How Corona Guided Smart Fit Through COVID-19 Crisis
Edgard Corona faced an existential threat when COVID-19 lockdowns forced Smart Fit to close facilities across Latin America in March 2020. The fitness executive’s crisis response preserved the company while positioning Smart Fit for post-pandemic growth that exceeded pre-COVID performance levels.
Corona led biosecurity initiatives in gyms and fought tirelessly for the fitness industry’s survival during prolonged closures. His leadership during the pandemic crisis ultimately earned recognition as part of his Ernst & Young Entrepreneur of the Year award citation.
Immediate Financial Decisions
Smart Fit froze membership fees while facilities remained closed rather than continuing to charge members unable to access gyms. This decision cost significant short-term revenue but maintained customer trust and goodwill that proved valuable when restrictions lifted.
The fitness leader used expansion capital earmarked for new gym openings to support existing operations and prevent permanent closures. Edgard Corona prioritized preserving the company’s facility network over growth during the crisis, recognizing that maintaining existing assets would enable faster recovery.
Smart Fit avoided permanent closures of any company-owned facilities during the pandemic, a significant achievement when many independent gyms failed. This operational resilience reflected Corona’s conservative financial management and substantial cash reserves built during prior growth periods.
Digital Pivot and Virtual Training
The Smart Fit founder accelerated the company’s digital transformation by offering free online workout classes and home training programs. Corona acquired Queima Diária, a digital fitness platform, in July 2020 to strengthen virtual training capabilities.
Smart Fit’s app received enhancements improving functionality and usability while the company introduced “at home” services on multiple platforms. The fitness executive viewed digital offerings as member retention tools during closures rather than standalone revenue sources.
The virtual training content helped maintain member engagement during periods when physical facilities remained inaccessible. Many members continued subscriptions specifically because Smart Fit provided value through digital channels while competitors simply suspended services.
Industry Advocacy
Corona became a vocal advocate for fitness industry interests, working with government officials to establish safe reopening protocols. The gym chain implemented biosecurity measures including temperature checks, capacity limits, enhanced cleaning, and social distancing markers at facilities.
These safety protocols helped convince authorities that gyms could operate safely during the pandemic, allowing earlier reopenings in some markets. Edgard Corona shared best practices with other fitness operators, recognizing that industry survival required collective action rather than competitive advantage.
Post-Pandemic Recovery
Smart Fit rebounded quickly once restrictions lifted, with 2023 described as the company’s “best period in history.” Corona’s crisis management enabled Smart Fit to emerge from COVID-19 stronger than before, capturing market share from competitors who failed to survive the pandemic.
The company’s successful July 2021 IPO during the pandemic period demonstrated investor confidence in the founder’s leadership and Smart Fit’s resilience. The crisis ultimately validated Smart Fit’s business model and operational approach.
