The Heart Behind the Brand
Meet the Founders
Yajaira Evelin Alfaro
As a Mexicana, I grew up without any real knowledge of fitness, nutrition, or wellness. For a long time, I did not understand what it meant to properly fuel my body, build strength, or truly take care of my health. I thought a full meal could be a bean taco, and that was it.
That was the reality many of us grew up in. Like many first-generation families, my parents were focused on surviving, working hard, sacrificing, and doing everything they could to provide. Health was not always something we had the tools, education, time, or resources to fully understand.
As I got older, I began to see the impact of those generational habits through the health struggles in my own family, including diabetes, high blood pressure, and arthritis. That became my why. I realized that wellness was not just about looking a certain way. It was about strength, education, healing, and creating a healthier future for the people I love and the generations that come after us.
My journey started with wanting to become healthier for myself, but it slowly grew into something much bigger. I wanted to break cycles. I wanted to learn how to care for my body while still honoring where I came from. I wanted to prove that choosing health does not mean forgetting our roots.
To me, wellness does not mean leaving behind la comida de mamá, our traditions, our cultura, or our raíces. It means learning how to honor them in a new way. It means building strength while carrying our story with pride. It means creating space for people like us in an industry where many of us have not always seen ourselves represented.
My part in Ser Legado comes from that belief. I wanted to create something that made our community feel seen in the fitness and wellness space. Something that felt familiar, empowering, and deeply rooted in who we are.
Ser Legado is more than fitness clothing. It is a reminder of where we come from, what we carry, and what we are capable of becoming. It is for the ones who grew up seeing sacrifice. For the ones learning to choose themselves. For the ones building a healthier legacy without forgetting their cultura.
When you wear Ser Legado, I want you to feel at home. I want you to feel strong, represented, and connected to something bigger.
Leopoldo Barrera
Growing up in a Mexican household, nutrition and wellness were not always things we were taught to prioritize. Like many families in our cultura, we grew up surrounded by traditional foods, habits, and ways of living that were passed down from generation to generation. Some of those traditions are beautiful and full of love, but some of the habits also came with pain — health struggles like diabetes, high cholesterol, and other illnesses that many of our families have carried for years.
For my parents, and for many who came before us, it was never about not caring. It was about survival. They did the best they could with the resources, knowledge, and guidance they had at the time. They carried the habits they were taught because that was all they knew.
But now, as time has passed, I believe we have the opportunity to change that.
Ser Legado was created from the belief that legacy is not only what we leave behind through land, money, or material things. Legacy can also be health. It can be discipline. It can be confidence. It can be choosing to break the cycles that once held our families back and creating a new way forward for the generations after us.
This brand is for the new generation — the ones who are ready to honor where they come from while choosing something better for where they are going. It is for those who want to move differently, live with intention, and show their families that wellness can be part of our cultura too.
Ser Legado is more than clothing. It is a movement rooted in cultura, built for movement, and created to remind us that we have the power to break cycles, build community, and leave a healthier legacy.
Join the Legado