Choyo was born in La Majagua, a poor village in Michoacán, Mexico. He crossed the border into the U.S. at 18 and found a mentor in self-development, Earl Nightingale. Choyo enrolled at Pepperdine University, graduating in 1986 with a Bachelor's Degree in Business Administration and later obtaining an MBA in Marketing from National University.

Despite being undocumented and earning low wages, Choyo believed that a good education was essential and that determination and the willingness to pay the price could lead to success. He retired at 50, wrote books, and now shares his formula for success with others.

Choyo's keynotes show others how to achieve their goals. He believes that anyone can succeed with a strong desire, determination, and doing things in a certain way. He is eager to share his wisdom and help others attain success in their own endeavors.