Edgard Corona’s journey into the fitness industry began in São Paulo with the founding of Bio Ritmo in 1996. Originally created as a single fitness center, it served a niche market of high-end clients. However, Corona quickly realized that the market needed more inclusive options, prompting him to rethink how fitness services could reach a broader audience.
In 2009, he launched Smart Fit, a fitness chain designed to bring high-quality gym experiences to the masses at an affordable cost. The first Smart Fit gym set the foundation for what would become a transformative approach to fitness in Latin America, offering accessibility without sacrificing quality or convenience.
The High Value Low Price Advantage
Smart Fit’s High Value Low Price (HVLP) model was a game-changer. This business approach allowed the company to deliver modern, well-equipped facilities while keeping costs manageable for members. The strategy eliminated unnecessary frills, focusing instead on streamlined services and operational efficiency.
This pricing model appealed to a wide range of consumers, from first-time gym-goers to experienced fitness enthusiasts. By balancing affordability with quality, Smart Fit positioned itself as a desirable option in an increasingly health-conscious market. The model’s success fueled the rapid expansion of the brand across Brazil and into international markets.
Regional Expansion and Market Impact
Under Edgard Corona’s leadership, Smart Fit grew into the largest fitness chain in Latin America. By 2024, the company operated over 1,500 gyms across 15 countries, including Mexico, Colombia, and Chile. Each location maintained the brand’s commitment to affordability and quality, providing a consistent experience for members regardless of location.
Smart Fit’s growth also had a broader economic impact. The expansion created thousands of jobs, from on-site staff to roles in operations and logistics. Additionally, the chain helped make fitness accessible to populations that previously lacked affordable options, promoting healthier lifestyles across the region.
Strategic Partnerships and Financial Success
Smart Fit’s rapid growth was bolstered by strategic investments from global partners such as GIC and CPPIB. These partnerships provided the financial resources necessary for expansion, enabling the company to acquire new locations and explore innovative fitness solutions. The company’s 2021 listing on Brazil’s B3 stock exchange marked another milestone, highlighting its stability and future potential.
By 2024, Smart Fit reported revenues exceeding R$5 billion, showcasing the effectiveness of its business model. The brand’s ability to scale while maintaining affordability and service quality has made it a leader in the fitness industry, both in Latin America and globally.
Edgard Corona’s vision and leadership have been pivotal in shaping Smart Fit’s success. His approach to creating accessible fitness solutions has transformed the industry, setting a standard for how businesses can achieve growth while addressing the needs of diverse communities. Smart Fit’s influence continues to inspire change, making fitness an attainable goal for millions.