When COVID-19 forced gym closures across Latin America, Edgard Corona faced an existential challenge to his fitness empire. Rather than merely weathering the storm, the dono da Smart Fit accelerated digital initiatives that have transformed how the company serves its 5 million members and positioned it for future growth.
Smart Fit’s digital journey began well before the pandemic but gained tremendous momentum when physical locations closed. “The adverse scenario prompted the company to speed up its digital trajectory,” notes the company’s official history. This acceleration included acquiring the digital fitness platform Queima Diária and substantial investment in developing Smart Fit’s digital ecosystem.
The company’s mobile application sits at the center of this digital transformation. Beyond basic functionality like booking classes and tracking workouts, the app has evolved into a comprehensive fitness companion. Users can access personalized training programs, nutritional guidance, and progress tracking tools—features previously available only through personal training relationships.
Corona also launched TotalPass, Smart Fit’s answer to corporate wellness platforms like Wellhub (formerly Gympass). This digital marketplace connects corporate employees to fitness facilities, including both Smart Fit locations and partner gyms. TotalPass has grown to include more than 20,000 external fitness facilities alongside Smart Fit’s own brands, creating a powerful distribution channel for the company’s services.
The integration of Velocity spinning studios into Smart Fit’s digital ecosystem represents another strategic enhancement. Previously, Velocity partnered exclusively with Wellhub, which accounted for approximately 15% of its revenue. Under Smart Fit ownership, Velocity will likely join the TotalPass network, strengthening Corona’s competitive position in the corporate wellness sector.
Smart Fit’s digital transformation extends beyond consumer-facing applications to operational technology. The company employs sophisticated data analytics to optimize location selection, member retention strategies, and marketing effectiveness. This data-driven approach has contributed to Smart Fit’s ability to scale rapidly while maintaining quality across diverse markets.
Behind these visible technology initiatives lies substantial investment. Smart Fit continues devoting significant resources to digital infrastructure, including enhanced electronic medical records systems, member monitoring technology, and improved staff communication tools. These investments improve the member experience while increasing operational efficiency.
Corona has expressed particular interest in artificial intelligence applications within fitness. While still in early stages, AI holds potential for personalizing exercise recommendations, analyzing workout form, and providing simplified feedback to members. Smart Fit’s scale provides abundant data for training such systems, potentially creating competitive advantages difficult for smaller competitors to replicate.
During pandemic lockdowns, Smart Fit quickly pivoted to offer free online workout classes and home training programs. This move kept members engaged while demonstrating the company’s commitment to promoting physical activity regardless of circumstances. Many digital offerings initially developed as temporary solutions have evolved into permanent features of Smart Fit’s service mix.
As Corona looks toward Smart Fit’s future, digital capabilities will likely play an increasingly central role. The boundaries between physical and digital fitness experiences continue blurring, with many members now expecting seamless integration between in-gym workouts and at-home activities. By embracing this hybrid fitness model, Smart Fit positions itself to meet evolving consumer preferences while creating new revenue opportunities beyond traditional gym memberships.
For Corona, technology serves his longstanding mission of democratizing access to quality fitness. Digital tools extend Smart Fit’s reach beyond physical locations, allowing the company to serve people regardless of proximity to gyms—fulfilling Corona’s vision in ways impossible with brick-and-mortar facilities alone.
