Juan Diaz Rivera comes from a family of leaders and innovators.
From an early age he became acquainted with real estate development and marketing, which led him to become a partner in the founding of Capella Pedregal (now the Waldorf Cabo San Lucas at Pedregal) – one of the highest ranked luxury retreats in Mexico.

For over a decade, his leadership and market knowledge served as a COO of Grupo Riveras: a real estate firm with several joint ventures that include Pedregal de La Paz and Pedregal de Cabo San Lucas, the first luxury residential community in Los Cabos.