In the world of network marketing, there are stories that inspire, careers that teach and leaders who mark a before and after. Alejo Ojeda’s story is a powerful mix of all three.
He is living proof that even after a fall, one can come back stronger. That values, vision and hard work are more powerful than any magic formula. And that in this industry, it’s not just about money, it’s about leaving a legacy. Here’s his story:
How did his journey in the industry begin?
Alejo’s beginnings in network marketing go back more than ten years, when he started with a coffee company in Colombia. His enthusiasm was immediate. But it didn’t take long for him to realize the business had geographical limitations, especially at a time when the digital world was just starting to gain momentum.
That’s when his vision expanded. He saw that network marketing wasn’t just one company, it was a whole world of possibilities. He discovered Forex, the crypto world and dove into the digital universe. That new phase began in 2014. Together with his team, he quickly scaled, building an organization of more than 20,000 people.
However, not everything was rosy. Despite generating $1,000 to $1,500 per day, the company where all their hopes had been placed shut down. Alejo describes it as a “huge disappointment” that hit him hard. “The moral burden hit me really hard,” he confessed.
From that moment on, he distanced himself from the industry and remained away for many years. For him, network marketing was over. He dedicated himself entirely to trading and, while he was doing well financially, he felt something was missing. Financial abundance didn’t fill the void of human connection: “There’s nothing more boring than going to Cancun without your friends,” he said.
The comeback: a love at second sight
In 2024, Brandon and Natalia “Nata” García invited him to hear a different kind of proposal, one that would change the course of his life. What was supposed to be a quick lunch ended up lasting until six in the morning the next day. Surprisingly, they didn’t talk business until around 4 a.m. They spent most of those hours talking about life.
That encounter left a mark on him. “You’re not always lucky enough to sit down with a millionaire. I wanted to soak up all of Brandon’s wisdom ,” Alejo recalls. Beyond the numbers or the pages full of ideas Brandon kept writing non-stop, what convinced him was his energy, his calmness and his vision for leaving a legacy.
That’s how Alejo decided to return to the industry, this time with Holdex, when not even a back office existed yet. Everything was still on paper. But something told him the time was right. “It’s a chance to find a vehicle where we really can make a difference and change our lives.”
Without passion, there’s no reward
Although at first he set out to stay “cool,” not getting emotionally attached to the project, he quickly realized something: you can’t expect a company to give you a million dollars if you don’t give it your passion. So he dove fully into the process and became one of the company’s first Diamonds.
But he did it based on three very clear pillars: his family, his three daughters, his team and his peace of mind. Alejo came to understand that growth isn’t just about money, it’s about being at peace: mentally, emotionally and spiritually. “Trading is a very volatile world and I decided to prioritize my peace over financial gain,” he explained.
From trading to collective leadership
Although he hasn’t completely left trading, he still monitors markets and news, he approaches it much more calmly now. It’s no longer his main source of income. What he learned from that world he now applies to leadership: the importance of mindset, staying calm and understanding that true growth is deeper than a single financial operation.
“Trading helped me change certain habits. But in network marketing, you don’t grow alone. For you to grow, your people have to grow too,” he says.
That vision led him to focus not on signing people up, but on developing them. He firmly believes the industry needs a new kind of leadership, with people who show up clean, with integrity and with honesty. “There are people no one wants to sign anymore because they went from one pyramid scheme to another. They burned out. Their moment has passed, ” he says bluntly.
Holdex: an opportunity with purpose
Alejo is clear: what attracted him to Holdex wasn’t a promise of magical returns, it was the vision of people like Brandon and Omar, who already have the money, but are looking to leave a legacy.
They’ve designed a compensation plan that, in their own words, “is anti-pyramid.” People who are only chasing quick cash don’t find a place here. And for Alejo, that’s a sign of a healthy company.
To him, Holdex is just getting started. He believes the next five to seven years will be decisive. “This moment won’t come again. If you don’t take advantage of it now, you’ll regret it, ” he warns. And he says it with the clarity of someone who’s already seen both sides of the coin.
A vision that goes beyond companies
In his conversation with Network Stars, Alejo emphasizes that a leader’s true asset is their community. A company can change its product, its name, or even shut down, but if your community is with you, you can start again. “When a company shuts down and leaders jump into a new one like nothing happened, the most painful part is having lost their people,” he shares.
Today, Alejo lives in gratitude. Grateful to the industry that gave him a second chance. To Holdex, which restored his faith. And to his team, which became family. “When you fall, it’s easier to get back up as a team,” he concludes.
