José Alejandro Rivera González, better known as Álex Rivera, was born on March 19, 1975, in Puebla, Mexico. From a young age, he discovered a passion for music and dance that would shape his life. Influenced during his adolescence by key people who introduced him to the world of salsa and dance floors, he developed a deep love for rhythm and artistic expression.

Upon emigrating to the United States, he faced years of hard work and perseverance, working everything from selling oranges to building new opportunities in life. Over time, he found in salsa not only a passion but also a path to personal growth and transformation. He trained with renowned instructors and made dance an essential part of his identity.

After a hiatus of more than a decade, he returned to salsa after a difficult period in his personal life, finding in it therapy, a form of healing, and a new beginning. In addition to his artistic career, he also ventured into the business world as a shareholder in Yellow Cab and an independent entrepreneur.

Today, Alex Rivera represents a story of effort, migration, resilience and passion; a life where the rhythm always found a way to return.