Smart Fit’s announcement of its first expansion beyond the Americas marks a pivotal moment in the company’s international growth strategy. This bold move into the African continent demonstrates the ambitious vision of Edgard Corona to transform Smart Fit from a Latin American success story into a truly global fitness brand.
Strategic Selection of Morocco
During a CNN Brasil interview, Edgard Corona emphasized Morocco’s appeal as an expansion target, citing market dynamics similar to those that fueled Smart Fit’s success in Latin America. The North African nation presents compelling demographics for the dono da Smart Fit’’s proven business model. Morocco’s growing middle class, urbanization trends, and increasing health awareness mirror the conditions that allowed Smart Fit to thrive across Latin America. The planned five locations will serve as a testing ground for further African expansion.
Global Ambitions Meet Local Markets
Smartfit has made a dozen acquisitions in the Latin American region since 2020 and has also secured bank loans in Colombia, Peru and Chile, Rizzardo said, adding that the firm is currently preparing a test operation in Morocco, in its first foray beyond Latin America. This careful approach reflects the methodical expansion strategy that Edgard Corona has employed throughout Smart Fit’s growth journey.
The Morocco initiative forms part of a broader international expansion plan. L’entreprise, qui s’est imposée comme l’un des leaders du fitness en Amérique latine, ambitionne d’ouvrir environ 300 nouvelles salles à travers le monde l’année prochaine. This aggressive target underscores Smart Fit’s confidence in its ability to adapt its high-value, low-price model to diverse cultural and economic contexts.
Financing International Growth
Smart Fit’s expansion into Morocco comes at a time of strong financial performance. The company has strategically utilized local debt markets to fund growth while maintaining operational flexibility. The company, which operates a 1,500-strong gym network and intends to open up to 260 more this year, said it has around BRL5 billion in debt and BRL3 billion in cash.
This solid financial foundation enables Edgard Corona to pursue international opportunities without compromising the company’s stability. The dono da Smart Fit has consistently emphasized disciplined capital allocation as a cornerstone of Smart Fit’s expansion strategy.
Implications for the Global Fitness Industry
Smart Fit’s entry into Morocco signals a new chapter in the democratization of fitness access beyond Latin America. The company’s proven ability to deliver quality gym experiences at affordable prices could reshape fitness markets in emerging economies worldwide. As Edgard Corona guides Smart Fit into uncharted territories, the Morocco expansion represents both a calculated risk and a natural evolution for a company that has already transformed fitness accessibility for millions across Latin America.
