«Barcelona combines talent, infrastructure, quality of life, and a strategic geographical position», by Luis Reyes
Luis Reyes, 39 years old, Mexican-American, married and father of two. Luis and his family have lived in Mexico, São Paulo, Los Angeles, San Francisco, Houston, Chicago, Boston, Madrid, and now Barcelona. He is the founder of Iberian Ventures, a €60M Private Equity fund focused on buy-and-build strategies for Spanish SMEs. He has worked in technology in Silicon Valley for companies such as Google and Riot Games, and later traveled the world solving challenging problems for CEOs while working at McKinsey & Co. and Bain & Co.
Why did you choose Barcelona?
We were looking for a city with a good quality of life, access to the sea, international school infrastructure, and a wide cultural offering for our family. But we were also looking for a region with a strong business fabric. Catalonia delivers on all of that. From here, we have been able to build a solid foundation for our project, attracting talent and creating real opportunities.
What are the city’s strengths?
Barcelona combines technical talent, modern infrastructure, quality of life, and a strategic geographical position in Europe. Moreover, its industrial ecosystem remains strong, especially outside the urban center. With a supportive regulatory environment, the city has everything it needs to establish itself as a reference in industrial innovation and business development.
Which aspects of the city need to be improved? How?
One of the main challenges is the regulatory and tax environment. What’s needed are policies that balance redistribution and wealth creation, without penalizing those who are generating jobs and economic value. Today, there is a lot of support for early-stage entrepreneurship and tech startups, but very few tools are designed to accompany the growth of high-potential companies, the ones that generate most stable employment. There is neither sufficient administrative agility nor tax incentives to reinvest profits. Moreover, regulatory uncertainty discourages those who want to commit in the long term. Catalonia has talent and solid industrial foundations, but it needs a country-wide vision that facilitates scaling companies, not just creating them.
What do you expect from Barcelona in the coming years?
I hope the constructive momentum is regained. That we move past the negative narrative about what doesn’t work and start talking more about what is working. That those who are investing in the city are recognized and supported. Barcelona has the conditions to become a modern industrial hub, but it needs clarity, ambition, and a long-term vision.
Which city do you consider to be your home city? What do you miss most?
I feel divided between several cities. Barcelona is where we have lived best as a family, with a good balance between work and personal life. But I miss the dynamism of New York: the energy, the speed of doing business, the culture of merit, and the ambition to scale quickly. If I could combine both, I would have my ideal city.
