Fluido Spanish School was founded by Sam Goetz, a 27-year-old entrepreneur from New Jersey, USA, who originally arrived in Paraguay as a digital nomad. Although he came intending only to work remotely on his software business, his first experience in the country was unexpectedly difficult. Despite trying several Spanish schools, none provided the sense of connection he was seeking. While some schools taught the language effectively, they did not help him build a life or social network in Paraguay.
“I did not feel at home,” Sam recalls. “I did not have anywhere to belong. I wanted somewhere I had to go, somewhere that gave me a life here.”
That experience eventually became the foundation of Fluido (meaning Fluent in English), a Spanish-language school that aims to offer much more than language classes. Today, Fluido combines intensive Spanish instruction with social activities, cultural immersion, and a strong focus on helping expatriates build meaningful connections in Paraguay.
Turning a personal problem into a business
Rather than immediately launching a school, Sam first tested whether other people shared his frustration. In 2025, he created a website and began running Instagram advertisements for a school that did not yet exist. The response was immediate. One prospective student, Vincent, repeatedly asked to start classes.
“I was telling him, ‘We do not have a school yet,’” Sam says with a laugh. “And he kept saying, ‘Can we start next week?’ That was the validation I wanted to see.”
For Sam, the enthusiasm confirmed that the need extended beyond his own experience. Newcomers arriving in Paraguay are not only looking to learn Spanish; many are also searching for community and belonging. At the same time, he began testing another assumption: whether he could find exceptional teachers.
“We only want to do this world-class. I asked myself two questions: Can I attract students, and can I find great teachers? Everybody who works at Fluido, is the best teacher in Paraguay,” he says confidently. “We are unreasonably selective.”
Building the school from scratch
The road to launching the school was far from smooth. After returning briefly to the United States to handle family matters and prepare residency paperwork, Sam spent months creating content, building an online presence, and designing a curriculum. He drew inspiration from a Spanish school in Peru, where he had learned much of his own Spanish. That school became a model for Fluido’s structured approach, though the curriculum was adapted to reflect Paraguay’s culture, history, and daily life.
“We have Paraguayan themes throughout the curriculum. Students learn about Paraguay while they learn Spanish.”
Unlike many language schools, Fluido even makes its curriculum publicly available online. “The original reason it is public is to prove we have a curriculum. That was something I personally struggled to find.”
“Paraguay works at its own pace”
Fluido officially opened in February 2026, but not in a traditional school building. Instead, classes begin in a café while Sam searches for a permanent location. During those first weeks, he was a teacher recruiter, marketer, administrator, handyman, and delivery person all at once.
“Every day, I was carrying this printer around the city. That was the hardest week I have ever worked in my life. We had students waiting for us. The market was pulling it from us.”
And then a new challenge appeared: finding a space that aligns with the school’s mission. Many language schools operate in office-style environments, but Sam wanted something different. Eventually, he secured a house in Villa Morra. The process was stressful, involving rental requirements, cash transfers, and last-minute complications. At one point, he believed the deal might collapse.
“At one point, I sat down and gave up. I thought, Paraguay works at its own pace, and I have to respect that.”
After everything fell into place, the house was furnished, connected to the internet, and transformed into a functioning school. “Our mission is to make expats feel at home in Paraguay. So, this is literally a home.”
A school designed around community
Today, Fluido’s model remains intentionally different from many traditional language institutes. Group classes are small, with a maximum of four students. New learners complete written and verbal assessments before joining a class to ensure they are placed with students at a similar level.
“We will never put more than four students in a group class. Group classes typically take place in the morning and afternoon, while private lessons are available with more flexible scheduling. Classes are intensive, requiring several hours of study each day, often supplemented by homework.”
However, Sam believes the academic side is only part of the experience. “Fluido is not just about learning Spanish. It is about feeling at home in Paraguay.”
More than language instruction
The school currently serves around sixteen students per week, most of whom are expatriates or international residents living in Paraguay. While Fluido charges premium rates compared to many other Spanish schools, Sam argues that students are paying for more than language instruction.
“Students are investing in an experience designed to help them build friendships, connect with local culture, and establish a sense of belonging. That philosophy extends beyond the classroom through salsa lessons, volunteer activities, cultural events, and social gatherings.”
Measuring success beyond language
Although Fluido continues to refine its materials, homework systems, and feedback processes, Sam believes the school’s success cannot be measured solely by language proficiency. For him, the most meaningful moments happen outside the classroom.
“I get so happy when I see students going to lunch together. Or when they go to another dance class together. That is how I know we have accomplished our mission.”
Looking around the school today, he sees exactly what he was searching for when he first arrived in Paraguay. “Now I feel at home,” he says proudly. And through Fluido, Sam hopes every new student can feel the same.
For more information, check Fluido’s official website.
