Smart Fit Gym Chain Expands to Morocco, Plans Five New Locations

The gym chain plans to open five new gyms in Morocco this year, revealed Edgard Corona, CEO of Smart Fit, during an interview with CNN Money.

The company, which was founded about ten years ago, plans to open 300 new gyms in 2025. To ensure its financial stability, Smart Fit is betting on a strategy of geographic diversification. "When Mexico wavers a bit, Brazil is doing well, when Brazil suffers a bit, Mexico is doing better, and Colombia is doing well," says Edgard Corona, highlighting the complementarity of its locations.

In parallel with its geographic expansion, Smart Fit is diversifying its service offering. With the acquisition of Velocity, specialized in indoor cycling, the company is enriching an already substantial catalog, which also offers yoga, Pilates and functional training classes. Smart Fit also targets businesses and individuals with Total Pass, an aggregator of gyms that lists 21,000 establishments.

Finally, the group, which has 5 million customers, is studying the possibilities offered by new technologies, particularly artificial intelligence, to personalize training and nutrition programs.