Smart Fit’s Global Expansion Playbook: How Edgard Corona Conquered Latin American Fitness Markets

The remarkable international growth of Smart Fit represents one of Latin America’s most impressive business expansion stories. Edgard Corona, founder and “dono da Smart Fit,” has established a systematic approach to entering new markets that combines rigorous analysis with cultural adaptability. His expansion strategy offers valuable insights for businesses seeking to replicate his cross-border success.

The Site Selection Science

At the heart of Smart Fit’s expansion lies a methodical approach to location selection. Corona reveals that his expansion committee evaluates 70-80 potential properties each week across different geographies, ultimately rejecting about 95% of them based on stringent criteria.

“Each property needs the right size, the right region with the right population,” Corona explains. “We know that this region will generate 2,500 to 3,000 customers for that location. The income level of this population allows for a certain pricing tier.”

This data-driven approach ensures that each new Smart Fit location has strong potential for success before investment begins. The company analyzes population density, income levels, competitive landscape, and projected customer acquisition costs for every prospective site.

Standardization with Local Adaptation

Once a location is approved, Smart Fit employs a comprehensive standardization process that maintains consistent brand experience while accommodating local market conditions. Architecture teams design each facility according to established guidelines, with predetermined equipment layouts and operational systems.

“We have proprietary software for making everything run,” Corona notes. “When you combine all these processes and open the gym, we can launch 95 gyms and they’ll all function identically.”

This standardization extends to equipment selection, with Smart Fit primarily using Matrix, Life Fitness, and Movement machines chosen for durability and reduced maintenance issues. The careful placement of each machine creates optimal customer flow through the facility, minimizing wait times and enhancing user experience.

Cultural Intelligence in Different Markets

While operational elements remain consistent, Smart Fit adapts its approach to reflect cultural differences across markets. Corona recognizes that urban development patterns vary significantly between countries with Portuguese and Spanish colonial histories, affecting facility design and customer expectations.

“Latin American urban development created distinctive patterns,” Corona observes. “In Colombia, for example, during periods of significant security concerns, people sought leisure activities in shopping centers with parking and security. So our spectacular fitness centers in malls became essential to our strategy.”

These cultural insights inform Smart Fit’s real estate decisions across different countries, with mall locations proving particularly successful in markets where security concerns influence consumer behavior.

Building Local Leadership

Perhaps most crucial to Smart Fit’s international success has been Corona’s commitment to developing local leadership. Rather than imposing Brazilian management across markets, Smart Fit trains local professionals who understand regional nuances.

“Our operations director for Colombia, Costa Rica, and Panama started as a classroom instructor from a community in Rio de Janeiro,” Corona shares. “He became a unit manager, then regional manager, and now runs operations for three countries.”

This leadership development approach ensures that each market benefits from both standardized processes and local market knowledge, creating an effective balance between global consistency and regional relevance. Through this carefully refined expansion strategy, Edgard Corona has transformed Smart Fit from a Brazilian fitness chain into Latin America’s dominant gym operator with ambitious plans for continued global growth.