Catalina Hoffmann Muñoz-Seca, 2013 FPdGi Business Award

The jury have decided to present the award to Catalina Hoffmann, a young entrepreneur who has brought innovation to a traditional sector and obtained a great social impact by improving quality of life for the elderly. The national and international growth of the company has been no obstacle to developing her commitment to the human values she promotes.

Catalina Hoffmann Muñoz-Seca (Mexico City, 1977) is the founder of Vitalia and creator of the “Hoffmann Method”. She graduated from the Management Development Program at IESE Business School, University of Navarra. She studied medicine and graduated in occupational therapy and is a specialist in cognitive stimulation. In the past few years she has gained professional recognition in the elderly care sector through her work as an entrepreneur and creator of the Hoffmann Method. Vitalia is a network of day centres offering specialised therapeutic treatments with a strategic area for innovative new products and solutions for the elderly. Vitalia was set up in 2009 and today has more than 3000 users, 200 employees, 21 centres already open and 7 more in development. The company plans to expand internationally to Brazil and Mexico.

Catalina regularly works with the media (TV and radio) and sits on the Editorial Board of the Senda Group. She is also an associate of the Madrid Association for Dependant Care (AMADE), where she heads the Communication Commission, and she is a member and mentor of the European Professional Women’s Network in Spain. Through her association with Womenalia, as a member of its Committee of Experts, she supports Ayuda en Acción’s MAPEL project, which mentors female entrepreneurs in Ecuador. In June 2012 she set up the Catalina Hoffmann Foundation with the aim of helping communities of disadvantaged elderly people and strengthening research into new therapies and projects that contribute towards active ageing, wellbeing and quality of life.


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