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OUR PURPOSE
OUR PURPOSE
Built on Performance. Driven by Education
Built on Performance. Driven by Education
At Wholesome Winning Performance, we believe meaningful progress begins with learning—and grows through practice, discipline, and the ability to apply knowledge with confidence.
From endurance sports and wellness to broader educational experiences, our purpose is to help people develop knowledge, judgment and practical capabilities.
OUR STORY
OUR STORY
Our story began in 2014.
Our story began in 2014.
Founded in 2014, Wholesome Winning Performance began with a belief that knowledge, discipline, and practical experience could help individuals and our focus strong in endurance sports, nutrition, and wellness. Over time, our commitment to education and personal development has evolved beyond athletic performance.
What started in endurance sports, nutrition, and wellness has evolved into a broader commitment to education and personal development.
Today, WWPLIFE brings together coaching, consulting, and structured educational experiences designed to help individuals build practical skills, strengthen their decision-making, and pursue meaningful personal and professional goals.
While our areas of expertise are expanding, our underlying philosophy remains the same: education should do more than provide information. It should develop capability.
2014 · Coaching ➡️ Today · Education
COMMUNITY & GLOBAL ADVOCACY
COMMUNITY & GLOBAL ADVOCACY
Performance should never be limited by opportunity.
Performance should never be limited by opportunity.
At WWPLIFE, we believe that education, mentorship, and community support can change lives.
Since our founding, we've been committed to helping young athletes—particularly those from underserved communities in Latin America—gain access to the guidance, resources, and opportunities they need to pursue their potential.
Through athlete sponsorships, mentorship, and support for organizations that share our values, we strive to make a meaningful difference beyond sports.
Because success means more when we help others succeed.
OUR PHILOSPHY
OUR PHILOSPHY
Knowledge Should Become Capability
Knowledge Should Become Capability
THE STORY BEHIND OUR IDENTITY
THE STORY BEHIND OUR IDENTITY
Our identity is personal, by design.
Our identity is personal, by design.
Our Hand-Drawn Signature
Our Hand-Drawn Signature
Every brand has a logo. Ours carries a piece of our story.
When WWPLIFE was founded in 2014, our identity began with something deeply personal: an original emblem hand-drawn by our founder, Marco Arocha, as a tribute to his Japanese ancestry.
Inspired by the expressive nature of handcrafted art, its imperfect lines reflect something we value: authenticity, individuality, and the beauty of the human touch. Much like personal growth, meaningful achievements are shaped through patience, dedication, and experience.
A Typeface with Meaning
Our choice of Papyrus was equally intentional. Originally created by designer Chris Costello through hand lettering and personal reflection, the typeface carries an organic, almost timeless character that resonates with our appreciation for history, spirituality, and strength.
Its distinctive appearance reminds us that not everything meaningful needs to be perfectly uniform.
A Pattern That Tells Our Story
Our signature clothing pattern brings together three simple symbols that represent where WWPLIFE began:
- The Bicycle: Movement, endurance, discipline, and the pursuit of performance.
- The Leaf: Nature, vitality, sustainability, and continuous growth.
- The Tomato: Nourishment, wholesome living, and our roots in plant-based nutrition.
Together, these elements create a visual signature that celebrates our origins and the lifestyle that helped shape WWPLIFE.
About or Founder:
About or Founder:
The Skinny
The Skinny
Marco Arocha Jr an enthusiastic Masters/Elite-Level Athlete, Internationally certified coach, advisor in nutrition, cycling training, equipment and products.
In 2014 he founded Wholesome Winning Performance (WWP) to educate/advise in the areas of wellness/cycling/triathlon based on experience, scientific studies and data acquisition by using TrainingPeaks, WKO5, INSCYD, and SuperSapiens.
He focuses on educating and helping individuals or firms to transition to healthier and more productive habits showcasing how plant based nutrition, fasting, and eating strategies can be a powerful change agent for improving longevity, health, and performance.
He personally test and promotes products that are best in class.
The Fun:
The Fun:
With more than 30years in the sport of cycling it has been quite a journey with too many podiums and races to count, some accomplishments he's the most proud of;
· TeamUSA for the Masters World Championships in 2017 and 2018 (Placing 4th in 2017).
· Masters UCI World Series Champion in USA and Canada.
· Ten+ times in the podium at the USA Cycling National Championships in MTB & Road
· Won on multiple times the California-State Championships.
· Multi-time member of the Puerto Rico National Team in MTB, U23 XCO & STXC National Champion.
· Venturing into ultra-endurance, the very famous MTB Leadville Trail 100 (Finishing 6th on the Masters and 16th in the PRO division),
· Others such as MTB Tahoe Trail 100 and other Road, Gravel and MTB events.
· Winning the UCI Gravel world series in Fayeteville AK USA in 2024 is one of the most recent memories
Now he's beginning to focus more on doing fun events and primarily helping and educating others.
The Personal
The Personal
Marco came from humble beginnings in Latin America with a family background from different continents, at a young age he was fortunate to come to the USA, grow and study here.
He is fully fluent in Spanish, English, Catalan and basic French.
Formal Education: BS. Mechanical Engineering, Industrial Management, Military Training in the USAF and Nutrition Certificates from Cornell University, Coaching Certificates from USA cycling, TrainingPeaks, INSCYD and Carmichael Training Systems.
Formerly he worked for the Department Of Defense (DOD) and later he was a senior executive leader and MBB in Lean Six Sigma on the Information Technology (IT) Field- Driving C.I. Strategic Programs.
He has 15+ years of experience in the healthcare industry in Devices and Biologics, covering multiple areas such as; Product Transfers, Engineering Product Development, Lean SixSigma Black Belt Coaching.
Business Intelligence Programs integration is one core strengths in which used the Software 3DS-Discoverant as its main platform.
He published articles and has successfully leaded the implementation of Business Intelligence solutions across multiple products in multiple countries.
He began working in the cycling industry since his early teens, like bike mechanic, bike store manager, retails sales, product placement.
He has polished his sports coaching skills by contracting services with Carmichael Training Systems (CTS) and helped many athletes along the way.
Fast forward almost 14years of coaching mentoring and developing professionals and athletes is what make unique his background.
Culminating in pursuing private consulting and founding "WWPLIFE" for Education, Athletic Nutrition, Consulting and Coaching.
After a "Hit and Run" accident that left him suffering from PTSD and decreased his athletic performance, was a realization that was time to focus on leaving a greater legacy and he further pursued his global advocacy work in WWP.
He calls Southern California his home with his wife and doggies
His broad knowledge and personalized attention has helped to collaborate with high performance athletes on different fields (WorldSBK, NFL, UCI) and multiple CEOs, as Personal Coach and Nutritional Consultant.
His range of clients and audience is; across the USA, Europe (England, Spain, France, Italy) and into the Latin Americas (Panama, Colombia, Puerto Rico, Mexico, to name a few).
He is passionate about sustainability, environmental issues, and making a positive impact in those around him
Fun fact, he was a runway model in high-school
OUR PROGRAMS
OUR PROGRAMS
Honoring Our Origins. Embracing Our Evolution.
As WWPLIFE grows beyond sports and wellness into broader education and personal development, our identity remains a reminder of where we started and the values that continue to guide us.
Because while the ways we help people succeed may evolve, our commitment to learning, growth, and meaningful performance remains unchanged.
2014 · Coaching ➡️ Today · Education
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