Edgard Corona’s entry into the fitness industry was sparked by a desire to address an unmet need in the Brazilian market. While his first venture, Bio Ritmo, catered to premium clients, he noticed a significant gap for affordable, high-quality fitness options. This realization led to the founding of Smart Fit in 2009, a brand designed to make fitness accessible to a broader audience.

The idea behind Smart Fit was simple yet impactful: focus on essential gym features while keeping costs low. This approach allowed the company to offer memberships at prices significantly lower than those of traditional gyms, making fitness an attainable goal for millions. By streamlining services and reducing unnecessary expenses, Smart Fit set a new standard in the fitness industry.

Rapid Growth Across Latin America

Under Edgard Corona’s leadership, Smart Fit grew at an unprecedented pace. From its first location in São Paulo, the company expanded throughout Brazil and into international markets, including Mexico, Colombia, and Chile. By mid-2024, Smart Fit operated over 1,500 gyms across 15 countries, serving approximately 4.6 million members.

The company’s consistent approach to quality and affordability was a key factor in its success. Each Smart Fit location offered modern equipment and a clean, welcoming environment, ensuring that members received a similar experience regardless of where they joined. This reliability helped build a loyal customer base and solidified the brand’s reputation across the region.

Strategic Investments and Financial Success

Smart Fit’s growth was fueled by strategic financial decisions and partnerships. Backing from global investors such as GIC and CPPIB provided the resources necessary to fund expansion and enhance service offerings. These investments allowed the company to acquire new locations, introduce specialized fitness studios, and integrate technology into its operations.

The 2021 initial public offering (IPO) on Brazil’s B3 stock exchange was another milestone in Smart Fit’s journey. This move not only highlighted the brand’s financial stability but also reinforced its potential for further growth. By reinvesting IPO proceeds into infrastructure and market expansion, Smart Fit continued to strengthen its position as a leader in the fitness industry.

Making Fitness Accessible for All

Edgard Corona’s vision for Smart Fit went beyond creating a successful business. His focus on affordability and accessibility has had a significant impact on the fitness industry, encouraging millions of people to prioritize health and wellness. By removing financial barriers, Smart Fit has transformed how individuals view and engage with fitness, making it a part of everyday life for a diverse audience.

With annual revenues exceeding R$5 billion by 2024, Smart Fit has demonstrated the viability of its High Value Low Price model. Edgard Corona’s leadership has been central to this success, combining a clear vision with strategic execution to create a brand that has reshaped the fitness landscape across Latin America.