Jose Banuelos-Rivera

Jose Banuelos-Rivera, a proud Wellington native, is a Corporate Trainer at Luma Marketing known for his drive, determination, and ability to lead by example. He joined the company in late January and has quickly established himself as a core part of the team, bringing a competitive spirit and a strong belief in self-determination. With no traditional college background, Jose proves daily that success is earned through mindset, work ethic, and commitment—not credentials.

Before joining Luma, Jose worked as a milkman, a job that instilled in him a strong sense of discipline and consistency. Today, he applies those same principles in a new arena, coaching and developing others while continuing to grow personally and professionally. His favorite part of the job is witnessing the growth of those around him and knowing he played a part in their journey. As someone who leads by example, Jose holds himself to a high standard and encourages others to do the same.

Outside of work, Jose enjoys playing basketball and participating in competitive sports, which reflect his natural inclination toward performance and progress. He lives by the quote, “Whether you believe you can or you can’t, you’re right,” by Henry Ford—a daily reminder of the power of belief and self-control. Jose’s core value is simple but powerful: you have control over your own reality, and what you choose to believe shapes the life you create.