Today we’d like to introduce you to Kendra Gonzalez Duran
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
As an immigrant Latina, moving to Los Angeles almost four years ago for the first time was incredibly important because for the first time, the environment allowed me to fully embrace my identity as a Latina woman. I have lived in multiple regions as an adult including Los Angeles, the Bay Area, London, and Mexico, which for me meant finding myself in completely new spaces without a community. It was last year that I moved across the continent, to London, that I started attending wellness events to attempt to put myself out there to make friends. My easiest way to connect with people was through our love for Bad Bunny, Karol G, and Reggaeton music.
Alongside, I’ve been practicing Pilates for the past 5 years, and the lack of Reggaeton while planking for a minute was KILLING ME.
I moved back to Los Angeles less than a year ago. I knew that upon coming back, I was going to find myself in the same position of having to find a community.
I had been envisioning for a few months what I wanted The LiLA Society to be by taking my previous experience in London and after identifying the lack of spaces created for Latinas in the Wellness Space. I was very nervous because being an entrepreneur in the US seemed daunting, WHERE WAS I SUPPOSED TO START! How was I supposed to meet all the latinas I had in mind to join my community? It wasn’t until one Sunday my church’s pastor said that the reason why we were all gathered that day was because two people took action on a vision they had, which opened my eyes to see that I also had a vision for a space I wanted to create and that I just needed to step into that vision.
Thus, I launched The LiLA Society’s first event in late July. Combining my passion for Reggaeton, being Latina and Pilates, I started hosting Pilates x Reggaeton classes which achieved a 200+ waitlist right after our first event. It was madness! Our second event sold out in 5 minutes!
The LiLA Society was born to empower Latina women in Los Angeles. through Reggaeton, community and movement. Fast forward three months later, a total of 30 events across Los Angeles, Long Beach and San Diego. We are doing a mix of Pilates, Cycle, Wellness Retreats, and Run Club events!
The vision is to create a space where Latinas feel energized, celebrated, and uplifted. Our events provide the perfect opportunity to stay active, meet like-minded women, and embrace the vibrant essence of our shared culture.
Beyond fitness, The LiLA Society is a growing community committed to supporting each other in all aspects of life. I believe in celebrating diversity, embracing our roots, and building meaningful connections that last a lifetime.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Initially, the most challenging part was the mental block of launching a business as a first-gen American and learning along the way how to navigate the entrepreneurship space.
As a first-generation American, launching a business comes with unique challenges and mental blocks rooted in unfamiliarity. This has meant contending with self-doubt, managing financial risk and breaking through the imposter syndrome that often accompanies charting a new course.
For The LiLA Society, it’s been essential to shift my mindset—viewing these challenges as learning opportunities and reminding myself that us, first-generation entrepreneurs, are uniquely positioned to create inclusive spaces and innovate from a fresh perspective.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I started The LiLA Society as a passion project, and it’s been one of the most fulfilling parts of my journey. Seeing the community that’s grown from it—and receiving thank-you notes from the amazing women who attend—reminds me why I started it. But on the professional side, I’m Director of Technology Innovation at a cybersecurity firm, where I work with clients to leverage AI for solving complex cybersecurity challenges. It’s a far cry from fitness, but I thrive on helping clients think strategically about technology to drive real business results.
I double majored in Applied Mathematics and Portuguese Literature and am currently working on a Master’s in Artificial Intelligence. Alongside my technical and trilingual skills, I’ve had the chance to speak at major conferences in Latin America, where I get to connect with a global community on innovation and cybersecurity. Moving forward, I want to keep building on this experience and lean further into business strategy—integrating my technical background with my love for community-building to create real, lasting impact.
Do you have any advice for those just starting out?
Yes! I have two critical pieces of advise:
1. I’ve followed the African Proverb religiously – If you want to go fast, go alone; if you want to go far, go together –
Throughout the past months, I’ve been able to make beautiful partnerships with business women with similar missions, that have now become really good friends, that has allowed me to grow LiLA. These now friendships have been critical in pushing me forward as an entrepreneur as we uplift each other!
2. It’s super important that you are clear with your VISION from the start: because things will be hard and you may wish to dismay but having a clear vision will help you stay focused on where you are heading.
3. Find a friend/sister/confidant that you can chat about your challenges, because you will face them, and it’s so important to be able to face these with other people that can uplift you.
Contact Info:
- Website: https://linktr.ee/thelilasociety
- Instagram: https://www.instagram.com/thelilasociety/
Image Credits
Sarah Plazola, Muy Hermosa Media
