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Meet Hansel de Haro and Gus Baldor

Today we’d like to introduce you to Hansel de Haro and Gus Baldor.

Hi Hansel and Gus, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Not unlike many other business owners in Miami, my story, as well as the story of my co-founder and close friend, Gus Baldor, began prior to immigrating to the United States. Born and raised in La Habana, Cuba, I always had a passion for designing and presenting innovative products.

I’ve always liked to create things and entrepreneurship is in my heart. Throughout my adolescence and into my adult life, I’ve always been either brainstorming for my next project or actually executing it. This passion directed me to pursue a formal architecture education which began in Cuba and ultimately led to my coming to the US to earn my master’s degree from Florida International University in 2014.

Two years later, Gus and I founded ALPHA Territory to bring something new and unique to the world of fitness fashion because, let’s face it, the last thing the industry needs is yet another mediocre brand without character.

We did it because we hate the low-quality materials many companies use and their poor customer support. To us, building a community and delivering a product with the quality and attention to detail that consumers really deserve represents the driving force of everything we do.

We design fitness fashion of the highest standard. We take the time and effort to deliver the best quality fashion and experience so that you’ll feel proud and confident when you wear our products. We won’t produce anything without an extensive process of revisions and quality control. That’s how we ensure our audience receives products that are durable and of the highest standard.

We don’t sell athletic fashion just for the sake of it. Instead, our ultimate goal is for you to feel motivated, pumped and 100% convinced you have an unstoppable attitude the moment you put on any of our products.

We are extremely proud of where we started and look forward to continuing to grow with our network. It was my fitness transformation that motivated me to launch the company. I went from being overweight and devoid of energy to being the best “me” I can be – vigorous and happy through the power of fitness. But, more importantly, the natural sense of comradery that is formed with others in fitness motivated us to create a brand that directly served the wellness community. That’s why the aim of our clothing is to give you that extra little motivational push towards your goals each day, whether they be fitness-related or not.

We believe in respecting our customers, providing top-notch quality at an affordable price, and delivering what we promise. We’re not just looking to build a company. We’re in it to build a culture.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Not at all. It’s like Gus always says: “If you’re not solving problems and putting out fires, you’re not in business.” Our beginnings were VERY humble. Since we started this, we have had a lot of desire and passion to create something different and innovative that, at the same time, would inspire our customers – pushing them to become better versions of themselves when wearing our clothes.

This involved a bit of a longer-than-usual process for designing our first collection, which involved a tedious and extensive quality control and review process before we actually gave the green light for production to our suppliers.

We spent about a year going back and forth with our suppliers, ensuring every product and every single detail from each product, tag, label and packaging was properly detailed and crafted as best as possible.

We just wanted to ensure our collection would be accepted positively by the fitness and fashion communities. Many times, what you see associated with most quick pop-up companies trying to make a quick buck are customer complaints, chargebacks and refund requests – a reflection of complete disappointment towards a product.

Along with the rigorous process of reviewing our products before launching our first collection and delivering to our growing community, a critical step was and still is the management of budget. As a small business, we have always strategized with the objective of achieving as much as possible with the limited resources we have. Instead of overpricing our products, as regularly seen in the industry, we concentrate on being patient, focusing on our audience and catering to them in the best way possible.

Long story short, neither me nor Gus are here to make a quick buck. Instead, we strongly believe in the honest and transparent foundations of our company’s values – as well as the quality and innovation we strive to bring to our community – as long term keys to success. We want to deliver a product with the quality standards consumers deserve, that at the same time, motivates them to be better, period.

There are two driving factors we pay attention to the most: Our customer return rate (currently above 60%) and Our customers’ reviews (

As long as those two factors remain steadfast, that’s all we care about.

Can you tell our readers more about what you do and what you think sets you apart from others?
I have a background in graphic design, have always liked to design and create innovative things and I also have a master’s in architecture. Design and innovation are part of who I am. I’ve always been known for being a hard worker and very persistent with anything I do. I just don’t know how to give up. I’m fortunate enough to have Gus as a friend and business partner because he is exactly the same way. We feed off each other’s energy and it’s just good chemistry how we work together, make decisions together and decide future steps.

Teamwork is everything.

I think I’m most proud of being a natural team player and team builder. For each of the projects I work on, I work with a team and I always go out of my way to ensure every person I work with is happy with what we’re all doing and, at the same time, has a good sense of ownership over what they are doing.

In the end, we are all collaborators. A word I totally hate (not even as a joke) is “boss”. In my teams, there are no bosses, but I strive to be a good leader. We all contribute to the projects equally and are all experts in different areas. That’s what makes the best teamwork.

If we knew you growing up, how would we have described you?
I got involved in graphic design in Cuba when I was thirteen years old because of my dad and brother – they’re both graphic designers. That created a natural passion in me to design and build things from a visual perspective, guiding me to follow in their footsteps. After moving to the US in 2006, I worked as a graphic designer for an automotive company, and later opened my own marketing company: de Haro Group. At that time, web designing was picking up pace in the tech industry, so I taught myself how to web design and program for websites while being a full-time student.

Gus’ story and mine are pretty similar. We were both fortunate to have great parents that made the right decision by taking a leap of faith in leaving everything they knew behind in order to pursue a better future for us in the US.

That, plus the fact that we come from hard working families, made a couple of things clear for us: that in this great country – and with the opportunities it offers – if you work hard, you can achieve anything with patience and perseverance.

Contact Info:

Image Credits
Salomon Urraca Photography

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