As the Founder of ATÁLIA, Luis Pelayo is experienced in the development of new products and sales channels and forming a community around the brand. During the YLAI 2020 fellowship, Luis hopes to strengthen his knowledge of scaling and expansion to achieve a stronger impact in his country, create marketing strategies that promote brand awareness, and develop branding strategies that invite people to connect with the brand. Upon returning to Guadalajara, Mexico, Luis plans to apply the knowledge he has gained by creating a campaign to generate more active catalog distributors and discover new ways to reach more corners of the country while promoting self-employment and self-esteem.