The Grupo Up, established in 2006, began in the luxury hotel industry, offering hospitality services at football matches and concerts for guests of the Fasano, Emiliano, Hyatt, and Renaissance hotels. Responding to demand, it expanded its operations to corporate entertainment and networking events, providing exclusive hospitality experiences at crucial games and major international concerts, as well as interactions with football idols in Brazil's largest arenas and stadiums.

He actively participated in the 2013 and 2014 World Cups and, after these events, expanded partnerships with major clubs such as Sport Club Corinthians Paulista and stadiums like Mineirão and Mané Garrincha. Internationally, we operate in the USA with the CBF School.

In 2010, we entered the world of innovation, managing a Portuguese startup in Brazil, Egoi, whose success sparked the Group's interest in creating Hub/SP in 2019, the first public-private innovation center in Brazil in partnership with the Government of the State of São Paulo. Soon after, we won an important Petrobras tender, allowing us to plan, build, and operate innovation and coworking spaces throughout the country.

In 2020, we acquired a construction company specializing in sustainable solutions, primarily Light Steel Frame, expanding our operations to public works and real estate development. This includes offering unique Airbnb accommodations in Ilhabela and Campos do Jordão, providing memorable experiences for our guests.