Mexico is set to become a strategic launchpad for Fresha’s expansion across Latin America as the beauty and wellness technology provider builds a locally led commercial operation in the country.
The AI-powered booking platform is investing in local talent, partnerships and customer support as it seeks to extend its reach among Mexican salons, spas, barbershops and other beauty and wellness businesses.
Fresha said Mexico represented one of its most dynamic and highest-potential markets, supported by a growing industry and rising demand for technology that can simplify operations, attract customers and strengthen commercial performance.
The company’s platform brings together bookings, payments, marketplace services and business-management tools. Fresha believes this integrated approach can help Mexican operators replace fragmented systems while improving customer engagement and supporting expansion.
Mexico City will serve as the centre of the initiative, with Fresha planning to build teams spanning business development and account management. The company said its presence in Mexico could also support further expansion into Brazil and Argentina.
William Zeqiri, Founder and CEO, Fresha, said: “As Fresha continues its global expansion, Mexico represents one of our most dynamic and highest-potential growth markets. The country’s beauty and wellness sector is thriving, and businesses are actively seeking modern, integrated technology to transform their operations.
“With Carlos Walther leading our commercial team on the ground alongside our North American leadership, we’re excited to deepen our commitment to Mexico and help local businesses unlock their full growth potential.”
Fresha appointed Walther as Head of Commercial for Mexico to establish and scale the local operation. Based in Mexico City, he will lead customer acquisition, partner support and the development of strategic relationships across the country.
Walther said: “Mexico is home to an ambitious, fast-growing beauty and wellness industry, with businesses looking for technology that can help them operate more efficiently, build lasting customer relationships and scale with confidence.
“I’m excited to build Fresha’s commercial presence in Mexico from the ground up and work closely with local businesses as we grow. By pairing a strong local team and deep understanding of the market with Fresha’s global platform, we have a meaningful opportunity to help businesses of every size unlock new opportunities.”
Scott O’Brien, General Manager for North America, Fresha, described Mexico as a major opportunity for the company.
“We are committed to building a strong, locally led commercial organisation to support beauty and wellness businesses throughout the country,” he said.
“Carlos brings the commercial experience, leadership and ambition needed to establish and scale Fresha in Mexico, including building out our local team and establishing a new Mexico launchpad office to support our growth in the market.”
Fresha’s plans reflect the increasing importance of Mexico to international technology companies seeking growth in Latin America. Success will depend on combining its global platform with local relationships, market knowledge and support tailored to the country’s beauty and wellness operators.
With a commercial base taking shape in Mexico City, Fresha is positioning the country as the foundation for its wider Latin American expansion strategy.
