As the CEO of Seresma, a Spanish contract cleaner based in Parla, Madrid, please tell us when and how your journey began — and what you’ve learned along the way.

I arrived in this industry by chance more than 36 years ago and have been working in it ever since. I founded Seresma in 1988  with the two people I trusted most: my brother and a close friend.

In the time since, I’ve gleaned many lessons from both a personal and professional perspective. In particular, I’ve learned to properly value this work. The industry also has shown me that it is necessary to maintain high standards of quality and innovation in order to continue growing and that, to achieve this, continuous training and employee development are crucial.

On a personal level, working in this field has taught me the value of humility and respect for all levels of participation. Each task has a direct impact on people's quality of life; and I am deeply proud to be part of an industry that, through daily effort, improves the lives of so many people and contributes to the economic growth of the country.

Aside from what you’ve learned over the years, what have you seen? If you were talking to the BSCs of tomorrow, what would you tell them has been the most favorable development in the cleaning space in recent years?

The biggest positive change the industry has seen globally has been the increased focus on sustainability and technology. We have seen a major shift towards greener cleaning practices, with the use of biodegradable products, cleaning technologies with lower water and energy consumption, and the adoption of automated systems such as cleaning robots and smart sensors that make the workload easier and lighter. All these advancements have not only improved operational efficiency, but have also reduced our environmental impact, responding to the global demand for more responsible business practices.

In your opinion, what is one area that remains a challenge?

We need to make additional strides in the dignification of work in the cleaning sector. Although we have made progress and, in part, the pandemic has made the sector and its workers more visible, recognized, and valued, we still suffer from a lack of recognition — mainly in economic terms. In other words, the clients know that our work is essential for them to be able to do their own, yet it is difficult for them to assign value (in economic terms) to our work.   

To move out of this mindset, it is essential to bring about a social change that recognizes the importance of BSC work. In the meantime, companies must invest in the professionalization of our workers and our services in order to raise quality standards.

How would you counsel BSC startups?

I would emphasize that they are entering into an essential and growing industry, with a fundamental role in the welfare of society and the economy. Cleaning is not just a routine task — it is a social responsibility that impacts the health, safety, and image of the environments in which we work. So my main advice is to focus from the very beginning on the quality of service and on strengthening the commitment and motivation of workers.

In addition, I would recommend adopting sustainable practices from the onset. Finally, I would tell them to embrace technology and innovation: being open to new ideas and solutions will allow them to stay competitive and continuously improve the quality of their services.

With more than 20 years at the helm of AELMA, 2 years leading AFELIN, and a concurrent role on the WFBSC Board of Directors, how would you convey to them the value in partnerships?

I am a strong advocate of associations, especially in strategic sectors such as ours, whose excessive atomization — together with other endemic problems such as rampant absenteeism, the difficulty of attracting talent, the lack of generational replacement, or unfair competition — hinder our business competitiveness.

Associations are the axis of reference for companies and professionals; they contribute to the development of the sector and guarantee a solid defense of the interests of small and medium-sized companies in key issues such as collective bargaining.

So, as I have always said: If you want to go faster, go alone; but if you want to go further, go together.