Ruth Brito, founder of the E-TRI Eskola project and an athlete from the Canary Islands, shares how her move to Vitoria-Gasteiz for personal reasons led her to fall in love with Álava and to establish her sports initiative with a deeply human focus. Through her school, which focuses on training and integrating women, children and young people into triathlon, the entrepreneur highlights the tremendous support she has received in Álava to drive forward a project centred on women’s sport, health and the community.

The founder emphasises the strategic and competitive advantages offered by the region of Álava, located in the Basque Country, for the development of activities linked to sporting performance and wellbeing. Brito highlights the region’s excellent quality of life, characterised by the vast expanse of the Llanada Alavesa, its excellent, low-traffic cycle routes and a network of natural areas that includes the Ullíbarri-Gamboa reservoir, as well as the Green Belt with key locations such as Armentia, Olarizu, Salburua and Zabalgana, creating an exceptional setting both for living and for starting a business.

The athlete and entrepreneur expresses her pride in promoting the value of Álava’s natural environment, positioning the province as an attractive and well-established hub in southern Europe for attracting talent and investment in the fields of sport, health and sustainable industries. Her experience illustrates how the combination of green infrastructure, territorial cohesion and a favourable ecosystem positions Álava as an ideal destination for the establishment of new business ventures with an international reach.