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Pedro Ruiz is a seasoned entrepreneur and executive with extensive experience in the fitness franchise industry and international business development. Ruiz co-founded P20 | EMS Studio in 2015, overseeing franchise sales, marketing, finances, business innovation, and property management across multiple countries. Previously serving as Chief Executive Officer at VIVAFIT from 2002 to 2023, Ruiz contributed to sales growth and franchise expansion. Additionally, Ruiz held leadership roles in several organizations, including Vice President of the Associação Portuguesa de Franchising and Board Member for both the Câmara de Comércio e Indústria Luso-Espanhola and EuropeActive. Early in their career, Ruiz gained valuable experience as a Product Manager at ExxonMobil and as Technical Manager at the Sociedad Estatal para la Ejecución de Programas Conmemorativos Del Quinto Centenario, alongside roles in construction management. Ruiz's educational background includes a Master's degree in Naval Architecture and Marine Engineering from Instituto Superior Técnico.