GET TO KNOW LUIS
Luis Garcia
Founder & Principal, Jet Merchants
THE MISSION: "Actual Intelligence"
In an industry increasingly reliant on algorithms and automated booking, Luis offers something an app cannot: Actual Intelligence and a Truly Personalized private aviation experience.
He founded Jet Merchants on the belief that private aviation is not a commodity; it is a complex, high-stakes investment that requires a dedicated advocate who looks out for your interest and well-being. Having personally served 1,000+ families across various aviation programs and facilitated more than $750 Million in career sales, Luis knows that "one size fits all" is a myth.
He serves as a constant for his clients in a shifting landscape, cutting through the marketing noise to provide the transparency, flexibility, and savings that busy professionals deserve.
THE JOURNEY: From the Ground Up
Luis didn’t start his career in an ivory tower; he started on the tarmac. His "Masters in Private Aviation" began in International Flight Operations at Colt International (now World Fuel Services). There, he mastered the complex logistics of global travel—securing permits, managing fuel, and navigating geopolitical restrictions—giving him the operational literacy to foresee problems before they ever affect a client.
That operational grit fueled his transition to Starbase Jet, where he spent nearly a decade helping build the company from a startup into a major national player. As Senior Vice President, Luis was an architect of growth, helping pioneer one of the industry's first true "floating fleet" models. By strategically deploying Citation Xs, Lear 60s, and Legacy 600s, he established Starbase as a critical wholesale provider to industry titans like NetJets, Flexjet, and Sentient. When combined with the retail charter and Jet Card programs he developed, Luis drove over $400 Million in total sales. From importing the first private jets from China (via a partnership with Deer Jet) to managing world tours for rock legends like Mötley Crüe, Luis learned exactly what it takes to execute a flawless mission.
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In 2015, Luis was recruited to WHEELS UP (NYSE: UP) to launch and expand their presence in the Gulf Coast region. Over a nine-year tenure, he quickly ascended from a top-producing executive to SVP Sales Manager. Beyond the numbers, Luis became a central resource for the company, providing competitive insights to the sales force and serving as a key liaison for the Wealth Management vertical, where he kept partners abreast of complex market trends. His portfolio also included managing travel solutions for major university athletic departments.
Luis has presented in person and virtual “Private Aviation 101” sessions to the following wealth groups:
Bernstein
Bessemer Trust
Edward Jones
Goldman Sachs
JP Morgan Chase
Merrill Lynch/BofA
Morgan Stanley
Northern Trust
Northwestern Mutual
RBC
Rockefeller Family Office
Stifel
Tiger 21
Truist
UBS
Most recently, Luis served as EVP of Sales for Volato, where he led fractional sales for the HondaJet and Gulfstream G280 fleets prior to the company’s absorption by FlyExclusive (NYSE: FLYX)
Having remained a top producer through major acquisitions by Delta Air Lines and FlyExclusive, Luis gained a rare, insider view of how large fleet operators function—and most importantly, where they often fall short for the individual flyer.
