Edgard Corona recognized early on that fitness facilities in Brazil catered primarily to a limited, high-income demographic. With a background that combined business acumen and a passion for problem-solving, Corona aimed to revolutionize the industry by creating a gym chain accessible to a broader population. This vision materialized in 2009 with the launch of Smart Fit.

Smart Fit’s business model focused on affordability and quality. By offering memberships at significantly lower prices than traditional gyms, it became possible for individuals from various economic backgrounds to enjoy state-of-the-art fitness facilities. This High Value Low Price (HVLP) model allowed Smart Fit to capture a market segment previously underserved, setting the stage for rapid growth.

Expanding to Meet Regional Demand

Smart Fit quickly grew beyond Brazil, expanding into markets across Latin America. By mid-2024, the company had established over 1,500 locations in 15 countries, including Mexico, Colombia, and Chile. The brand’s ability to adapt its offerings to different regional needs contributed to its success.

Each Smart Fit gym maintained consistent standards for quality and service, ensuring members had access to modern equipment and clean facilities. This uniformity, combined with the affordability of memberships, made Smart Fit appealing to a diverse customer base. The approach allowed the company to grow its membership to approximately 4.6 million active clients.

Strategic Investments and Financial Growth

Smart Fit’s success was supported by strategic partnerships and a strong financial foundation. Investments from groups such as GIC and CPPIB provided the capital necessary to fund its rapid expansion. These resources allowed the company to acquire new gym locations, develop specialized fitness offerings, and integrate technology into its operations.

The 2021 initial public offering (IPO) on Brazil’s B3 stock exchange marked a major milestone for Smart Fit. The move not only highlighted the company’s financial stability but also demonstrated its potential for continued growth. By reinvesting IPO proceeds, Smart Fit expanded its footprint and reinforced its position as a leader in the fitness industry.

Transforming Fitness Accessibility

Edgard Corona’s leadership has been a critical factor in Smart Fit’s ability to transform the fitness industry. His focus on making fitness accessible and affordable has encouraged millions of people to embrace healthier lifestyles. By breaking down financial barriers, Smart Fit has helped redefine fitness as a priority for individuals across Latin America.

With annual revenues surpassing R$5 billion by 2024, Smart Fit’s success reflects the effectiveness of its HVLP model. The company’s ability to balance affordability with quality has set a new standard for fitness chains, inspiring change across the industry. Under Corona’s guidance, Smart Fit continues to grow, improving access to fitness for communities throughout the region.