Business Expert, Founder

Meet Brazilian Entrepreneur Edgard Corona

As founder and CEO of Bio Ritmo, Edgard Corona is a proven leader in the fitness business and his companies dominate the sports-activity segment in Brazil and Latin America.

Edgard Corona’s journey began working at Açucareira Corona in the early 1980s, it was his family’s business and at the time the company was facing financial hardship. Corona started at the company as COO and was tasked with reversing the downward trajectory of the business.

After succeeding in turning around Açucareira by implementing a more advanced management model, he decided to leave the company in the mid-1990s.

In 1996, Edgard Corona wanted to forge a new direction for himself and founded Bio Ritmo. The goal was to repeat the success he had in the sugar industry by implementing a new management model, but he faced difficulties in the beginning.

In the early 2000s Edgard opened a fitness academy and wanted to help workers practice physical fitness who had little time to do so. The academy was a great success and other branches began to open in other cities. As the company began to grow Corona began expanding his experience in the sector by attending conferences abroad. In his travels he discovered a new business model that he could implement in the sports segment.

This new business model began in 2008 as SmartFit (SMFT3) which was a lower-cost gym than what was currently available in the market. Over the next 10 years, the SmartFit gym became the gold standard for fitness in the country. SmartFit has since began to expand to other Latin American countries and is currently the 5th largest sports gym in the world. All this success has led to Edgard Corona being one of the most prominent businessmen in the country.