Founder
Agustín Helguero Leone
“What people are really looking for when they travel isn't a place to stay. It's a reason to feel alive.”
My career started as a travel advisor at my family's travel agency in Argentina. I moved to Tulum in 2017 and joined Habitas, spending three years running guest experience and public relations — the early days of a brand that would go on to define a category of boutique, community-driven hospitality.
In 2020 I moved into Public Relations for IT Restaurant Group, managing events and helping open their Tulum and Mykonos locations over the next two years.
That same year I also co-founded Tulum Land & Property. Over the next four years I grew it into a brokerage with more than $10 million in closed sales, working with clients across the US, Canada, and Europe.
Five years later, I co-founded L'topia, a luxury real estate development brand for the Riviera Maya, and worked with the architectural team to shape the identity and experience of each home. Intelligent design, sustainable systems, the warmth of hospitality — spaces built for gathering, reflection, and ease, with open interiors that bring in the light and stillness of the jungle.
I've spent more than a decade inside the electronic music scene, performing and curating as Wild Affairs. The bookings tell their own story: Azulik, Habitas, Gitano, and Vagalumé in Tulum; beach clubs, high-end hotels, and venues across Ibiza, Mykonos, and Amsterdam; special events at Mr. Purple and FlyFish Club in New York. Beyond curating and DJing, I've worked in artist relations, coordinating local production and logistics for DJs like Blondish, and designing the music and event programming calendars for hospitality venues — the same discipline now built into Affinity's Sonic Identity and Programming practices.
Being based in Tulum for over a decade also made me a point of contact for the town's high-end visitors — concierge services and personal assistance for VIPs and clients who needed someone who actually knew the place. That role built a real network across hospitality, the music scene, real estate, crypto, and finance — relationships built over years of being genuinely embedded. It's a network Affinity draws on directly.
I also built my own marketing skill set from the ground up — web apps, email marketing, advertising, content creation. More recently that's meant applying AI and blockchain tools directly to hospitality and real estate.
Affinity is where all of it comes together. Connecting people to a place, to each other, to something worth remembering — that's the thread through everything I've done, and it's what Affinity is built on.
Let's talk.
We take on a small number of projects at a time.