Smart Fit’s corporate wellness platform TotalPass expanded its company partnerships from 5,000 to 15,000 during 2024, tripling its business client base in a single year. The aggressive growth positions the platform as a formidable competitor to Wellhub, the established leader in Brazil’s corporate fitness benefits market.
Bloomberg Línea reported that TotalPass now partners with 23,000 gym locations across 1,500 cities in Brazil. The platform generated R$319.4 million in net revenue during 2024, representing 31% growth compared to the previous year and demonstrating the commercial viability of the B2B fitness strategy.
Major Corporate Wins Signal Market Validation
TotalPass secured several significant corporate clients during 2024, including Carrefour, which brought 147,000 employees to the platform after switching from a competitor. CEO Felipe Calbucci, who assumed leadership of TotalPass in February 2024, described the Carrefour win as particularly meaningful because the company migrated from an existing corporate fitness provider.
Bradesco’s addition to the TotalPass client roster represented another strategic victory. Calbucci characterized Bradesco as “the crown jewel” among companies that had not yet adopted corporate fitness benefits, making its partnership especially valuable for validating TotalPass’s value proposition to other potential clients.
Additional major clients that joined TotalPass during 2024 included Nestlé, Porto, and Petz. According to NeoFeed, Calbucci stated the platform adds approximately 700 new companies to its client base monthly, indicating sustained momentum beyond the initial major wins.
Network Expansion Strategy
The dono da Smart Fit structured TotalPass to leverage Smart Fit’s own extensive gym network while incorporating thousands of partner facilities. This hybrid approach provides comprehensive geographic coverage without requiring Smart Fit to build facilities in every market, as explained in company materials.
TotalPass operates in more than 1,500 Brazilian cities, offering employees access to diverse fitness options including traditional gyms, boutique studios, and specialized facilities. Edgard Corona’s recent acquisition of Velocity added 82 premium cycling studios to the network, strengthening TotalPass’s position in the specialized fitness segment.
The platform’s geographic reach enables large corporations with distributed workforces to offer consistent benefits across multiple locations. Companies appreciate this comprehensive coverage, which simplifies administration compared to managing relationships with multiple regional fitness providers.
Competitive Positioning Against Wellhub
Wellhub reported having 60,000 gyms globally in its network, with 29,000 locations in Brazil and 3,500 partners added during the first half of 2024. TotalPass’s 23,000-gym network in Brazil alone demonstrates how quickly the platform has scaled since its creation in 2016.
Calbucci told Bloomberg Línea that TotalPass targets reaching 25,000 gym partnerships in the near term, further closing the gap with Wellhub’s Brazilian presence. The platform’s rapid growth benefits from Smart Fit’s operational scale and technological capabilities, which allow efficient onboarding of new gym partners and corporate clients.
Ambitious Growth Targets for 2025
TotalPass aims to double its revenue during 2025, though Calbucci indicated user growth targets remain slightly below the revenue doubling goal. The platform plans its first major marketing campaign to increase brand recognition, including television advertising and other channels where TotalPass has not traditionally maintained presence.
The corporate wellness division now operates with a team of 400 people dedicated to managing relationships with companies, gym partners, and platform users. Corona positioned Diogo Corona as the “father” of TotalPass when it launched as a startup within the Smart Fit organization.