Democratizing Fitness How Edgard Corona and Smart Fit Revolutionized Latin America

Edgard Corona’s vision for Smart Fit began with a simple observation: high-quality fitness options were inaccessible to many due to cost barriers. While premium gyms catered to a small segment of the population, the majority lacked affordable alternatives. This gap inspired Corona to introduce a model designed to democratize fitness for millions, combining quality and affordability without compromise.

Smart Fit launched its first location in São Paulo in 2009, offering memberships at a price point far below industry norms. By utilizing the High Value Low Price (HVLP) model, Corona established a gym chain that provided modern equipment and clean, functional facilities at accessible rates. This approach quickly resonated with consumers, leading to rapid growth and widespread recognition.

Scaling Smart Fit Across Borders

After finding success in Brazil, Smart Fit expanded into other Latin American markets. By understanding regional demands and tailoring offerings to local audiences, the brand secured its position as a leader in the fitness industry across 15 countries. From Mexico to Colombia, Smart Fit adapted its operational model to meet the varying economic conditions of its target markets.

With over 1,500 locations and approximately 4.6 million customers by mid-2024, Smart Fit achieved remarkable scale. This success was not only a result of its affordable pricing but also its consistency in quality and service. Each gym adhered to strict standards, ensuring members received the same experience regardless of location.

Strategic Partnerships and Financial Growth

Edgard Corona’s business acumen extended beyond operations to strategic financial planning. Backed by investments from groups such as GIC and CPPIB, Smart Fit secured the capital necessary for sustained growth. These partnerships enabled the chain to acquire new locations, expand its portfolio, and introduce specialized fitness studios to diversify offerings.

In 2021, Smart Fit made history as the first fitness company to go public in Brazil, listing on the B3 stock exchange. The move marked a significant milestone for the brand, with funds raised through the initial public offering reinvested into infrastructure and market expansion. By 2024, Smart Fit reported annual revenues exceeding R$5 billion, a testament to its operational efficiency and strategic investments.

Redefining Health and Wellness

Through its accessible pricing model, Smart Fit has redefined how millions approach health and fitness in Latin America. By lowering financial barriers, the company has broadened access to wellness resources, encouraging healthier lifestyles on a large scale. Edgard Corona’s focus on affordability has reshaped consumer expectations, creating a new standard for fitness services.

Smart Fit’s impact extends beyond individual consumers, influencing the fitness industry as a whole. By proving that quality and affordability can coexist, the chain has inspired other operators to rethink their pricing strategies and service offerings. This shift has increased competition, benefiting consumers across the region.

Edgard Corona’s leadership has played a central role in Smart Fit’s success. His ability to identify market needs and implement scalable solutions has allowed the brand to thrive while maintaining its mission of accessibility. Today, Smart Fit is more than a gym—it represents a movement toward inclusivity and health empowerment across Latin America.