In the world of fitness, one name is creating ripples of change – Diogo Corona, the COO of Smart Fit. Coming from a lineage of innovation and business acumen, as the son of Edgard Corona, founder of Smart Fit, he is rewriting the fitness business landscape in Latin America.
Smart Fit was already a dominant entity in the fitness space, but with the rise of Gympass, a startup model that allows users access to a bundle of gyms, Smart Fit had to react. In response, they launched TotalPass. TotalPass was just an experiment at first, a move to challenge Gympass’s rising popularity. It was among many projects, competing for the group’s investment.
However, Diogo Corona’s arrival marked a significant change. When he assumed command of TotalPass in late 2019, his strategic decisions gave TotalPass a newfound focus. The creation of a dedicated CEO position signified the seriousness with which Smart Fit began treating this venture. TotalPass was no longer another experiment; it was a substantial operation, capable of making waves in the fitness industry.
These changes bore fruit when the group went public in 2021, reaching a valuation of R$ 9.8 billion. Now, Diogo Corona and TotalPass are ready to challenge Gympass’s dominance in the market.
“The market has space and needs to know that there are two players,” Diogo Corona, CEO of TotalPass, assertively stated. “And we will seek leadership. There is no scenario in which we are comfortable with second place.” With these bold words, it’s clear that Diogo Corona is steering Smart Fit and TotalPass into a future filled with ambitious goals and promising growth.
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