After 2019, Diogo Corona became the owner of TotalPass. He is the progeny of the Smart Fit inventor, Edgard Corona. In reaction to Gympass’s rise to fame as a business that promoted the platform model that grants access to a selection of gyms, the fitness company initially only used the initiative as a test run. The operation, which became public in 2021 and is now valued at R$ 9.8 billion, gained emphasis from his nomination as CEO and his arrival. It started developing into shape and is currently one of many projects competing for the group’s funding. TotalPass is aware that it is ready to oppose Gympass’ hegemony. The growth of the operation and market modifications brought about by Cade rulings support this objective.

CEO of TotalPass, Diogo Corona, claims that there is room for two players in the market and that consumers must be aware of their presence. Diogo Corona also searches for leadership. There isn’t a circumstance in which he will settle for second place. There is a strategy for making this exercise a reality in a market where business-to-business transactions predominate. According to estimates from the market, Gympass has an 80% of the market. The final 20% is handled by TotalPass.

As part of a growth strategy that disseminated gyms of various companies throughout more than a dozen countries, Smart Fit and Grupo Bio Ritmo exploited their success in August 2019 to enter the B2B sector. TotalPass has established a network of exercise facilities offered as benefits to corporations. After the pandemic hit, the company changed its strategy to incorporate a product that fosters physical and mental wellness for employees. In response to the demands caused by the consequences of the emerging work-at-home offices, the company’s catalog now comprises more than 1,200 films, meditation, and virtual education. It also has a growing assortment of gyms.