Edgard Corona, founder of Bio Ritmo in Brazil and Latin America, is one of the top directives in the sports management business. He is well known in Sports management for his expertise and creativity.
Corona started out his career in the industrial sector and soon became involved in the political arena, but his true love is sports and sports medicine, which is why he created the Bio Ritmo products.
Today Edgard Corona sits as the head of the Smart Fit network, a franchise industry of gyms that cater to people who want to get in shape.
For the last year and a half, he has dealt with crisis after crisis as the health club industry was the hardest hit by the lock downs implemented because of COVID-19. Many Smart Fit franchisees saw the need to close their doors permanently.
It was a difficult time for Corona, with chains that serviced more than two million customers across Latin America. The loss of income reached millions and now Corona is faced with the question of how to reinvent itself to bring those customers back into the fold.
In 2020 Corona realized the situation would become critical in January. He watched what was happening in Italy and realized it would only be a matter of time. Immediately he had a team meeting and prepared all of the management team. In March he began closing centers and tried to balance the cash flow.
The company opened free online classes using products customers could find at home to encourage physical activity. Edgard Corona says, they had over 800,000 people using the video training a day.
They Made Adjustments
Edgard Corona was on the verge of making extensive growth plans in 2020, but the closing of 800 gyms in Brazil and Latin America put a freeze on these plans.
Now a year and a half later Edgard Corona is finally seeing the light of day and has reopened many of the fitness centers and is in preparations of opening new centers over the next few years.