At STC, we believe the best way to explain what we do is by sharing who we are. And for that, there is no better starting point than Xavi García Muret, our CEO and founding partner. A world champion and two-time European champion in Optimist-class sailing with over 20 years of experience in the retail sector, he is the man who woke up one day wondering why RFID technology was still the domain of only a select few. In this first installment of our monthly interview series, Xavi shares his story, our mission, and where we are headed.
01 · The origins
Before discussing technology and retail, there is a significant part of your story linked to sports. How has that phase influenced your approach to leadership and your understanding of business?
I started sailing at the age of six. Sailing gave me something far more valuable than trophies: it shaped my character. It taught me about struggle, sacrifice, and hard work, as well as the ability to adapt to factors beyond my control, such as the weather or the environment. When you sail alone, you learn that while you cannot always change the circumstances, you can control how you react to them.
I became European champion at the age of 12. That places you in a position of leadership at a very early stage and forces you to develop your own strategy to keep moving forward. It also teaches you a lesson in humility that stays with you for life.
"I became European champion at the age of 12. That forces you to create your own strategy—one that is different and unique compared to everyone else's."
While representing Spain in international competitions, I also discovered that there are factors beyond athletic performance that are part of the game. That experience taught me something I still apply today: to focus on what is within my control and never lose sight of my goals.
02 · The Pillars
What lessons from sports do you still apply today in your daily life as CEO of STC?
Energy, discipline, and continuous improvement continue to define the way I work. I have always believed in trying, learning, and trying again. That mindset has been with me since childhood, and it is the one we apply at STC today.
"What we do at STC isn't a sprint; it's an ultra-trail.."
To grow, you need a clear vision, to advance in stages, and to surround yourself with an aligned team. Although sailing was an individual sport, it taught me the value of collaboration—a principle that remains fundamental to the way we work..
03 · The foundational moment
You’ve been in the world of business and technology for over 20 years. When was the moment you thought, "This RFID thing is going to change everything"??
After years of holding senior roles at a leading multinational in the sector, Rafa and I decided to launch our own venture. We identified a clear opportunity: bringing RFID technology to SMEs and mid-sized retailers—businesses that had previously been excluded due to the complexity and cost of implementation.
"When I'm told something is impossible, it gives me even more energy to prove it."
That is why we created an ecosystem of specialized partners, coordinated by STC as the single point of contact for the client, simplifying the entire RFID implementation process.
04 · What we do
For someone unfamiliar with STC, how would you explain in a single sentence what we do and why it matters?
We listen to the needs of each retailer and design RFID solutions tailored to their specific situation. We do not impose technology; we solve problems.
"We listen and help."
Our goal is to improve business visibility, optimize inventory management, and help make better decisions based on real data..
05 · Challenges facing the sector
The retail sector is undergoing a massive transformation. What are the three major challenges facing the industry today?
The three major challenges facing retail are omnichannel integration, data management, and automation. Customers demand a seamless experience across channels, companies need to make decisions based on reliable information, and store teams must devote more time to the customer and less to operational tasks.
"Most retailers still do not know exactly what they have and where it is located in real time."
RFID technology plays a key role in addressing these three challenges.
06 · Demystifying RFID
Many companies still view RFID as something complex or distant. What would you say to them to demystify it?
RFID is no longer a technology of the future, but an accessible tool for retailers of all sizes. Costs have fallen, roll-outs are quicker and the return on investment is becoming increasingly clear.
"The question is no longer whether I’m going to implement RFID, but when."
NOur role is to support retailers throughout the entire process, simplifying a roll-out that is now much easier than many people imagine.
07 · OUR CLIENTS
STC works with some of the industry’s leading brands. What do the companies that have already made the switch to RFID 360° have in common?
Companies that have already embraced RFID 360° have one thing in common: they make decisions based on accurate, real-time data.
"Managing without reliable data is like making decisions in the dark."
Once a retailer understands the impact that visibility can have on their business, the question is no longer ‘why’ implement RFID, but ‘when’ to start.
08 · SPAIN AND PORTUGAL ON THE RFID MAP
How is the adoption of RFID evolving in the Spanish and Portuguese markets compared with other European markets?
Spain is one of the most advanced markets in Europe in terms of RFID technology adoption, driven largely by Inditex’s pioneering role.
"Spain is the European leader in RFID technology adoption."
Portugal is progressing at a more gradual pace, whilst the success of any RFID project continues to depend on proper implementation and integration.
09 · OUR VISION
What is STC’s vision for the next three years? Where is this path taking you?
We want to continue growing without compromising on what defines us: the quality of our work and our close relationship with our clients.
"We don’t want to take on more projects than we can deliver well.”
Our aim is to make RFID more accessible and to continue building a team made up of people who enjoy helping others.
10 · THE MESSAGE
If you could send a message to Spanish retailers who haven’t yet embraced RFID technology, what would you say?
Let’s talk. It’s as simple as that.
Every retailer faces different challenges, and it all starts with understanding them..
"We don’t sell: we listen.”
If you haven’t taken the plunge yet, it’s probably not because you have doubts about RFID technology, but because you have other investment priorities right now. I understand that. But the sooner you start, the sooner you’ll be able to make decisions based on real data and gain complete visibility into your business.
