Edgard Corona, CEO of Bio Ritmo and SmartFit Group, was born in 1958. After graduating from high school, Corona attended Armando Álvares Penteado Foundation (FAAP), where he studied chemical engineering. Despite his formal education, Edgard naturally gravitated to entrepreneurship.
In college, he started a material analysis laboratory and a confectioner’s shop with multiple locations. However, he later sold both businesses and decided to work at his family’s sugar mill in São Paulo. While working with his family, Corona came across a venture he deemed a good investment. A gym was to be built in Santo Amaro, the first Bio Ritmo academy.
Focused on the Brazilian market, Edgard Corona wanted to mimic business models in the United States, but they decided they wanted to do something more sophisticated. Corona and his team wanted to offer its clients a different experience. To bolster their efforts, Corona brought in an American to help increase their conversions. They started to present different plans options to their client and asking for referrals so that the individual client didn’t have to exercise alone. Conversions increased to 35% from 10%.
In 2003, Bio Ritmo operated eight gyms, and they faced a big challenge. Edgard Corona found it impossible to manage each location, which all fed into the central office. So, they wiped out the administration, restructured delegations, and defined clear indicators. Meanwhile, Edgard Corona is fully aware that mistakes are a part of the process, and mistakes were made early on.
Today, the Bio Ritmo and SmartFit Group operated 490 locations with the help of some 6,000 employees across South America, including countries like Chile, Mexico, Ecuador, Peru, and the Dominican Republic. SmartFit alone has over 1.6 million clients, which is more than the number of people who live in Estonia. Edgard Corona leads the Bio Ritmo and SmartFit to new heights.
Edgard Corona’s: Facebook Page.