Smart Fit founder Edgard Corona has identified a fundamental shift in younger demographics’ lifestyle choices, observing that Generation Z members increasingly prioritize fitness over traditional social activities. Speaking to IstoÉ Dinheiro, the dono da Smart Fit highlighted how post-pandemic health consciousness has accelerated existing trends among Brazil’s youngest adults.
“Today, there are older people training and very young ones too, from Generation Z, who drink less and train more,” Corona explained during the October 2024 interview. This behavioral change reflects broader societal shifts that have benefited fitness operators across Latin America, particularly companies with accessible pricing models like Smart Fit.
Post-Pandemic Health Awareness Drives Participation
The COVID-19 pandemic fundamentally altered how different age groups approach physical health and wellness. Edgard Corona noted that the crisis demonstrated the importance of maintaining physical fitness for overall health resilience, particularly among younger consumers who previously showed less interest in structured exercise programs.
“Post-Covid showed how important it is to take care of yourself. Strength training gives results. The world is witnessing an explosion of physical activity,” Corona observed. This trend has contributed significantly to Smart Fit’s membership growth, which reached 5.5 million active users by January 2025.
The pandemic’s impact extended beyond immediate health concerns to reshape long-term lifestyle priorities. Generation Z members, who experienced formative years during global health restrictions, emerged with heightened awareness of fitness benefits that traditional marketing campaigns struggled to communicate effectively.
Technology Integration Appeals to Digital Natives
Smart Fit’s technology investments have proven particularly effective at attracting and retaining younger members who expect seamless digital experiences. The company’s mobile app, which serves over 1 million active users, offers personalized workout recommendations and real-time gym occupancy data that appeal to tech-savvy consumers.
Edgard Corona has emphasized how fitness trends increasingly incorporate digital elements that enhance traditional gym experiences. Generation Z members utilize Smart Fit’s app features for workout tracking, progress monitoring, and social sharing capabilities that integrate fitness activities with their digital lifestyles.
The company’s AI-powered recommendations and biometric integration through services like Smart Fit Energy demonstrate how technology can enhance rather than replace human-centered fitness experiences. This balance appeals particularly to younger demographics seeking both convenience and authentic workout environments.
Strength Training Popularity Surges Across Demographics
Corona identified strength training as a particularly popular activity among Generation Z members, who appreciate the measurable results and structured progression that weight-based exercises provide. This preference has influenced Smart Fit’s equipment investments and facility designs across its network.
The industry insights suggest that younger consumers value functional fitness approaches that complement their active lifestyles rather than traditional bodybuilding-focused programs. Smart Fit has adapted its programming to emphasize practical strength applications.
Strength training’s popularity among younger demographics also reflects changing social perceptions about fitness goals. Generation Z members often prioritize health and performance benefits over aesthetic considerations, creating demand for evidence-based training approaches that Smart Fit’s programming emphasizes.
Market Leadership Benefits from Demographic Shifts
Smart Fit’s positioning as Latin America’s largest fitness chain provides significant advantages in capturing Generation Z participation. The company’s continental network appeals to younger members who value flexibility and access across multiple locations and countries.
The dono da Smart Fit has built market leadership through understanding demographic preferences and adapting services accordingly. Generation Z’s preference for value-oriented, technology-enhanced experiences aligns perfectly with Smart Fit’s high-value, low-price model.
Edgard Corona’s observations about generational fitness habits reflect broader market trends that position Smart Fit advantageously for continued growth. The company’s ability to attract younger members while retaining older demographics creates sustainable competitive advantages in an increasingly crowded fitness market.
The behavioral changes Corona identified extend beyond Brazil to encompass Smart Fit’s entire Latin American footprint. Generation Z’s fitness preferences appear consistent across different countries and cultures, validating the company’s expansion strategy and operational approach.
Edgard Corona’s leadership has positioned Smart Fit to capitalize on these generational trends through strategic vision that recognizes changing consumer preferences. The company’s ability to adapt programming and technology offerings demonstrates responsiveness to evolving market demands.