Purpose in Wellness
After more than two decades working in health, fitness, and nutrition, Alfredo Enrique Urdaneta Rosales discovered that his true calling went far beyond physical training. For him, wellness meant connection, prevention, and care rooted in trust.
“I realized my purpose was in helping people connect with their own well-being, not just physically but emotionally. That’s what VOS Trainer is about.”
That realization became the foundation for a bold new chapter, one that would bring together his knowledge, his personal values, and his desire to uplift others.
From Expertise to Entrepreneurship
In 2019, Alfredo launched Vos Trainer Salud y Más LLC in Miami. The name, Vida, Organización, Salud (Life, Organization, Health), embodies the core of his vision.
The company quickly positioned itself as a comprehensive wellness solution, blending personalized training with science-backed nutrition and advanced health technology. Alfredo’s approach integrates physical, emotional, and preventive care, tailored to each client’s goals and needs, across every stage of life.
“It was not about making noise. It was about making a difference. I didn’t want to sell hype, I wanted to build something real.”
Growing with Intention
As client demand grew, so did the pressures of running a mission-driven business. Alfredo needed capital to improve his training space, professionalize client tracking, invest in outreach, and keep operations running smoothly.
Even with years of experience and a clear business model, access to capital was a barrier.
The Right Capital, the Right Ally
In 2024, Alfredo connected with Ascendus and received a $10,000 loan through the Small Business Catalyst Fund, an innovative program developed in partnership with Fifth Third Bank and Community Reinvestment Fund, USA.
The loan allowed him to invest in marketing, upgrade his physical space and improve client engagement tools.
In 2025, Alfredo accessed a second product, a line of credit, to manage operational needs with more flexibility and confidence.
“When I connected with Ascendus, I felt seen and respected. They understood my vision and gave me the chance to move forward with structure.”
Health That Builds Community
Alfredo’s work reaches far beyond fitness. His training sessions empower people recovering from surgery, managing chronic illness, or simply trying to lead healthier lives. His coaching blends science, technology, and empathy to meet each client exactly where they are.
“I want my clients to feel empowered, to know they have someone walking with them. This is not about competition; it’s about connection.”
The impact is holistic, improving health, rebuilding confidence, and inspiring long-term commitment to wellness.
The Impact of His Journey
- Business Impact: With strategic financial tools, Alfredo expanded his client base, introduced new services, and positioned VOS Trainer as a trusted wellness partner for families across Miami.
- Household Impact: Entrepreneurship has allowed Alfredo to align his livelihood with his values, while creating financial stability through a purpose-driven business.
- Community Impact: From tech-based diagnostics to inclusive programming, Alfredo is building an accessible, empowering wellness space, one that reflects the future of health for all.
