The Fitness Revolution in Latin America: How Edgard Corona, Dono da Smart Fit, Changed the Game

The landscape of fitness in Latin America has seen dramatic shifts over the past decade, with changing consumer preferences and evolving health perspectives driving industry growth. At the center of this transformation stands Edgard Corona, the innovative founder and “dono da Smart Fit,” whose business decisions have both influenced and responded to these cultural changes.

From Cardio Dominance to Strength Training

When reflecting on the evolution of fitness preferences, Corona identifies a fundamental shift in how people approach exercise. “Fourteen or fifteen years ago, doctors would tell people not to exercise too much because it might be dangerous,” Corona explains. “They’d warn you could have a heart attack if you ran, and you needed a medical exam before working out.”

This cautious approach to physical activity has given way to a more balanced understanding of fitness benefits. Even more significant has been the transition from cardio-focused workouts to strength training as the centerpiece of fitness regimens.

“Everyone used to do cardio and little strength training,” Corona notes. “Women would say they didn’t want to lift weights because they didn’t want to look like men, and men thought weight training was boring.”

Corona cites a colleague’s observation about this cardio-centric approach: “The safest way to make someone gain weight is to have them walk 30 minutes a day on a treadmill. They burn 200 calories, think they’ve exercised, then eat a chocolate bar or sandwich because they believe they’ve earned it.”

The Social Media Effect

The rise of fitness influencers on social media platforms has accelerated these changing perceptions. Corona acknowledges that digital content creators like Júlio Balestrin, and Paulo Muzi have played significant roles in popularizing strength training and bodybuilding in Brazil.

“Nobody wants to post themselves on a treadmill,” Corona observes. “You start seeing people on weight machines, training here, and the influencers increase information sharing.”

This shift hasn’t been limited to Brazil—Corona sees similar patterns across all Smart Fit’s markets, including Mexico and other Latin American countries. Weight rooms have expanded while cardio sections have contracted in gyms worldwide, reflecting changing customer preferences.

Health Benefits Driving Long-Term Engagement

Beyond aesthetic motivations, Corona believes post-pandemic awareness of health benefits has reinforced the popularity of strength training. “People are starting to understand that strength training is important. Older adults need to strengthen their legs to prevent falls. Everyone needs strength training to accelerate metabolism.”

This focus on functional benefits creates more sustainable customer engagement. “Running you can do in the park, cycling you can do outside. But building muscle is something you can do lifelong,” Corona explains. “You can see results aesthetically or physically—stronger legs, able to climb stairs—there are various motivational factors that make people practice and stay longer.”

Smart Fit has adapted its facilities to accommodate these changing preferences, adding more weight training equipment and free weight areas while reducing cardio sections. This shift benefits both customers seeking effective workouts and gym operators looking for better retention rates. By positioning himself at the forefront of these changes, Edgard Corona has ensured Smart Fit remains aligned with evolving consumer preferences while driving fitness culture throughout Latin America.