In a world attuned to achievement but often deaf to the voice of soul, Ignacio Bonasa has walked a path that embraces both ambition and authenticity. As President of Liderarte, the European Association for Wellbeing, and the European Association of Soulful Organizations, he has shaped movements that put human value, beauty, compassion, and wellbeing at the very heart of business not just as departments, but as non-negotiable pillars.
Ignacio’s story isn’t one of smooth ascent. He has faced moments when decisions missed the mark or ambitions got ahead of reflection. Yet, what truly sets him apart is the courage to admit when he’s wrong, embracing these turning points not as defeats, but as powerful invitations to begin again this time with more strength, deeper soul, and greater clarity. He believes real leadership is about connection: building teams that resonate with your values, not merely obey your instructions.
Guided by the conviction that all change starts within, Ignacio is focused on building a global legacy reminding everyone along the way that you can always transform, grow, and lead differently, as long as you have the courage to face yourself, learn, and begin anew.
Journey of Purpose and Transformation
At a time when global leadership is undergoing a profound review of its foundations, Ignacio stands out as a figure who is redefining not only the what and the how, but most importantly, the why. As President of Liderarte, the European Association for Wellbeing, and the European Association of Soulful Organizations, he is a leading force in this transformative movement. With over 30 purpose-driven projects founded, a career that began in top-level banking management, and a pioneering methodology utilizing art as a vehicle for human development, Bonasa exemplifies a new era one characterized by soulful leadership.
His professional journey began in the world of banking, but not in the conventional sense. For more than a decade, Ignacio held executive and leadership positions at four major institutions: Banco Exterior de España, Argentaria, BBVA, and Caja Rural de Aragón. This period provided him with deep insights into strategy, management, and performance. Yet, alongside professional success, he experienced a personal disconnection achieving goals without a sense of deeper purpose.
This inner dissonance spurred a personal quest that led Ignacio to the realms of art, emotion, and transformative education. He made the courageous decision to leave the security of the financial world and forge a new path in leadership, training, and living. This decision gave rise to Liderarte, a soulful business project blending human development, art, and leadership. From that moment onward, Ignacio’s professional focus shifted: he began working not just for companies, but for people, teams, and societies seeking greater meaning.
Leading with Soul
Ignacio attributes his impact not to traditional qualities like strategy, innovation, or perseverance, but to three deeper traits that define his leadership:
- Deep listening: He practices not just hearing, but truly understanding others on a soulful level knowing intuitively when to act, when to wait, and when to offer support.
- Creative resilience: Having navigated both personal and professional crises, Ignacio has mastered the art of transforming pain into momentum, a philosophy he captures in his signature phrase: turning pain into soul vitamin.
- Coherence with purpose: Every action he takes is guided by a clear mission: to humanize leadership and awaken the dormant talent within people. This unwavering coherence serves as his compass, even in the midst of adversity.
Three ideals form the foundation of his life and leadership:
- Leading with soul: For Ignacio, authentic leadership means connecting what one does with who one is. He believes there can be no true leadership without authenticity, nor real development without emotion.
- Educating to transform, not just inform: Committed to experiential, emotional, and creative learning, he developed the Learning Through Art® methodology to enable genuine transformation.
- Building soulful organizations: In Ignacio’s vision, human value, beauty, compassion, and wellbeing are not just departments within an organization—they are its fundamental pillars.
Ignacio works tirelessly to transform these ideals into new standards for the business and social world.
Transforming Leadership Through Art
Liderarte stands as a benchmark organization in the Spanish-speaking world and is gaining recognition in international markets. The organization specializes in:
- Transformational training: Offering programs focused on leadership, wellbeing, talent, and culture, all delivered through artistic and experiential methodologies.
- Scenic motivation: Including performative conferences, theater-based coaching, and artistic mentoring.
- Purpose-driven consulting: Supporting organizational culture, wellbeing, creativity, branding, and purpose.
Their portfolio features signature programs such as:
- Resetéate, a powerful call for personal and professional reinvention.
- MASVida – Master of Life, which facilitates holistic human development from body to transcendence.
- Soulful Organizations, a certification and cultural transformation journey.
- Other initiatives include ArtESPACIO Experience, BienestART, and Young Talent Camp.
Liderarte also coordinates the global movement Turn the Table (Dale la Vuelta a la Tortilla – DVT), with hundreds of real-life testimonies of meaningful change.
The biggest challenge Ignacio faced was choosing to leave behind his former life, relinquishing a secure salary, recognized status, and a professional identity that no longer resonated with him. Though he was afraid, his greater fear was living disconnected from his soul.
Subsequently, he confronted further challenges: dismantling stereotypes, persuading companies that art is not merely decorative but deeply transformative, and proving that discussing emotions in business is not a weakness but a sign of intelligence.
Today, Ignacio’s greatest challenge remains time with so much to accomplish, so much to transform, and countless people waiting for someone to say: Yes, you can live and lead differently.
Award-Winning Visionary Leader
Ignacio has received numerous recognitions that underscore his impact in humanistic leadership and organizational transformation. Among his proudest honors are:
- Doctor Honoris Causa degrees from several universities across Latin America and Spain.
- The San Raimundo de Peñafort Award for Best Legal Essay (1991).
- A University Research Award (1991).
- Named one of the Top 10 CEOs of the Year 2025 by Business Leaders Review.
- Recognized as the Most Influential Wellness Voice and the Most Innovative Leader in Senior Management.
- Honored with prestigious awards including The BIZZ Awards, Prime Awards, and Fluxx Awards.
- Appointed ambassador to various international networks dedicated to leadership, wellbeing, and education.
- Most notably, he serves as President of two associations that are actively transforming the social and business landscapes across Europe and Latin America.
Ignacio lives by a guiding mantra: “I can’t change the direction of the wind, but I can adjust the sails to reach my destination.” He accompanies this with a compelling call to action for leaders everywhere: “Turn the table. Reset. Lead with soul. Because change begins within you.”
Building a Global Legacy
Ignacio credits many mentors and inspirations throughout his journey, with a few figures standing out prominently:
- Viktor Frankl, admired for his profound ability to find meaning in suffering.
- María Zambrano, revered for her luminous and poetic thinking.
- Mozart, celebrated for his sublime connection to the human soul.
- María de Ávila, respected for her discipline, art, and loving rigor.
- His aunt Tere, who imparted the lesson of what she called “firm tenderness.”
Ignacio also draws deep inspiration from his collaborators, long-time assistants, students, and every courageous individual who transforms their pain into light.
Looking ahead, his next steps are focused on building a global legacy:
- Founding the University of Art and Culture, envisioned as an international training hub for soulful leadership.
- Expanding the Turn the Table movement worldwide, with physical hubs established in various countries.
- Creating the Corporate Art & Culture Center, a creative hub designed for leading companies including those in IBEX 35 and Fortune 500.
- Strengthening and internationalizing Liderarte’s presence across Latin America, Europe, the U.S., and the Middle East.
- Publishing five new books over the next three years.
Ignacio’s aim extends beyond being remembered simply as a leader; he aspires to be recognized as someone who made art a strategy and the soul a key driver in business.
Message to Tomorrow’s Leaders
Ignacio urges future leaders to lead from the soul rather than the ego. He encourages them to dare to feel deeply, to cry, and to embrace doubt. Rather than seeking recognition, he advises aspiring leaders to seek transcendence. He emphasizes the importance of building teams that resonate with shared values instead of mere obedience, and invites them to become artists of their own lives.
He reminds all that if they ever stumble, they can always turn the table and begin again this time with more strength, more soul, and more beauty.