Currently Xavi leads the new Gatorade Athletic Equipment Business Unit. Xavi is in charge of creating the growth vision for Gatorade to expand reusable vessels, coolers, smart tech, and other non-consumable verticals. Xavi's team designs a new way to fuel athletes: more sustainable, leveraging DTC, Technology and Digital Platforms and fully integrating vessels with powders, pods and tablets. Xavi leads a multifunctional team, including brilliant marketers, brand managers, product managers, and industrial and brand designers. Xavi has held multiple roles in his 12 years at Gatorade, starting with Global Brand Design and always combining Design, Innovation, and Marketing.

Xavi was born in Barcelona, where he earned a degree in Architecture. He has a strong sports performance and design background from his 11 years of experience with Nike Spain, Mexico, and Brazil. He also has been invited as guest speaker and panelist in multiple Sports and Innovation conferences and has collaborated in different Podcasts and Articles. As part of his Innovation curriculum, he holds several invention patents.