The case of Deporama reflects the journey of many businesses built on expertise and passion. In this case, within the sports sector.
Its Founder and Managing Director, Rubén Andrés García, holds a degree in Physical Activity and Sports Sciences. He began his business career with a clear objective: to develop his professional activity in the sports industry through event organisation.
Deporama is a company specialised in the organisation of sporting events, with more than 20 years of experience in the sector. It focuses on designing, managing and delivering comprehensive sports experiences for a wide range of participants.
Over time, the company has developed a business model that combines operations, user experience and brand building within the sports industry. This has allowed it to consolidate its market position and grow steadily.
As is common in many companies, growth brings not only increased activity, but also greater complexity in management and business structure.
For this reason, we invited Rubén Andrés García to the programme A Media Sesión on Radio Intereconomía, where he shared firsthand the evolution of Deporama and how LEIALTA’s support has been key to structuring its growth and preparing for the future.
Gradual Growth That Strengthens the Business
Deporama’s origins combine technical expertise and personal determination, as Rubén explains:
“Deporama was born from a combination of logic and instinct. The main reason is that I have a degree in Sports Sciences and realised that it was possible to make a living organising events. I am one of the few in my group who did not follow a teaching career.”
From the outset, the business focused on organising sporting events linked to triathlon. Over time, it evolved into a broader model within the sector.
In the early stages, growth required strong operational involvement:
“You have to learn to do a bit of everything, because you need to cover many areas.”
Over time, the company achieved steady growth and strengthened its position in the market. A key milestone in this process was the organisation of the European Duathlon Championship in 2017. As Rubén highlights:
“There was a turning point in 2017. The event went very well and gave us significant credibility.”
Corporate Restructuring to Support Controlled Growth
However, growth is not always accompanied by an adequate structure. As Rubén acknowledges:
“I realised a bit late that I needed a proper organisation in my company. Growing is important but knowing how to grow is just as important.”
As the business evolved, new challenges emerged. These were not related to activity itself, but to its management:
“My main challenge has not been the work, but how to capitalise on it and make it profitable.”
This situation is more common than it may seem in growing companies, where there is often insufficient separation between personal and business assets. In Rubén’s words: “LEIALTA identified that we had a mix between the individual and the corporate structure.”
Structured Growth: Profitability, Diversification and Decision Making
In this context, LEIALTA supported Deporama through a reorganisation process aimed at structuring the business and preparing it for growth. As Rubén explains: “LEIALTA helped us understand that we needed a central structure to manage everything.”
This process enabled the company to:
- Separate personal and business assets.
- Organise the corporate structure in Spain.
- Centralise management.
- Prepare the business for new opportunities.
As Rubén highlights, this reorganisation opens new strategic possibilities:
“In a single company, you cannot concentrate everything, especially in the sports sector. It is necessary to structure assets to diversify and invest in other businesses.”
He also adds:
“LEIALTA has helped us improve profitability and avoid having everything in one place.”
The Value of Long-Term Advisory Support
Beyond technical execution, continuous support is essential in these processes. As Rubén emphasises:
“For companies that have not yet considered this, the key is to work as a team. They become part of us, and we become part of them.”
Cases such as Deporama demonstrate that structuring at the right time allows companies to grow with greater control, reduce risk and prepare for the future.
At LEIALTA, we support companies in corporate restructuring and asset planning processes that transform growth into sustainable value.
