Fran is the driving force behind ALTAFIT’s transformation — leading the brand, the business, and the team toward new horizons. He’s not only redefined the identity of ALTAFIT, but also built the vision that guides its next chapter. He was also the creative mind behind the name ALTAFIT itself, marking the beginning of a new era for the brand.
With a clear sense of purpose and a relentless focus on excellence, Fran leads with creativity, strategy, and heart. Every detail — from the brand’s visual language to the in-club experience — reflects his belief that great brands are built from within. His leadership inspires the crew to think bigger, innovate constantly, and deliver an experience that truly adds value to people’s lives.
Fran doesn’t settle for “good enough.” He builds what’s next.
Did you know..
Fran is
University MH, Business Management
European Design Institute, Master Brand Management
Masterbrand, Brand Strategy
The Power MBA Digital Marketing
CrossFit CL1 Certificated
Fran is a visionary leader who never stops learning and evolving. Whether developing new business ideas, shaping brand culture, or mentoring his team, he’s constantly seeking ways to improve and inspire those around him.
Outside of work, he loves traveling, discovering new cultures, and staying active through CrossFit.
He believes success isn’t about doing more, but about doing it better — with meaning, clarity, and impact. His focus is always on building experiences that move people and make brands matter.
Fun Fact..
His favorite cardio?
Running brand presentations.
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