# Santiago Zabala

> Santiago Zabala Travers is the Uruguayan co-founder and CEO of Trafilea, the consumer technology and ecommerce group behind Shapermint and Truekind. Trained in accounting at Universidad de la República and formerly a professional basketball player at Trouville, he built a career that moved from digital marketing to operating international consumer brands. He became an Endeavor Entrepreneur in 2020 and joined the ReachingU board in 2024.

- **Role:** Co-founder and CEO at Trafilea
- **Organizations:** Trafilea, Shapermint, EMB Partner, Endeavor, YPO, ReachingU, Trouville
- **From:** Mercedes, Uruguay
- **Nationality:** Uruguayan
- **Education:** Public Accounting / Business Administration - Accountant, Universidad de la República
- **Known for:** Led Trafilea as it shifted from digital marketing into operating direct-to-consumer brands., Endeavor’s April 2020 selection announcement recorded $100M+ in sales in 16 months for Trafilea’s Shapermint business., Appeared on the December 2022 cover of Forbes Uruguay.

## Career timeline

- **2005** — Moved from Mercedes to Montevideo to study; began selling web hosting.
- **2012** — Started an affiliate marketing business with an Argentine partner, the precursor to Trafilea.
- **2014** — Trafilea formally founded; Zabala became co-founder and CEO.
- **2018** — Co-founded Shapermint; the business concentrated on intimate apparel and shapewear.
- **2020** — Selected as an Endeavor Entrepreneur in April.
- **2021** — Joined YPO in May, as recorded on his LinkedIn profile.
- **2022** — Trafilea acquired The BodCon; Zabala served as a panelist at Endeavor’s São Paulo international selection panel in November.
- **2024** — Joined ReachingU’s board of directors.
- **2025** — Listed AI adoption, international and retail expansion, and growth financing as priorities in his Endeavor retreat profile.

## Achievements

- Led Trafilea as it shifted from digital marketing into operating direct-to-consumer brands.
- Endeavor’s April 2020 selection announcement recorded $100M+ in sales in 16 months for Trafilea’s Shapermint business.
- Appeared on the December 2022 cover of Forbes Uruguay.
- Trafilea’s 2023 revenue exceeded $323 million, as reported by El Observador.
- Joined the ReachingU board in 2024.

## Latest updates

- **2026-10** — Website checked October 24: Trafilea describes its AI Growth Engine and advertises its Agentic Commerce OS for other consumer brands as opening soon; this is an observation date, not an announced launch date.
- **2025-05** — Endeavor retreat profile lists AI adoption, international expansion, retail distribution and growth financing priorities.
- **—** — Joined the ReachingU board in 2024; the annual report provides no appointment month.

## Links

- Website: https://www.trafilea.com/
- LinkedIn: https://www.linkedin.com/in/santiagozabala
- Twitter/X: https://twitter.com/santizab

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Profile page: https://yespress.io/santiago-zabala
Published by YesPress — https://yespress.io
Last updated: 2026-10-24