Xavier Escales

Professor in the Retail Management Program and in the Program on the Management and Marketing of Luxury Products and Services at IE Business School

Founder of AlwaysPeopleFirst

Xavi Escales

Xavi Escales is speaker of retail at IE. He is the Founding Partner of AlwaysPeopleFirst, a consultancy firm specialized in Employee Experience. Xavi is the former Country Manager of Asics for Spain and Portugal where he worked during 12 years. He is also an Startup mentor and Key Note Speaker. Xavi had also management roles at Panasonic, LifeFitness and Accor Hotels. After more than 15 years in management positions of teams in large multinationals and after training in as a expert in business, he has come to the conclusion that, for the proper functioning of the company, the most important thing is people. “We need to get to the heart of our employees” he says.

Professor of


El Programa de Direccion en Retail aborda las claves de gestión del sector, partiendo del impacto de la innovación, la tecnología y la moda como vectores de su transformación.

Executive Education | Program | Spanish | Face-To-Face | May | Part Time


El Programa de Dirección y Gestión Estratégica del Universo del Lujo traslada al alumno los grandes cambios que se están produciendo en el sector, tanto en el mercado como en el producto en sí. Incide en la transformación del lujo hacia el retail, en la adaptación al mundo digital, así como en los nuevos países emergentes o el desarrollo imparable del turismo.

Executive Education | Program | Spanish | Face-To-Face | February | Part Time

Books written

Employee experience

Las Personas Primero

The book explains the real case of Asics in Spain from 2006 to 2016. How the company multiplied by 10 their sales and profits focusing on their employees during the toughest economic crisis in years.

Las Personas Primero