Co-Founder | Creative Director | Athlete
Industry: Sports
Location: Coimbra, Portugal
Duration : 10 years
SITUATION
Industry: Sports
Location: Coimbra, Portugal
Duration : 10 years
SITUATION
In 2010, driven by a shared vision and a deep love for martial arts, my training partners and I co-founded Coimbra MMA, a space we could finally call home. Tired of scattered training locations and lacking a sense of community, we set out to create a dedicated martial arts school rooted in respect, resilience, and high performance — a place where athletes could train, grow, and belong.
CHALLENGE
To build a sustainable martial arts business from the ground up while fostering elite performance, local community engagement, and a unique lifestyle culture that blended Brazilian Jiu-Jitsu with Portugal’s surf and wellness scene.
To build a sustainable martial arts business from the ground up while fostering elite performance, local community engagement, and a unique lifestyle culture that blended Brazilian Jiu-Jitsu with Portugal’s surf and wellness scene.
SOLUTION
Brand Creation & Identity
• Developed a brand rooted in three pillars: Discipline, Health, and Differentiation.
• Built a strong visual and verbal identity for Coimbra MMA as a new-generation training center in Portugal, influenced by Brazilian martial arts ethos.
• Developed a brand rooted in three pillars: Discipline, Health, and Differentiation.
• Built a strong visual and verbal identity for Coimbra MMA as a new-generation training center in Portugal, influenced by Brazilian martial arts ethos.
Community & Athlete Development
• Designed training programs that supported national champions and international athletes.
• Integrated wellness practices (yoga, surf, mobility) to foster a balanced and high-performing lifestyle.
• Created a mentorship culture within the gym, making it more than a training space—a family.
• Designed training programs that supported national champions and international athletes.
• Integrated wellness practices (yoga, surf, mobility) to foster a balanced and high-performing lifestyle.
• Created a mentorship culture within the gym, making it more than a training space—a family.
Space & Experience Design
• Co-led the renovation and environmental design of the training space to reflect values of flow, grit, and unity.
• Curated in-gym experiences including tournaments, community events, surf retreats, and nutrition workshops.
• Co-led the renovation and environmental design of the training space to reflect values of flow, grit, and unity.
• Curated in-gym experiences including tournaments, community events, surf retreats, and nutrition workshops.
Business Growth & Exit
• After nearly a decade of growth and impact, Coimbra MMA was acquired in 2019 by a major international martial arts team brand, ensuring its legacy would continue under a broader umbrella.
• After nearly a decade of growth and impact, Coimbra MMA was acquired in 2019 by a major international martial arts team brand, ensuring its legacy would continue under a broader umbrella.
RESULT
Trained and developed multiple elite athletes who represented Portugal internationally
Built a strong martial arts community with a loyal member base and long-term retention
Positioned Coimbra MMA as a reference point for Brazilian Jiu-Jitsu and holistic sports culture in Portugal
Achieved a successful business exit, with the brand and school continuing under new leadership
Built a strong martial arts community with a loyal member base and long-term retention
Positioned Coimbra MMA as a reference point for Brazilian Jiu-Jitsu and holistic sports culture in Portugal
Achieved a successful business exit, with the brand and school continuing under new leadership
GOLDENERA — Surf x Jiu-Jitsu Lifestyle Movement
Founder | Creative Director | Lifestyle Curator
Industry : Sports & Toursim
Location: Coimbra & Figueira da Foz
Industry : Sports & Toursim
Location: Coimbra & Figueira da Foz
Born as a natural extension of the Coimbra MMA mindset, GOLDENERA became a lifestyle brand and sports tourism initiative inspired by the flow and resilience of two soul sports: Brazilian Jiu-Jitsu and Surf.
We saw a new generation in Europe, particularly Portugal, embracing these practices not just for sport — but for balance, mental clarity, and cultural connection. GOLDENERA tapped into this energy to offer curated experiences, retreats, and community-building journeys.
SERVICES
• Custom surf & Jiu-Jitsu experiences in Portugal’s best spots (Coimbra & Figueira da Foz)
• Retreat planning, event logistics, athlete hosting, and culture-led programming
• Brand storytelling and lifestyle design for clients and partners in the wellness and sports sector
• Custom surf & Jiu-Jitsu experiences in Portugal’s best spots (Coimbra & Figueira da Foz)
• Retreat planning, event logistics, athlete hosting, and culture-led programming
• Brand storytelling and lifestyle design for clients and partners in the wellness and sports sector
IMPACT
GOLDENERA contributed to putting Portugal on the map as a sports tourism destination for hybrid athletes, adventurers, and seekers of mindful movement. Through this initiative, we bridged Brazilian soul and European soil, giving people a way to reconnect with nature, their bodies, and their tribe.
WHAT I LEARNED
This was a masterclass in entrepreneurship, creative leadership, and cultural building. From mats to waves, I learned how design, branding, and community are all part of the same energy: human connection through purpose.
Coimbra MMA and GOLDENERA weren’t just businesses, they were movements. And to this day, they remain part of who I am.
Coimbra MMA and GOLDENERA weren’t just businesses, they were movements. And to this day, they remain part of who I am.
