, and clean energy supply, even in the most challenging locations, by using a hybrid system that integrates solar panels, hydrogen storage, and batteries. We aim not only to replace fossil fuels but also to offer an alternative that reduces environmental impact and fosters development in isolated communities, paving the way for a more accessible and sustainable future.

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

AM: Currently, ATOM H2 is in the pilot phase, conducting tests with clients such as Cellnex and Estabanell. In two years, we see ourselves fully operational in the market, offering a competitive and sustainable energy solution that will transform energy access in sectors like telecommunications and remote industries.

TB: A great idea you’ve had.

AM: Founding ATOM H2 has been one of the best decisions of my life, but even more important has been surrounding myself with an exceptional team whose passion and talent make every achievement possible.

TB: What’s the biggest challenge you’ve faced?

AM: The biggest challenge has been turning the idea into reality: starting from scratch and getting others to trust our vision. Convincing the first investors and clients was crucial, but thanks to the commitment and support we’ve received, we’ve overcome this critical stage and continue advancing with determination.

TB: The best advice you’ve received.

AM: The best advice I’ve received is, “Focus on the problem you’re solving, not just the product you’re developing.” This principle has helped me maintain a clear vision and prioritize the real impact our solutions create, ensuring every decision is focused on adding value and addressing essential needs.

TB: A role model.

AM: Xavier Verdaguer, our mentor, trusted us and the project from the beginning, taking us to Silicon Valley and playing a key role in launching ATOM H2. His vision, values, and leadership style have been instrumental in our journey. Joan Martín, my father, is playing a very important role in the next stages, advising us on consolidating our strategy and achieving our goal of launching the product to the market.

TB: A technology that will shape the future.

AM: Quantum chips will revolutionize technology with their processing power, and nuclear fusion will redefine clean energy production, providing a sustainable and nearly limitless source.

TB: In-person or remote?

AM: I prefer in-person work because I believe face-to-face interaction enhances teamwork and fosters innovation. However, we currently have a programmer in England, and thanks to online tools, we can collaborate effectively with an international team, combining the best of both worlds.

TB: A startup or company.

AM: Imagine Creativity Center, by Xavier Verdaguer. I share its mission and vision, and I believe it’s at an unbeatable moment.

TB: What helps you disconnect?

AM: Sports, especially running and yoga, are key for disconnecting and recharging my energy. Additionally, dancing and theater are hobbies that inspire me and help me connect with my more creative side.

TB: A book to recommend.

AM: “Zero to One” by Peter Thiel. It’s an essential guide for entrepreneurs who want to create something truly innovative.

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

AM: “Underdog” by Alicia Keys. This song motivates me and perfectly reflects the spirit of this stage.

TB: A recipe, a restaurant.

AM: Hisako Umi. Right now, I’m loving sushi, and this place is spectacular.

TB: A place in the world.

AM: Bali. It’s a place I’ve never been, but I’d love it to be my next destination. It’s the perfect combination of tranquility, beauty, and creativity, and I know it would be an endless source of inspiration.

TB: Where would you invest 100k?

AM: In ATOM H2, without a doubt. Scaling our technology could have a transformative impact on sustainable energy access.

TB: If you weren’t an entrepreneur…

AM: I’d probably be leaving my mark as an industrial design engineer and exploring my passion for acting on some stage or in a film.

TB: What does Tech Barcelona mean to you?

AM: Tech Barcelona is a benchmark space for innovation, talent, and collaboration. It’s been a key platform in our growth, providing us with access to an inspiring network of people and unique opportunities that have driven us forward.

Noel Ortiz (Vilanova i la Geltrú, 1981), a telecommunications engineer with an MBA from INSEAD and an occasional professor, built his career across Germany, the Netherlands, and Switzerland, where he was the global head of digital services for Novartis, global director of digital transformation at Accenture Song, and held several other prominent positions at major international companies. After fifteen years living in five countries and gaining experience in technology, marketing, and digital transformation, Noel returned to Barcelona to create his third startup: Tinkery, a platform that unifies companies’ commercial operations and simplifies data management and analysis.

On a personal note: “I spend my free time running, writing fiction, and learning new things with my two children.”

TB: What is the purpose of your project?

NO: Tinkery is redefining how businesses grow by eliminating friction and empowering every decision with intelligence and automation. We believe in a future where marketing and sales teams operate with surgical precision, turning data into real impact. We don’t just optimize processes; we reinvent the way companies scale.

TB: Where is it currently, and where do you see it in two years?

NO: With a fully functional beta, we are signing our first paid pilots and are about to close a funding round. We will launch the commercial version of Tinkery this spring. In two years, we will have carved out a space in the market, with a recognizable brand within the commercial operations world and a team spread across three continents.

TB: What’s a good idea you’ve had?

NO: Diving into the entrepreneurial world full-time after two decades of mulling it over.

TB: What’s the biggest challenge you’ve faced?

NO: Professionally, developing the ability to reinvent myself and quickly adapt to new languages, cultures, roles, and ways of working every few years since I first moved to Germany two decades ago.

TB: What’s the best advice you’ve received?

NO: Something my father often repeated to me when I was young: “Don’t worry about the obstacles life throws at you, because if something can be fixed, it will be. And if not, why bother?”

TB: A role model.

NO: Anna Klebus, who led my department at Novartis. I admire her integrity and positive attitude even in tough situations, as she has advanced in her career not only because of her professionalism but also because of who she is—facing challenges “one step at a time” and never losing her smile. She taught me how to deal with bureaucracy and internal politics, how to be patient, and how to turn a “not now” into a “maybe later.”

TB: A technology that will shape the future.

NO: Genetic reprogramming technologies, such as CRISPR (Clustered Regularly Interspaced Short Palindromic Repeats), as well as the use of AI for discovering new drugs and anti-aging therapies, are capable of predicting molecular structures and analyzing large volumes of biomedical data. Their applications in regenerative medicine and gene therapies are transforming health as we have known it so far.

TB: In-person or remote?

NO: Hybrid! In-person for decision-making and solidifying the company culture, remote for deeper work.

TB: A startup or company.

NO: GitLab, for its transparency.

TB: What helps you disconnect?

NO: Sports. It completely changes the perspective with which I approach everyday life.

TB: A book to recommend.

NO: “La singularidad”, by my good friend Carlos Fenollosa.

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

NO: Forrest Gump, not so much because I relate to the protagonist’s idea of “stupid is as stupid does,” but for his way of facing extraordinary situations where there are no limits or horizons.

TB: A recipe, a restaurant.

NO: Gyros from any Greek taverna, without a doubt.

TB: A place in the world.

NO: Tokyo, for its uniqueness. Basel, for the memories.

TB: Where would you invest 100k?

NO: In our team, because they have been dedicated to Tinkery for many months with all the passion in the world, and they deserve it. This way, we could grow it with new faces and talent.

TB: If you weren’t an entrepreneur…

NO: I would be a writer.

TB: What is Tech Barcelona to you?

NO: It is a reference in the entrepreneurial world, a meeting place for restless minds looking to connect with others who are facing (and enjoying) the challenges of growing a small seed.

After more than five years in quality control and management for pharmaceutical and healthcare product companies, Gisela Ramoneda (Balaguer, 1994) broke the mold, shifted her career, and founded a mobile app. TimeFor is the social network for services, a platform where you can find everything from cleaning and repairs to pet care and freelancers with ‘superpowers’.

TB: What is the purpose of your project?

GR: Our main goal is for TimeFor to impact society and transform the way we access services, promoting the collaborative and community economy. It’s a hybrid concept: through a service marketplace in the form of a subscription-based social network, we aim to build the future of service social networks by efficiently connecting ‘Givers’ (those offering services) and ‘Receivers’ (those receiving services) to transform the everyday experience.

TB: Where is it currently, and where do you see it in two years?

GR: In October 2024, we launched our MVP in the Spanish market and started gathering the first user metrics, identifying high-demand services and areas of improvement in the app. Currently, we’re expanding the team to improve the user experience and start marketing campaigns, aiming to attract thousands of users and raise our second round of investment, already underway and partially committed by ENISA. In two years, we see ourselves with a team of 6-8 people, in an office, consolidating TimeFor as the leading platform in Spain and preparing for internationalization from the third year. Our goal is to grow sustainably, constantly innovating and strengthening our community.

TB: What’s a good idea you’ve had?

GR: Creating TimeFor. I saw the potential in the service sector, both for individuals and businesses, but also the difficulties of creating an app that would change society’s culture. We were told many “no’s!”, but after raising €170,000 without having launched an MVP, I knew anything was possible. Now, seeing that we’ve solved three major problems in cities—the lack of time, money, and community—in one app, it’s priceless. That’s why now we need to make TimeFor known, so everyone can discover how easy it is to use.

TB: What’s the biggest challenge you’ve faced?

GR: The biggest challenge was leaving my professional career to fully dedicate myself and sacrifice everything for creating a tech startup, with its growth dependent on funding rounds, knowing we might not achieve everything we want. I never imagined finding myself in a paradox where, on the one hand, I give up stability, and on the other, I pursue something uncertain, but with the conviction that it’s the only way to create something truly transformative.

TB: What’s the best advice you’ve received?

GR: Never stop believing in yourself.

TB: A role model.

GR: Óscar Pierre is an inspiring role model for me. After listening to him at 4YFN in 2024 and following him on several podcasts, I was impressed by his ability to grow Glovo with great engagement and passion for transforming the market. His perseverance in raising capital rounds and achieving solid growth is a lesson in consistency. I also admire Yaiza Canosa for her success with GOI, her strategic approach, and her team management towards a clear goal.

TB: A technology that will shape the future.

GR: AI and matchmaking algorithms are revolutionizing the connection between people and services. They analyze data to offer personalized recommendations in areas like dating, employment, and products. This improves efficiency and the digital experience, adapted to each user.

TB: In-person or remote?

GR: Hybrid.

TB: A startup or company.

GR: Freshly Cosmetics.

TB: What helps you disconnect?

GR: Padel, sports, family, and friends.

TB: A book to recommend.

GR: ‘Atomic Habits’ by James Clear.

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

GR: ‘The Social Network’ or ‘Spotify: The Playlist’—both stories reflect the power of innovation, perseverance, and the entrepreneur’s vision to transform an idea into a global business.

TB: A recipe, a restaurant.

GR: My favorite recipe is a good pasta carbonara, a classic that never goes out of style. As for restaurants, I really enjoy discovering new Japanese and fusion places in Barcelona, always on the lookout for unique and exotic flavors.

TB: A place in the world.

GR: I would like to visit Japan because I believe the cultural shock must be incredible.

TB: Where would you invest 100k?

GR: In TimeFor, without a doubt!

TB: If you weren’t an entrepreneur…

GR: I’d probably be exploring new opportunities and businesses that could positively change society’s culture.

TB: What is Tech Barcelona to you?

GR: A network of entrepreneurs and people from the startup ecosystem where we can share experiences and build community.

By the age of four, Veronica Prilutskaya (Belarus, 1993) was already competing in math contests. She went on to study Computer Science and Applied Mathematics, specializing in AI and Machine Learning while leading data science initiatives for U.S. retailers and Japanese companies.

She later co-founded Lingo.dev, an AI-powered localization tool that helps developers automatically translate software into multiple languages.

TB: What is the purpose of your project?

VP: Making AI understand software context deeply enough to produce authentic translations instantly. We’re turning what used to be a manual, error-prone process, into intelligent infrastructure that just works.

TB: Where are you at and where do you see it in two years?

VP: Our AI engine currently processes millions of strings across 83 languages. In two years, we’ll make AI-powered localization as fundamental to software development as databases or authentication.

TB: A good idea you’ve had.

VP: Building AI systems that learn from how developers actually structure their code. This helped us automate localization while preserving the context that matters for each product.

TB: What is the biggest challenge you have faced?

VP: Teaching machines to understand product context at scale. Everyone said accurate AI localization was impossible and we had to rethink our entire approach to prove them wrong.

TB: Best advice you’ve ever been given.

VP: Complex AI should feel simple to users. If developers need to understand how our AI works to use it, we’ve failed.

TB: A role model.

VP: My university mathematics professor who showed me how elegant solutions emerge from deeply understanding complex problems. She approached each challenge with both rigor and creativity.

TB: A technology that will shape the future.

VP: AI that augments human creativity instead of replacing it. Infrastructure that handles complexity automatically so humans can focus on innovation.

TB: Face-to-face or remote?

VP: Remote-first with strategic in-person collaboration. We built our first AI models remotely across different continents, proving that distance doesn’t limit innovation.

TB: A startup or company.

VP: GitHub Copilot. They showed how AI can enhance developer workflow without getting in the way.

TB: What makes you disconnect?

VP: Hiking, there’s something about solving complex AI problems while walking in nature that brings clarity.

TB: A book to recommend.

VP: ‘Zero to One: Notes on Startups, or How to Build the Future’, by Blake Masters and Peter Thiel, resonated deeply with our mission to rebuild localization from first principles rather than iterating on broken processes.

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

VP: ‘A Beautiful Mind’ reminds me that breakthrough innovations often come from seeing patterns others miss.

TB: A recipe, a restaurant.

VP: Paella at Maná 75 in Barcelona is where we’d brainstorm AI architectures and debate the future of software localization.

TB: A place in the world.

VP: Barcelona, where we found the perfect blend of tech innovation and quality of life to build something meaningful.

TB: Where would you invest 100k?

VP: AI infrastructure that solves real engineering problems. Not theoretical AI research, but practical systems that make developers more productive.

TB: If you weren’t an entrepreneur….

VP: I would lead AI research at a developer tools company. The intersection of AI and developer experience is where the most interesting problems live.

TB: What is Tech Barcelona for you?

VP: A community that proves you can build world-changing AI infrastructure from anywhere, not just Silicon Valley.