Edgard Corona recognized early on that the traditional gym market in Brazil was limited to wealthier clientele due to high membership costs. This exclusivity left a significant portion of the population underserved. With a clear gap in the market, Corona envisioned a model that would make fitness centers more accessible while maintaining a profitable business structure. This idea became the foundation of Smart Fit’s business model, which has since expanded across Latin America.

Simplified Services for Broader Appeal

Smart Fit’s success is rooted in offering streamlined fitness services. Unlike premium gyms that feature additional amenities like saunas, swimming pools, and personal lounges, Smart Fit focuses on core fitness needs—modern workout equipment, spacious training areas, and experienced instructors. By keeping its offerings straightforward, the company reduced operational costs while attracting a larger customer base.

Edgard Corona emphasized delivering consistent, high-quality service across all locations. Standardized equipment, facility layouts, and branding helped create a uniform experience, making customers feel at home whether visiting a gym in São Paulo, Mexico City, or Bogotá.

Affordability Driving Membership Growth

A key element of Smart Fit’s business model is its affordable membership pricing. Monthly fees are significantly lower than traditional gym memberships, making Smart Fit a popular choice for individuals who might not otherwise afford a fitness subscription. This affordability strategy transformed what was once considered a luxury into a lifestyle necessity for millions.

Flexible membership plans allowed the company to appeal to both frequent and occasional gym-goers. This inclusiveness increased enrollment, driving higher revenue through a large member base despite lower per-member costs.

Operational Efficiency Through Technology

Smart Fit integrated technology into its operations from the start, enabling efficient gym management and member engagement. Automated check-ins, online membership management, and data-driven marketing campaigns reduced administrative burdens. This allowed staff to focus on customer service while lowering operating expenses.

The company also introduced mobile applications offering workout plans, fitness tips, and progress tracking, encouraging members to stay engaged both inside and outside the gym. This tech-driven approach enhanced member loyalty while maintaining a lean business structure.

Strategic Expansion Through Franchising

Smart Fit’s ability to scale rapidly across Latin America came from combining corporate-owned and franchised locations. This dual approach allowed the company to expand into new markets while sharing the financial risks and operational responsibilities with franchise partners.

Franchisees benefited from a proven business template, receiving comprehensive support, including marketing tools, facility design plans, and operational guidelines. In return, Smart Fit gained increased market presence without stretching its internal resources too thin.

Long-Term Financial Sustainability

Smart Fit’s financial model is built on predictable, recurring revenue from its large member base. This steady income stream has helped the company weather economic downturns and industry challenges, including the disruptions caused by the COVID-19 pandemic.

Edgard Corona’s focus on balancing cost management with service quality has kept operating expenses manageable, ensuring that revenue growth outpaces spending. As Smart Fit continues to expand, its scalable and cost-effective model remains its defining strength.