Bienestar is a startup social entrepreneurship that is slated to launch in Guadalajara, Mexico, by mid-2013. The nonprofit will offer an affordable, culturally sensitive, holistic and fun program for achieving weight management and well-being. Bienestar’s approach will be grounded in an understanding that lifestyle choices are at the heart of the explosion in obesity and chronic illness. It will focus on understanding habit, incentives for change and overcoming barriers. Bienestar will serve low- and moderate-income people.