Smart Fit announced plans to open five fitness centers in Morocco during 2025, marking the company’s first expansion beyond Latin America in its 16-year history. The move represents a calculated test of the business model in markets outside the company’s traditional geographic stronghold, according to the founder’s recent interview.
During a December 2024 interview with CNN Money, Edgard Corona revealed the Morocco initiative as part of the company’s broader strategy to open approximately 300 new locations throughout 2025. Morocco’s stable economic environment and absence of established international gym chains created what the dono da Smart Fit identified as a significant market opportunity for Smart Fit’s high-value, low-price model.
Testing New Markets Beyond Latin America
The North African expansion comes as the fitness chain operates more than 1,500 facilities across 15 Latin American countries. According to reporting from CNN Brasil, Edgard Corona described the Morocco venture as a “test operation” designed to evaluate expansion potential in markets with similar growth dynamics to Latin America.
The company plans to collaborate with local operators for its Morocco launch, following the successful partnership model employed throughout Latin American expansion. This approach allows Smart Fit to benefit from local market knowledge while minimizing operational risks associated with entering unfamiliar territories.
Geographic Diversification Strategy
Corona emphasized how geographic distribution provides stability for Smart Fit’s operations. The CEO explained to CNN that balancing operations across multiple countries helps the company manage economic volatility. Currently, approximately 40% of Smart Fit’s units operate in Brazil, with the remaining 60% distributed across Latin America.
The Morocco expansion fits within Smart Fit’s systematic approach to identifying markets where fitness infrastructure remains underdeveloped compared to economic growth potential. Learn more about the company’s expansion strategy and how detailed feasibility analysis informed the five-location test approach.
Operational Timeline and Market Entry
According to Economic News Brasil, the Morocco locations will open during 2025 as part of the company’s record expansion year. The five-gym entry provides sufficient presence to establish brand recognition while testing operational assumptions in African market conditions.
Smart Fit’s Morocco initiative could validate the company’s international expansion model for similar emerging markets across Africa and Asia. Edgard Corona has consistently demonstrated flexibility in adapting operational approaches across varied cultural contexts, providing valuable preparation for this international challenge.
