What if the key to rethinking urban life lies in how we connect through leisure?
The JoinUp Capstone Project is one of the most innovative student ventures from this year’s Master in International Management at Advantere. Developed by Esperança Devis Fiol, Pablo García-Mon, Eduardo Gil Valdez, and Claudia Panadero, JoinUp transforms fragmented leisure into real, shared experiences, and a scalable platform that brings people together.
What is JoinUp?
JoinUp is a curated marketplace and mobile app that helps people discover, join, and share leisure activities based on common interests. It offers group events like tapas tours, yoga in the park, and creative workshops, while helping local venues promote their offerings more effectively.
Key features include:
- Smart matching and feedback loops
- Personalized recommendations and newsletters
- A “Premium Social Club” for exclusive access
- Surprise experiences via “Wonderbox”
A platform designed with empathy
From loneliness to connection
Through surveys, interviews, and event testing, the team validated JoinUp’s potential. Pilot events like Blanket & Banter and Friday Feels showed:
- 87% emotional comfort boost
- 70% increased city connection
This human-centered design is what makes the JoinUp Capstone Project so impactful.
Business model and scalability
JoinUp is designed to grow. With revenue streams that include subscriptions, brand partnerships, venue commissions, and sponsored experiences, the model is both frictionless and scalable.
The go-to-market strategy includes:
- Local launch in Madrid
- Segment-based communication
- Community-led marketing
ESG and impact
JoinUp embraces ethical governance, low environmental impact, and a strong social mission: making it joyful—and safe—to join, even if you’re alone.
It’s more than a tech solution. It’s a new way to live urban leisure.
Capstone Projects that create real-world change
At Advantere, every Capstone Project challenges students to combine strategy, creativity, and purpose. The JoinUp Capstone Project proves that management education can do much more than teach—it can transform.
Curious about how our programs prepare students for impactful careers? Explore our programs in International Management, Finance, and Talent Management (HR) today and start shaping your future with Advantere.