Celso Athayde, founder of Cufa and Favela Holding, brought a powerful social angle: for him, entrepreneurship is not about making money — it is about creating solutions, generating opportunities, and genuinely changing lives. Growing up in a favela, Athayde credits courage, resilience, and the ability to believe in yourself even when nobody else does as his greatest asset and the legacy he wants to leave.

Edgar Corona, founder and chairman of Grupo Smart Fit, highlighted three key factors: taking care of your team, helping people grow, and learning from them — because it is people who make business possible.

What is the broader takeaway for entrepreneurs?

The collective message from these founders is clear: building a company and forming people of character are inseparable goals. Values such as integrity, courage, resilience, dedication, and a genuine desire to impact the world are seen as more valuable inheritance than any financial asset.

Key Facts:
  • ~90% of Brazilian companies are family-owned (Sebrae/IBGE data).
  • Five major entrepreneurs shared lessons for Father's Day with PEGN magazine.
  • Alexandre Costa (Cacau Show): passion for detail + integrity.
  • Celso Athayde (Cufa/Favela Holding): courage and resilience over profit.
  • Edgar Corona (Smart Fit): invest in and learn from your team.
  • Core theme: transmitting values across generations matters as much as transferring assets.