About

Born in Costa Rica to a family with roots in Barcelona, Spain, Xavier Roca has built a life at the intersection of creativity, technology, business, and human potential.

His journey has never followed a conventional path.

With an academic background in Business Administration and Software Engineering, Xavier's curiosity extended far beyond traditional education. His passion for music took him to Barcelona, where he studied Music Production at Microfusa, and later to Los Angeles, where he pursued Keyboard Technology at the prestigious Musicians Institute.

What began as an obsession with sound evolved into an international career in electronic music. Performing as a DJ, Xavier traveled across the world, taking the stage at major music festivals, including the iconic main stage of Ultra Korea.

But music was only one chapter.

After relocating to Miami, Xavier entered the luxury automotive industry, joining Lexus of Pembroke Pines, recognized for its exceptional global sales volume. There, he immersed himself in the psychology of sales, negotiation, consumer behavior, and the mechanics of building successful businesses.

That experience would become a foundation for his next evolution: entrepreneurship.

Drawn to emerging technologies and digital ownership, Xavier entered the world of NFTs and Web3, founding Notorious Ape Club, a digital collectibles project that combined original character design, online communities, and blockchain technology.

His fascination with technology continued to evolve into software development, digital products, and the pursuit of ambitious ideas.

Today, Xavier works across multiple creative and entrepreneurial disciplines.

He is the founder of ORBI, a social discovery platform exploring new ways for people to interact with the world; YUKIZUMI, an independent fashion label influenced by Tokyo's avant-garde luxury aesthetic and his travels throughout Asia; and Dumb Grails, a media brand dedicated to the culture, obsession, and stories behind extraordinary collectibles.

He is also the creator of GREATNESS, a personal development philosophy and program designed to help men unlock their potential through discipline, physical transformation, self-mastery, and intentional living.

Beyond his ventures, Xavier maintains a deep fascination with mathematics, coding, software architecture, branding, and optimization. He approaches entrepreneurship as both an analytical discipline and a creative art form—where technology, design, and human behavior intersect.

Outside of work, he finds balance through chess, surfing, fishing, trail running, fitness, and the outdoors of Costa Rica.

For Xavier, curiosity is not simply an interest. It is a way of life.

His work is connected by a recurring belief: that human potential is rarely limited by ability, but by the willingness to explore, adapt, and evolve.