THE STORY
ENTREPRENEUR
DISRUPTOR
OPTIMISTIC
Juan Salas is a Spanish entrepreneur, AI executive, and speaker with over 15 years of experience reinventing global businesses.
His method stems from a rare intersection: the discipline of someone who has led business transformations from within the largest global technology companies, the responsibility of someone who has risked his own life, and the strength of someone who has decided to live authentically.
At the forefront of global technological transformation – For nearly two decades, Juan has operated at the core of some of the world's largest organizations – Booz & Co., Oracle, Accenture – leading negotiations and multicultural teams on transformation projects and supporting clients in making high-impact strategic decisions. Most recently, at Accenture , he led the sale of AI-powered business reinvention projects for IBEX 35 companies, experiencing firsthand the revolution that is redefining our society today.
With his own future at stake – Between these two corporate phases, Juan assumed leadership of the family business: a medium-sized industrial company that needed to reinvent itself to survive. The market responded: more than 15 international markets opened, sales quadrupled, and recognition at major design events, such as the Salone del Mobile in Milan. But what shaped him most was what one only learns when the risk is one's own and the consequences are real.
Determined to live from his authenticity - After embarking on a profound journey of personal self-knowledge, and becoming aware of the limitations to his own happiness that he had imposed on himself to achieve supposed social and professional success, he adopted the firm conviction to live his life from his authenticity and make it one of his life missions to help others develop.
From the intersection of this path of personal growth, his business experience, and the unique perspective he gains from experiencing the AI revolution from within, a twofold conviction emerges. Juan believes we are entering a golden age of developing human authenticity thanks to AI, but that neither organizations nor individuals truly know how to "be more human than ever."
From the vineyards of La Rioja
The story of Juan Salas
1988
He is born
Santo Domingo de La Calzada, La Rioja, Spain.
He was born in a town in northern Spain where time is measured by harvests and trades.
90s–00s
Childhood in La Rioja, Spain
Grow up surrounded by vineyards and artisans. Learn to respect the authenticity of the land and admire those who work it to bring out its best.
2006
Madrid and the World
Madrid, Spain - Wisconsin, USA
She moved to Madrid, began her studies at ICADE, and spent a year in the US (Marquette). From there, she started her career in strategic consulting at Booz & Co.
2012
Back Home
La Rioja, Spain
He is leading the reinvention of his family's company, Discalsa. He has gone from the halls of the IBEX to traveling around France driving a truck to showcase his products in designer boutiques and internationalize his company.
2015
First turning point
Paris, France
He makes peace with his identity as a gay man and shares it with his loved ones. He has his first experience of what it means to live authentically.
2018
The Closing
Milan, Italy - La Rioja, Spain
At the same time that Discalsa achieved its greatest commercial recognition at the Salone del Mobile in Milan, a financial setback led to the project's closure. Knowing how to close down became its final major lesson of this period.
2019
Around the Corporate World
Madrid, Spain
After a period of personal reflection and "healing" following the closure of his company, he returns to the corporate world, at Oracle, where he leads business development in Iberia for its applications business.
2020
Pandemic, second turning point
Madrid, Spain
She takes control of her life to build it in alignment with her authentic self. She begins a long process of self-discovery where she connects with the different spheres of her being and becomes obsessed with living her life authentically.
2021
Accenture and the AI Revolution
EMEA
He holds several management positions at the European level. He is experiencing the AI revolution firsthand, supporting IBEX 35 companies in their reinvention.
2026
Create Santamaría Rooms
Madrid, Spain
After "healing" from being an entrepreneur, and with his perspective enriched by his years in multinational technology companies, he's starting a business again. His mission: to put business excellence at the service of human authenticity.
