While Edgard Corona has built Smart Fit into Latin America’s largest fitness chain, his vision extends beyond the continent’s borders. The Brazilian entrepreneur has announced plans to enter the European market, starting with Portugal, using a distinctive approach that differs from the company’s traditional expansion playbook.
Unlike Smart Fit’s standard Latin American model of full-size gyms, Corona’s European strategy centers on boutique “microgyms” – specialized studios of 250-300 square meters focused on specific workout modalities. This calculated move allows the company to test the European market with lower initial investment while building brand recognition through targeted fitness experiences.
Ana Carolina Corona, Edgard’s daughter, leads this European expansion initiative, overseeing the development of Smart Fit’s boutique brands including Vidya (hot yoga studios with temperature-controlled rooms at 40°C), Race Bootcamp (treadmill circuits with functional training), Jab House (boxing workouts), and Tonus Gym (muscle toning programs).
The city of Lisbon will serve as Smart Fit’s gateway to Europe, establishing the company’s first foothold on the continent. This geographical choice leverages Portugal’s cultural and linguistic connections to Brazil, potentially easing market entry challenges while providing valuable insights for future European expansion.
This microgym approach signals a departure from Smart Fit’s core pricing model. While the company built its Latin American success on affordability (typical memberships range from R$89-149), Portuguese boutique studios will command premium prices between 350-490 reais (approximately US$68-95), targeting a different market segment.
The microgym strategy reflects Corona’s meticulous approach to international growth. Rather than immediately replicating the full Smart Fit model that served the company well in culturally similar Latin American countries, he’s testing the European market with formats that might better align with local fitness preferences and real estate considerations.
Corona’s ambitious expansion isn’t limited to Europe. Smart Fit has also announced plans to enter the Uruguayan market, with its first location planned for Montevideo. The company has appointed Brazilian executive Juliana Mesquita to lead this new market entry, currently recruiting trainers and receptionists for upcoming facilities.
The dono da Smart Fit has revealed significant growth targets for the boutique studio segment. Currently operating 12 studios in Brazil with 27 additional locations contracted to open, Corona sees potential for approximately 600 microgyms across Latin America alone. This suggests the European strategy could represent just the beginning of a much broader global boutique fitness rollout.
Industry analysts note that Smart Fit’s European entry comes as boutique fitness concepts continue gaining popularity worldwide, with specialized offerings often commanding premium pricing compared to traditional gyms. The company’s timing may capitalize on post-pandemic fitness trends that have seen consumers increasingly drawn to smaller, specialized workout environments.
As Smart Fit establishes its first European presence, Corona’s calculated approach demonstrates the same methodical business development that transformed a single São Paulo gym into Latin America’s dominant fitness provider. While Portugal represents a modest first step, it potentially signals the beginning of a new chapter in Smart Fit’s global ambitions under Corona’s leadership.
