At 55 years old, Diego Brand is an entrepreneur, business leader, and passionate cyclist who has built his life around discipline, vision, and perseverance. Born in Colombia and now a U.S. citizen, Diego shares every personal and professional endeavor with his wife, Yoanna, his life partner and business collaborator. Together they have built a family they are deeply proud of, as parents of two children and grandparents to a beautiful grandson.

Widely recognized for his entrepreneurial success, Diego is an expert in sales and marketing and the owner of the number one telecommunications and television sales company in the United States. His business achievements reflect the same dedication, leadership, and determination that define his athletic journey.

Diego’s cycling story began just five years ago during the COVID-19 pandemic. What started as a way to stay active quickly became a life-changing passion. Since then, he has dedicated himself to the sport with remarkable commitment, traveling the world and embracing every challenge that cycling has to offer.

In 2023 Diego becomes GFNY Ambassador NYC in which he is active and feels a great honor. His dedication to GFNY has led him to achieve a historic milestone: becoming the first athlete ever to complete 40 GFNY races around the world. This extraordinary accomplishment highlights not only his passion for cycling but also his deep connection to the GFNY community and its global mission.

In 2025, Diego reached another remarkable achievement by finishing the season ranked #1 in the GFNY World Ranking, establishing himself as the top amateur cyclist in his category worldwide. This accomplishment further solidified his status as one of the most recognized and respected ambassadors of the GFNY brand.

Throughout his GFNY journey, Diego has competed across multiple continents, riding in Asia, Italy, France, Sweden, Germany, Ecuador, Peru, Mexico, Colombia, the United States, the Bahamas, and Puerto Rico. His global cycling adventure continues with upcoming races in Chile, Costa Rica, and Canada.

Driven by his passion for GFNY and his desire to give back to his homeland, Diego is the co-owner of GFNY Cali Colombia alongside his partner, Julián David Concha. Together, they are bringing one of the world’s premier amateur cycling events to their hometown, with the goal of creating a historic race experience that showcases Cali and Colombia to the international cycling community.

For Diego, GFNY is much more than a race series—it is a global family, a way of life, and a platform to inspire others to push beyond their limits, pursue their dreams, and discover what is possible through passion, commitment, and hard work.

Julian David Concha Pelaez is an entrepreneur, international speaker, and GFNY Franchise Owner in Colombia, with a career built around leadership, entrepreneurship, and the expansion of international businesses.

Holding a degree in Business Administration with an emphasis in Marketing, Julian lived in Buenos Aires, Argentina, for eight years, where he and his wife developed business projects and distribution operations in the consumer goods industry, expanding across countries including Argentina, Chile, the Dominican Republic, and the United States.

Passionate about business, leadership, and vision-building, he has impacted more than 100,000 people worldwidethrough international conferences focused on entrepreneurship, personal growth, and leadership. Beyond his entrepreneurial journey, Julian is a husband and proud father to a beautiful daughter, whom he considers one of his greatest inspirations.

His connection with GFNY began through his close friend and business partner, Diego Brand, a GFNY Ambassador. Although Julian does not come from a competitive cycling background, he immediately connected with GFNY’s philosophy and values: discipline, personal growth, community, and the power of sport to create global impact.

Strongly believing that Colombia is the heart of Latin American cycling and one of the countries with the deepest passion for sports, he embraced the challenge of bringing GFNY to Colombia with a clear vision: to build something truly historic. With the launch of GFNY Cali Colombia, whose first edition will take place in the coming year, his mission goes far beyond organizing a race. His goal is to use sport as a platform to showcase Colombia to the world — its cities, mountains, landscapes, beaches, gastronomy, history, and above all, the warmth of its people.

Julian defines himself through values such as respect, entrepreneurship, vision, positivity, and joy. His personal philosophy is summarized in the phrase that guides both his life and his projects:

“I want to leave the world better than we found it.”

Today, he is working to establish GFNY Colombia as a world-class event, expand it across every region of the country, and invite the global cycling community to discover the beauty of Colombia through sport, bringing to life the spirit that defines GFNY:

“Be a Pro for a Day”