Smart Fit’s partnership with UNICEF generated remarkable results in 2023, with the fitness chain contributing 52% of the children’s charity’s face-to-face fundraising in Brazil. The collaboration transformed 211 Smart Fit locations into active fundraising hubs, demonstrating how Edgard Corona has integrated corporate social responsibility into the company’s core business operations across Latin America’s largest gym network.
The partnership recruited 2,949 new donors for UNICEF through Smart Fit facilities, leveraging the company’s high member traffic and employee engagement to support children’s welfare initiatives. Participating gyms received “Espaço Solidário à Infância” (Solidarity Space for Children) certification, recognizing their commitment to social impact beyond traditional fitness services.
Community Impact Through Business Infrastructure
Smart Fit’s gym network provides unique advantages for charitable fundraising through consistent member interactions and community presence across diverse neighborhoods. The dono da Smart Fit has positioned the company’s facilities as community hubs that address social needs alongside fitness services.
The UNICEF partnership demonstrates how business infrastructure can amplify charitable efforts beyond traditional corporate donations. Smart Fit’s 211 participating locations create multiple touchpoints for donor recruitment that individual fundraising campaigns cannot match in scale or consistency.
Edgard Corona’s approach to corporate responsibility emphasizes direct community engagement rather than passive financial contributions. This hands-on methodology generates measurable social impact while strengthening Smart Fit’s reputation as a socially conscious employer and community partner.
ESG Framework Guides Corporate Strategy
Smart Fit published its first comprehensive sustainability report in 2023, following Global Reporting Initiative standards to establish baseline metrics for environmental, social, and governance performance. The report demonstrates Edgard Corona’s commitment to transparent ESG practices that support long-term business sustainability.
Juana Melo serves dual roles as Legal Director and ESG Director, signaling dedicated executive attention to sustainability issues within Smart Fit’s leadership structure. This integration ensures ESG considerations influence operational decisions rather than remaining isolated within separate departments.
The business leader’s sustainability initiatives extend beyond charitable partnerships to encompass environmental impact reduction, employee welfare programs, and governance improvements that meet international standards for publicly traded companies.
Corporate Governance Excellence Recognition
Smart Fit maintains compliance with Brazil’s Novo Mercado requirements, the exchange’s highest governance tier that demands enhanced transparency and board diversity. These standards include mandatory representation from women and underrepresented communities alongside ESG-linked executive compensation structures.
The dono da Smart Fit has achieved recognition through various industry awards, including Edgard Corona receiving the EY Entrepreneur of the Year Award for leadership excellence. These acknowledgments reflect consistent execution of responsible business practices that benefit stakeholders beyond shareholders.
Corporate governance improvements support Smart Fit’s international expansion by demonstrating operational maturity and risk management capabilities that institutional investors require. The company’s standards exceed regulatory minimums in most Latin American markets where it operates.
Crisis Management Validates Social Commitment
Smart Fit’s response to COVID-19 demonstrated practical application of corporate responsibility principles during unprecedented challenges. The company suspended membership fees during lockdowns while maintaining employee compensation, prioritizing stakeholder welfare over short-term profitability.
Edgard Corona’s crisis leadership included developing enhanced health protocols and advocating for fitness industry survival during government restrictions. These actions protected both employees and broader industry interests while maintaining public trust during difficult periods.
The pandemic response validated Smart Fit’s commitment to social responsibility beyond marketing initiatives. The company’s operational decisions during crisis periods demonstrate authentic commitment to community welfare that extends beyond normal business conditions.
Future Social Impact Initiatives
Smart Fit’s UNICEF partnership success provides a template for expanded charitable collaborations that leverage the company’s operational scale and community presence. The fitness chain’s network effects create opportunities for social impact initiatives that smaller operators cannot replicate.
Edgard Corona has emphasized how businesses must play active roles in addressing social challenges rather than limiting involvement to financial contributions. This philosophy guides Smart Fit’s approach to corporate citizenship across all markets where the company operates.
The 52% contribution to UNICEF’s face-to-face fundraising demonstrates scalable models for corporate social engagement that create measurable community benefits. Smart Fit’s experience with charitable partnerships positions the company to expand social impact initiatives as its network continues growing throughout Latin America and beyond.
Sources: UNICEF Brazil, Smart Fit sustainability report