Edgard Corona is a mechanical and industrial engineering doctor with a master’s degree in Management and Administration from Wharton School of Business at the University of Pennsylvania and is an alum of IESE Business School.

According to the entrepreneur, the “Smartfit brand is something that comes from the heart,” says Edgard. “We believe in the potential of Brazil’s fitness market and we’re therefore investing in the development of the shows that offer interesting opportunities out there. Edgard Corona says he is most excited about Brazil’s “mind-set” and “consumer behaviors”. He also mentions that because he is a veteran in the fitness business, he knows where to look for the great ideas.

Edgard Corona is convinced that the future of the fitness industry in Brazil is sustainable, as long as the industry as a whole keeps making small steps. He believes the sector’s small steps will turn into exponential steps and, in some cases, radical leaps. One of the current trends that fascinate him is the penetration of the wellness segment in the market.

“The wellness sector is a huge opportunity. If we analyze the elements that attract a client to the gym, we will see that the most important element is the motivation,” explains Edgard Corona. While consumers are today extremely motivated, they don’t just want to use it for entertainment. Today’s consumer also wants to maintain a healthy lifestyle and wants to maintain their mind and body as if they were at the top of their of Brazilian fitness has given a boost to the brand.

In 2007, R$600 million was spent on club assets in the country, compared to R$1 billion in 2014. The number of clubs increased from 59 at the end of 2007 to 631 in 2018. In 2007, there were only 4 companies offering fitness services now there are 36. Meanwhile, the number of employees tripled from 3,200 in 2007 to 11,500 in 2018.