By Jorge Amor, Co-Founder and CEO of J3T
J3T exists because five people who already trusted each other decided to build together instead of apart. We spent our careers inside international companies, scaling businesses in different industries. We played rugby together for ten years. In 2026 we put both experiences into one company: a venture holding that builds businesses in healthcare, superfoods, sports, wellness and AI, with one filter for every decision. It has to leave lives better.
Why build a holding instead of a single startup?
A single startup bets everything on one idea. A holding bets on a team and a method. Between the five of us we bring 106 years of combined experience, billions of US dollars in managed budgets and hundreds of millions of people reached through the brands and companies we have worked for.
That experience is spread across marketing and growth, finance, commercial, go-to-market and operations. No single venture needs all of it every day. A holding lets each venture use the full bench when it matters, and lets us apply what one venture learns to the next.
What does rugby have to do with business?
More than it seems. Rugby teaches you that nobody scores alone. The ball only moves forward when the person next to you is exactly where they said they would be. You learn to trust under pressure, to take the hit for the team and to get back up for the next phase.
That is how we work. Ten years of early mornings, muddy fields and hard losses gave us something most founding teams take years to build: we already know how each of us reacts when things go wrong. In a company, that saves months.
Why healthcare, superfoods, sports, wellness and AI?
Because they share one goal: helping people live longer and better. Each vertical attacks it from a different angle.
Healthcare. Our cancer-risk detection venture launches in 2027 to make prevention affordable and close to people.
Superfoods. Functional nutrition built on real ingredients and real science.
Sports. High-performance training, data and talent development.
Wellness. Prevention-first products for a healthier, more balanced life.
Tech & AI. The technology and intelligence behind every J3T venture.
The verticals feed each other. An athlete's data informs a nutrition product. A prevention service needs the same technology a wellness brand does. Building them under one roof is a strategy, not a coincidence.
What does "Built to scale. Backed by purpose." mean in practice?
It means two tests for every venture. First, can it grow across countries? We operate in Mexico, Spain, Argentina and the United States, so every business is designed to travel from day one. Second, does it create a healthier life for people and a better world for those who come after us? If the answer to either question is no, we do not build it.
What comes next?
This blog is where we will share how we build: the decisions, the numbers and the lessons, written by the five founders. If you are an investor, a partner, a healthcare provider or someone who wants to build with us, we would like to hear from you.
