About Us
At Xolos Group, our story is rooted in resilience, reinvention, and results.
Joe Hernández spent over 16 years growing up in the U.S., learning the language of ambition and the mindset of entrepreneurs. But when his residency was denied, life hit pause — and he was forced to return to Mexico and start from zero.
Landing near Cancún, Joe rebuilt from the ground up. He dove into the world of sales and marketing, working for some of the region’s top resort brands — including Vidanta and Occidental — where he mastered how to sell high-value experiences to travelers from around the world.
But when the pandemic struck and tourism disappeared, so did the jobs. Instead of waiting for the world to recover, Joe decided to build something of his own. He launched a marketing services company, helping local businesses improve their sales and navigate one of the hardest economic chapters in history.
Over time, he evolved into a full-fledged sales consultant — helping companies build smarter systems, sharper messaging, and better results.
That’s when he met Martin Holley.
Born in Moncton and raised in Montreal, Martin had built a 25-year career in sales and marketing across industries like technology, healthcare, publishing, and consumer goods. A co-founder of Brandmelder Agency, Martin specialized in remote business development, digital strategy, and brand growth for clients across North America.
But everything changed after one visit to the Riviera Maya. He saw something rare — a place where beach lifestyle and real economic opportunity intersected — and made the move.
When Joe and Martin connected, it was clear they shared the same vision: to help founders with strong products finally unlock the sales they deserve.
Together, they created Xolos Group, a sales-focused marketing consultancy designed to give underperforming businesses the structure, clarity, and momentum they need to grow — fast.
We’ve walked through fire. We’ve lost. We’ve built. We’ve sold. We know what it’s like to believe in your product and still feel stuck.
That’s why we do what we do.
If you’ve built something great — but the sales aren’t coming — we’re here to help you fix that.
Let’s build something powerful, together.