Today we interview Hugo Villarjubín, Commercial Director of The Workout Group. A man who, at first sight, conquers with his serene look and deep blue eyes, but whose true charm lies in his kindness and closeness.
Born in Talavera de la Reina (Toledo), Hugo has been living in Madrid since he was 15 years old, although he himself laughingly confesses that he still gets lost in its streets. His career has been marked by courageous decisions that have led him to continually reinvent himself: from his beginnings as a television producer, through the sale of financial products, to finding his vocation in the world of events.
Since he started working in this sector in 2006, Hugo has accumulated experience that is as varied as it is enriching. For example, he has managed logistical tasks such as the installation of portable toilets at large events and has also been in charge of his own technical production company. This versatility has made him a very complete professional who perfectly understands every detail of the complex machinery involved in the organization of events.
With more than eight years of experience in Workout EventsHugo passionately leads the company’s Commercial Department.
Today, Workout has offices in Madrid, Barcelona, Valencia, Seville, Malaga, as well as branches in other cities in Spain. What challenge does it represent for you to be in charge of a nationwide sales team?
The challenge is to consolidate the branches and make them grow. Especially when we open an office in a city where Workout is not yet physically present, while the competition, on the other hand, is quite strong. In these cases, we have to demonstrate more.
Fortunately, we currently have very strong people on the team who are committed to the company and believe in the project.
What objectives has the Commercial Department met in Workout’s 20th anniversary year?
In terms of numbers, we have met the objective that had been set. But what is really important is that we have succeeded in building customer loyalty, recovering accounts and attracting new business that will allow us to continue growing as a company.
And what are the goals you have set for 2025?
Mainly three:
- That Workout Events continues to be the leader in event staffing. Obviously all companies in the industry do many things well, but I do believe that we are the most powerful company in terms of volume and how we have been doing things so far.
- Continue to consolidate other business lines of the Workout group, such as Workout Retail and Workout ETT.
- To give visibility to the staff within the sector and professionalize it. To this end, we will continue to work with associations such as ADEAPE, ASPEC, Foro MICE… We are also currently working with them and the Administration to ensure that certain official training and qualifications are implemented for event staff.
How do you assess the competition in this sector in Spain?
The coexistence with the companies that do the same business as us is calm, because nowadays there is work for everyone.
What makes Workout Events different from other event staffing companies?
Beyond our values, I would highlight the company’s DNA. Everyone here is treated as if we were part of a big family. At Workout we really take care of our staff and value the human side of everyone. This can be seen in the dedication shown by our colleagues and the low turnover we have, especially in the office.
Can you tell us about any recent work that Workout has done at an event that you are particularly proud of?
Without a doubt, the Latin Grammy 2023 for several reasons:
- For us it was a great challenge because they were held in Seville, where, compared to Madrid, Workout has a smaller delegation.
- We had all departments of the company involved (with the exception of Security): Assembly, Logistics, Image, Auxiliary Services and Catering. There were more than 500 people from Workout working on the event.
- We were able to support all the clients who hired us.
And, above all, what makes me most proud is the public recognition they gave us at Mediapro Events when they went up to collect the award for Best Project of the Year at the AEVEA Grammy gala. They included us in their thanks, as if we were part of their own team. That is, at the end of the day, what we want to achieve with our work: to be seen as people, as professionals, who work side by side to help events go well.
If you had to highlight a key moment in your career in Workout, what would it be and why?
When I became Sales Director. For me it meant my consolidation within the company. I have always said that I would like to retire in Workout…
To finish… tell us some curious facts about yourself.
I am passionate about golf, although if you are looking for a more unexpected sport, you will be pleased to know that the NFL (National Football League) century. It’s quite unknown, but it’s pretty cool and I’m very excited about it coming to Spain next year.
What is the word that most identifies you?
DAWN. Because it means a new day, a new beginning.
We say goodbye with a clear image: that of someone who wakes up every day with the illusion of doing what he likes the most, in a job he really enjoys.
Thank you, Hugo, for sharing your story with us.
