Fueling Body and Mind: Eduardo Canicoba’s Passion for Wellness Powers Geotab’s Growth in Brazil

Eduardo Canicoba, Geotab's Country Manager for Brazil, brings a disciplined mindset to both his fitness regimen and work at Geotab. A dedicated vegan, marathon runner and fitness enthusiast, Eduardo’s commitment to wellness is not just about staying in shape; it’s a mindset that fuels his life both inside and outside the office. 
 

Eduardo began his Geotab journey in Mexico City in 2019 as the Head of Business Development for Latin America. After driving business expansion in the region, he took his talents to Sao Paolo and became Brazil’s Country Manager. A demanding role that keeps him on his toes, his love for fitness serves as a form of therapy, helping him clear his mind and re-energize.
 

A lifelong athlete, Eduardo has always been drawn to the challenge of physical activity. "Playing sports is a big part of who I am," he said, pointing to a background that includes tennis, soccer, taekwondo, and more. His love for sports led him to become a certified personal trainer, and his thirst for knowledge took him further into studying sports marketing and big data sports analytics. 

Of all the sports he enjoys, running has been Eduardo’s biggest passion for the past 21 years. Since his first race in 2005, he has completed four marathons, thirteen half marathons, and many 5 to 15k races. "Running makes me feel incredible," he said. "It's the complete experience - the preparation, the suffering, until finally crossing the finish line and receiving a medal. It’s the sensation of achieving something through effort, even if you're not even close to winning the race!'' he joked.

Eduardo's passion for running has also given him a unique perspective, allowing him to experience cities around the globe from a runner's point of view. “Whenever I travel for work or leisure, I get to experience new places through running, immersing myself in the local culture, streets, parks, and landscapes,'' he shared. ‘’I’ve had the amazing opportunity to live in 7 countries and visit more than 40, which I feel extremely lucky for.''

Running has taught Eduardo the importance of fueling his body and sparked a deeper reflection on his lifestyle, leading him to embrace veganism — a choice driven more by his love for animals than health alone. “My choice to be vegan is primarily motivated by animals. My two dogs, Lennon and Napoleon, are a daily reminder of that,'' he said. 
 

When asked about his sources of inspiration, Eduardo reflects on the foundational influence of his parents, who instilled in him a disciplined mindset and a sharp attention to detail—values that continue to shape both his personal and professional life. “My family has always been my anchor, teaching me the importance of perseverance and focus,” he says. I’m also deeply inspired by my team at Geotab. Though we’re a small group, the dedication and passion they bring to the table has taught me so much. I’m incredibly proud of what we’ve accomplished together. In just three years, we’ve grown from 3,000 active subscribers to 30,000—an achievement that speaks volumes about the talent and hard work of this team.”

Eduardo’s story shows how passion, discipline, and a commitment to wellness can drive both personal fulfillment and professional success. As he puts it, "For me, being organized, having discipline and staying physically active through sports has always helped me maintain balance between work and health.''