Smart Fit outlined plans to open 300 new fitness centers during 2025, representing one of the most aggressive expansion initiatives in the company’s history. The announcement came during a December 2024 interview where the fitness industry leader discussed the company’s growth strategy for the coming year.
The fitness chain currently operates more than 1,500 facilities distributed across 15 countries in Latin America, plus planned locations in Morocco. According to CNN Brasil, this expansion target demonstrates Smart Fit’s confidence in continued market demand despite global economic uncertainty.
Balancing Geographic Risk Through Distribution
The dono da Smart Fit explained his geographic diversification philosophy during the CNN Money interview. Edgard Corona stated that strategic location distribution helps the company manage economic fluctuations across different markets. As detailed in company reports, Smart Fit maintains approximately 40% of its operations in Brazil, with the remaining units spread throughout Latin America and, soon, Morocco.
Corona described how different countries experience varying economic cycles, allowing the gym operator to optimize investments and resource allocation. The strategy provides stability even when individual markets face temporary challenges.
Strategic Site Selection Process
Smart Fit employs detailed analysis when selecting new locations. The company maintains what Corona described in interviews as a comprehensive database of neighborhoods across Latin America where Smart Fit aims to establish presence. This systematic approach includes evaluating population demographics, existing competition, commercial real estate availability, and potential customer density.
According to Economic News Brasil, the 300-unit target for 2025 will be distributed across Smart Fit’s existing markets plus new territories like Morocco. Read more about the expansion methodology and how the company uses data analytics to determine optimal expansion locations.
Diversifying Service Offerings
Smart Fit’s expansion strategy extends beyond traditional gym facilities. The company recently completed its acquisition of Velocity, a specialized cycling studio chain, adding 82 locations to its portfolio. Edgard Corona has emphasized how diversifying into specialized fitness formats complements the core Smart Fit business model.
The company now operates multiple fitness concepts including Race Bootcamp for functional training, Vidya for hot yoga, Jab House for boxing, One Pilates, and Tonus Gym for group strength training. This diversification allows the fitness empire to capture different customer segments while maintaining its core mission of accessible fitness.
Corporate Wellness Platform Growth
Smart Fit’s TotalPass platform adds another dimension to the expansion strategy. The corporate wellness benefit program connects over 21,000 gyms to companies seeking employee fitness benefits. Corona identified this B2B channel as crucial for reaching customers whose employers subsidize fitness expenses, as reported here.









