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Brian Pla

Chief Executive Officer & Founder

Brian Pla began his career in the financial industry as co-founder of a foreign currency trading firm. He has invested in a range of ventures, including telecommunications. Brian entered the medical realm with his investment in Ulthera, an FDA-cleared, non-invasive medical procedure to lift and tighten the skin around the face and chest. Applying his affinity for pioneering technology, he introduced PRP into Ulthera’s offerings, expanding options for non-invasive and minimally-invasive procedures. Brian Pla founded Gentera to focus on regenerative medicine, backed by a research team led by industry-renowned experts to bring Gentera’s practices to the forefront of advances in both cell-based therapies and regenerative medicine and Biotechnology.

Co-Founder, Chief Executive Officer

Brian Pla co-founded Gentera in 2017 with a vision of delivering innovative and high-quality regenerative services to the community. Under his leadership, Gentera has grown into a full-service and results-driven medical company with a focus on providing fully personalized and customizable treatment plans for clients.

Under Pla’s guidance, Gentera maintains its commitment to helping patients achieve their health, wellness, beauty, and longevity goals by blending researched-backed techniques with the latest medical technologies and advancements. Equipped with leadership, vision, and a personal passion, Pla strives to achieve the highest levels of care and outcomes at Gentera.

Most recently, Pla has been leading the fight against COVID-19 by testing patients, individuals, and corporations, administering vaccines, and raising awareness around the country. Pla was instrumental in the development of Gentera’s new state-of-the-art office in Coral Gables, which officially opened its doors in fall 2021. Pla also established Eternus Biosciences, with its flagship product, JuveXo, serving as a leading non-invasive and non-surgical treatment to reverse the effects of aging on the skin.

Pla first entered the medical realm with his investment in Ulthera, an FDA-cleared, non-invasive medical device that lifts and tightens the neck, chin, and brow, improving lines and wrinkles on the chest. Applying his affinity for pioneering technology, he introduced PRP & other cell-based therapies into the practice, expanding options for non-invasive and minimally-invasive procedures. He has invested in a range of ventures, including Real Estate, Telecommunications, and Biotechnology.