From tour guide to travel-tech founder

Juan B. Sánchez has spent two decades moving groups of people around Spain. The software he builds today comes straight out of the problems he lived on the road.

Juan started in group travel the hard way: on the coach, with the group. In the early days of the sports-tour industry he was among the first staff to travel alongside teams, learning how a trip actually holds together, the logistics, the local relationships, the hundred small things that decide whether a tour is a memory or a mess.

In 2005 he founded Odisea Tours, a specialist in group sport and cultural travel across Spain. Twenty years on, Odisea still runs youth soccer tours, softball trips, veterans tours and cultural journeys, arranging training with professional academies, friendly matches against Spanish sides, and every logistic in between.

Why an operator started building software

Running tours for that long teaches you exactly where the tools fail. Coaches manage rosters in spreadsheets. Bus operators track fleets on paper. Clubs struggle to plan training or share what happened in a match. Travel brands pour money into SEO while the actual buying decisions increasingly start inside ChatGPT and Perplexity.

Juan's answer was to build the products he wished existed, not as an outsider guessing at the market, but as the operator who had felt every one of those gaps. That is the thesis behind Ground Agents Solutions: travel and sports businesses deserve software built by people who have actually done the work.

An ecosystem, not a portfolio

The products share a spine, the operator's point of view, and they increasingly feed each other:

• MyCantera — free club-management software for youth soccer: training plans, match reports, rosters and an AI coach.
• BusVivo — fleet tracking and operations for Spanish coach companies.
• Tripcite — generative engine optimization: measuring and improving how brands show up in AI answers.
• I Wasn't There — turning event moments into shareable media.
• The Spanish Football Desk — Spanish football in English for US soccer coaches, published by Odisea.

Odisea is the demand-side anchor and the proving ground; the software is what a twenty-year operator builds when he decides the tools should be better. Group travel expertise and product engineering, under one roof, in Spain.