Brazil's fitness boom drives niche gym concepts in Curitiba

Running has become one of Brazil's most popular physical activities, but concerns about a so‑called “runner’s face” have been addressed by Juliana Brum, a biomedical professor at Faculdade Anhanguera. She explains that running itself does not cause premature ageing; facial changes are linked to low body‑fat percentages, sun exposure and hydration, noting, “A corrida traz inúmeros benefícios para a saúde e não deve ser encarada como uma vilã.”

The broader fitness market is expanding rapidly. Data from Sebrae place Brazil second worldwide in the number of gyms, and a Bem Paraná survey shows Curitiba’s gyms grew 44.6% over nine years, reaching 1,507 facilities. Functional training remains the most practiced activity. Entrepreneurs are launching specialised concepts: the Christian‑focused Sou Mais gyms with prayer rooms, Platinum gyms serving members aged 50+, the women‑only Entre Elas studio, technology‑rich Force One with integrated apps and bio‑impedance, and a 24‑hour boutique for round‑the‑clock training.