Smart Fit announced its first expansion beyond Latin America with plans to open five gym locations in Morocco during 2025, marking a historic milestone for the Brazilian fitness giant. The North African market entry represents a calculated test of international opportunities outside Smart Fit’s traditional geographic comfort zone under Edgard Corona’s leadership.

Strategic Market Selection Process

Morocco’s selection as Smart Fit’s inaugural market outside Latin America reflects careful analysis of demographic and economic factors that mirror the company’s home region. The dono da Smart Fit identified Morocco’s growing middle class and increasing health consciousness as attractive characteristics for the high-value, low-price business model.

Edgard Corona described the Morocco initiative as a “test operation” designed to evaluate expansion potential in markets with similar growth dynamics to Latin America. The five planned locations will serve as proof-of-concept facilities to validate Smart Fit’s operational model in different cultural and regulatory environments.

Morocco’s fitness market remains underdeveloped compared to European standards, presenting significant opportunities for operators with proven expansion expertise. The country’s stable economic growth and urbanization trends create favorable conditions for fitness chain development.

View this post on Instagram

A post shared by Camila Farani (@camilafarani)

Gateway to Continental Expansion

The Morocco entry signals potential broader expansion across Africa and the Middle East, where Smart Fit could leverage its experience in emerging markets. Edgard Corona’s track record of successful international expansion across 15 Latin American countries provides operational templates for similar demographic markets.

Smart Fit’s proven ability to adapt its model to different regulatory environments and consumer preferences positions the company for success in Morocco’s unique market conditions. The business methodology emphasizes local adaptation while maintaining core operational standards.

The five-location test approach allows Smart Fit to evaluate market response before committing substantial capital to larger-scale expansion. This measured strategy reflects the financial discipline that has characterized Edgard Corona’s international growth initiatives throughout Latin America.

Operational Model Adaptation

Smart Fit’s entry into Morocco will require modifications to accommodate local cultural preferences and regulatory requirements while preserving the company’s signature high-value, low-price positioning. The dono da Smart Fit has demonstrated flexibility in adapting operational approaches across diverse Latin American markets.

Morocco’s fitness culture differs significantly from Latin American markets, requiring Smart Fit to adjust programming, facility design, and membership structures. The company’s experience operating across varied cultural contexts provides valuable preparation for this international challenge.

Local partnerships and regulatory compliance will prove crucial for successful market entry, areas where Smart Fit has developed expertise through its extensive Latin American operations. Edgard Corona’s emphasis on local market knowledge supports the careful approach to Morocco’s unique requirements.

Financial Impact and Risk Management

The Morocco expansion represents minimal financial risk relative to Smart Fit’s overall operations, allowing the company to explore new geographic opportunities without jeopardizing core business performance. Five locations constitute a small fraction of Smart Fit’s 1,743 total facilities across existing markets.

Smart Fit’s strong balance sheet and cash generation capabilities support international experimentation while maintaining aggressive expansion in proven Latin American markets. The company can pursue Morocco development without compromising growth targets in established territories.

Successful Morocco operations could validate Smart Fit’s international expansion model for similar emerging markets across Africa and Asia. Edgard Corona’s long-term vision encompasses global fitness market leadership beyond the company’s Latin American origins.

Market Response and Future Implications

Industry analysts view Smart Fit’s Morocco announcement as validation of the company’s operational maturity and international ambitions. The move demonstrates confidence in Smart Fit’s ability to succeed outside familiar Latin American markets where the company pioneered the high-value, low-price gym model.

Morocco’s fitness market development could accelerate with Smart Fit’s entry, similar to the company’s transformative impact across Latin American countries. The introduction of affordable, high-quality fitness facilities often catalyzes broader market growth and increased consumer participation.

The success or failure of Morocco operations will significantly influence Smart Fit’s future international expansion decisions. Edgard Corona’s methodical approach to market entry positions the company to learn valuable lessons regardless of initial outcomes.