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. "I’ve always been into sports," he says, pointing to a varied background that includes tennis, soccer, taekwondo, and more. His love for the gym 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. 

While he's passionate about overall wellness, Eduardo's true calling is running. Since his first race in 2004, he has completed four marathons, thirteen half marathons, and many 5 to 10k races. "Running makes me feel incredible," he says. "There’s something about crossing the finish line, receiving a medal, and feeling like a winner—even if I don’t finish first."

Eduardo's passion for running has also provided him with a unique perspective, allowing him to experience cities around the globe from a runner's point of view. ‘’My role at Geotab has given me the amazing opportunity to traveI the world, visiting over 40 countries and around 200 cities,’’ he said. ‘’Whenever I travel for work, I get to experience new places through running, immersing myself in the local culture and landscape.’’

Understanding the importance of fueling his body for running, Eduardo shares an equal passion for nutrition. ‘’I’ve spent years studying carbs, proteins, fats, and vitamins, and understanding what my body needs. That’s why I decided to go vegan a few years ago,’’ he said. ‘And like all of us at Geotab, I am passionate about sustainability, and there are so many environmental benefits of plant-based eating.’’ 
 

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. “But 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, "To succeed, you must find balance in all areas of life—work, health, and personal growth. Fitness is my foundation, and everything else builds from there."