Xavier Gutierrez, Latinos in Sports
Via Latinos in Sports
From Guadalajara, Mexico, to becoming the first Latino to run a franchise in the National Hockey League, the trajectory of Xavier Gutierrez has been marked by major achievements and lessons he describes as "blessings."
Born to a middle-class family in Mexico's Bajío region, Gutierrez learned the value of hard work from his parents, who sought a better future for their four children and moved the family to San Jose, California, when he was just 5 years old.
Although neither of his parents received a college education, they instilled in their children the importance of earning a degree. In Gutierrez's case, that dedication and discipline took him to places he once never imagined.
"I feel truly blessed to have lived the American dream," Gutierrez said in an exclusive interview with The Latin Times. "Blessed to have had the opportunity to attend incredible schools and to have an incredible career that took me places I often say I never knew about, but that were exactly where I needed to be."
Related-
EXCLUSIVE: Glass CEO Paola Santana's Bet on the $16 Trillion Problem Governments Can't See
Throughout the interview, Gutierrez discussed his journey from private equity to co-founding two ventures in the sports world, along with everything in between.
After a successful career in private equity that included work in real estate and a stint on Wall Street, Gutierrez's path eventually led him into the sports industry.
During the COVID-19 pandemic, Gutierrez was given the opportunity to serve as president and CEO of the NHL's Arizona Coyotes, becoming the first person of Latino heritage to run a team in the league's century-old history.
"The thesis was that it was a turnaround," Gutierrez said. "It was one of the most distressed properties in all of sports, and the key was changing how people saw the organization and the brand, and how we could become part of the community, especially in a community that was so Latino."
Gutierrez described taking over the team during a global pandemic as both rewarding and challenging. But despite his efforts, the Coyotes franchise was eventually disbanded, sold and relocated to Utah, ending his four-year run leading a professional sports team.
Those experiences, he said, pushed him toward the two ventures he now leads.
"I was the only Latino CEO among more than 150 teams across America's top five leagues, so I felt the importance of the Latino community to the global sports industry really needed to be amplified," Gutierrez said. "That's why I decided to co-found Latinos in Sports, which is a passion project of mine."
What began as a passion project has since become a game changer for hundreds of Latinos across the United States. According to Gutierrez, Latinos in Sports aims to connect Latinos with decision-makers across the industry, addressing the lack of representation he himself experienced as a pioneer.
Xavier Gutierrez at an event for Latinos in Sports.
Via Latinos in Sports
"What we try to be is a central hub to highlight the impact and importance of Latinos in sports and to connect teams, leagues, owners, brands and media partners," Gutierrez said. "We do that through data, reports and content, while also continuing to impact the lives of Latinos who are in the industry or want to be in it by connecting them with decision-makers."
His other venture, ImpactX Sports, was born after the Coyotes were sold. Gutierrez said his experience running a professional team led him to want to invest directly in the sports industry.
"The idea is that we see a lot of institutional capital that wants to be in sports, and we act as an operating partner," Gutierrez said. "We identify opportunities to create joint ventures, partnerships and investments in teams, leagues, colleges and conferences. Every day I sat in the CEO chair, thinking about every aspect of the team — the facility, the media, the future — and wishing we could invest more. That's what we aim to be: a partner that brings both capital and operating expertise."
Although sports were not originally his area of expertise, Gutierrez said he learned to appreciate their broader impact on communities.
"As I often say, sports are very important," he said. "They drive economic activity and commerce. Think about the Super Bowl — this year it's expected to generate around $400 million in economic activity in the Bay Area. They're also important to culture, from how people identify with teams and players to fashion and sneaker culture. And finally, they're important to community. During the pandemic, sports were one of the few things that brought people together and gave them hope and joy."
"I think Latinos see all of that and want to be part of it," he added.
As Gutierrez noted, Latinos are also central to the future growth of the sports industry.
"The U.S. sports industry is around $160 billion today and is projected to grow to more than $300 billion over the next 10 years," he said. "One out of every three dollars of that growth is coming from the Latino community. Latinos are not just part of this economy, they are driving its growth."
Reflecting on the current political and social climate in the United States, including the Trump administration's immigration crackdown, Gutierrez said the country needs to embrace the Latino community.
"Beyond the economic aspect, it's important that Latinos don't feel excluded, but welcomed," Gutierrez said. "Anyone who understands the history of the United States knows it was built by immigrants. We can't lose sight of that."
Before pursuing a career on Wall Street and eventually on private equity, Gutierrez said he was driven by a desire to help others and even considered running for public office. Although his path changed, he said that goal remains central to his life.
"I feel truly blessed and I feel an obligation to open doors for others," Gutierrez said. "I've had many door-openers in my life, and I feel the responsibility to be a door-opener for others. That's true to my heritage as a Mexican American and as a Latino. I want to invite my community into spaces they may never have been in and hopefully help young Latinos and Latinas find their passion and their success."
Related-
EXCLUSIVE: Latino Donor Collaborative CEO Ana Valdez Makes the $4 Trillion Case for Latino Economic Power
© 2025 Latin Times. All rights reserved. Do not reproduce without permission.