Founders Raul Rodriguez and Jorge Campos Trusted their Instincts as they Persevered in Building a Pioneering Wellness Franchise

When Raul Rodriguez and Jorge Campos opened their first Movita Juice Bar in 2015, their health-focused business concept was considered niche. “Many consumers were just beginning to learn about the benefits of fresh juice, what superfoods were or why ingredients mattered so much beyond taste,” Campos says.

Fast forward to today, and the shift has been remarkable. Consumers are significantly more educated, more label-conscious and far more intentional about what they put into their bodies. People now actively seek beverages and meals that offer specific benefits — energy, immunity, gut health, mental clarity, hydration and recovery — not just calories.

Movita Juice Bar offers fresh, made-to-order smoothies, juices, teas, bowls and healthy toasts. Nothing is processed, frozen or pasteurized. Franchising since 2023, the brand has rapidly expanded to 28 open locations with more than 11 in development throughout the brand’s home state of California, as well as in Texas and Florida. Movita Juice Bar’s popularity mirrors the explosive growth of the global wellness economy estimated at $6.8 trillion in 2025 and projected to reach $9.8 trillion by 2029, according to the Global Wellness Institute.

Doing Well and Doing Good

The founders’ vision for Movita went beyond creating a winning business concept. Both had achieved professional success — Rodriguez as an entrepreneur with experience as a restaurant consultant, and Campos in real estate and finance. Rodriguez recalls his friend Campos suggesting a new venture, a business that not only did well, but also did good for others. The name derived from “more” and “vita,” which is Latin for “life.”