Workouts and wellness – The changing landscape of Georgia’s gym culture

From 7:00, the lights flicker on in a Tbilisi gym as a group of early risers stretch, preparing for another day of high-intensity workouts. In a country where khinkali and wine are staples of social life, fitness culture is steadily gaining momentum. Gyms have been popping up across the country, attracting more members every year. Fitness has become a key part of daily life for Georgians. But what’s driving fitness, and how are local gyms staying ahead in a competitive market?

The popularity of gyms in Georgia has been growing for the past ten years, as reflected in the increasing number of both fitness centers and users. Small and large fitness clubs, including networked gyms, have opened across the country – though primarily centered in Tbilisi. Corporate services offered by Fitpass, which acts as an intermediary between fitness centers and companies, provides a single subscription service that offers users access to more than 250 fitness clubs and sports facilities in Georgia.

Twenty-seven-year-old Nino Ugulava says she has always been interested in sports and has been active in exercising. Since 2020, she has worked as a journalist in the Georgian Parliament, and after long work hours, she would go to the gym in the evening to train. In parallel with her journalism work, she completed a special course and obtained a fitness instructor certificate, and since 2022, she has been working as a personal trainer.

“I found something I truly love. I take care of my health while helping others achieve their goals and become the best version of themselves. It feels amazing, and I realize that this is what I want to do,” says Nino, adding that people as young as sixteen have booked training sessions with her.

Georgia’s fitness market

According to FinSPOT, a Tbilisi-based chain of fitness centers called Oktopus is currently the leading player in the fitness market. In 2022 – the latest publicly available reporting year for business records – Oktopus’ revenue reached ₾7.9 million, which was 131% higher than second-place Snap Fitness Georgia’s revenue and more than three times that of popular gyms World Class Georgia and Aspria Fitness.

While information on membership numbers is not publicly available, turnover statistics indicate that competition in the sector has intensified, leading to a significant redistribution of market shares. According to FinSPOT, Aspria was the leading chain of gyms in the country in 2019, surpassing competitors’ revenues by 25–40%. The pandemic had a devastating impact on the market, as public health restrictions and forced closures saw revenues plummet – particularly for then-market leader Aspria, which saw its revenue fall by 70% YoY in 2020.

But the market has since recovered and is posting healthy growth, with projections from Statista indicating that the country’s Digital Fitness & Well-Being market is expected to grow by 5.66% between 2025 and 2029, reaching an estimated market volume of $35.5 million by 2029.

While most fitness centers are concentrated in Tbilisi, the trend has permeated – albeit on a small scale – to other major cities in the country. Galileo Fitness, founded in Kutaisi in 2016, was quick to gain popularity, satisfying local demand for modern workout facilities.

“My brother and I were practicing all the time, even before we opened a fitness club, and we noticed a growing interest in fitness. In 2016, the main challenge in Kutaisi’s training spaces was the lack of ventilation, and we solved this issue,” says Galileo co-founder Tornike Gelashvili. “Back in 2005-2006, when I was training, there was only one fitness club in Kutaisi, and girls and boys had separate days. There was limited space, with just one locker room and one shower. Today, there are probably five or six fitness clubs in Kutaisi offering group exercises and gym equipment, as well as small studios for Zumba, aerobics, yoga, and more.”

Galileo Fitness is the first club to expand to Tbilisi from another city in Georgia, with its second branch – located in Gldani – opening at the end of 2024. In just three months, more than 500 members have joined, with around 300 currently active. At its Kutaisi branch, the center boasts more than 800 current active members.

Competition and costs

Fitness is a seasonal business, with its low season accounting for about four to five months each year. However, according to those working in the industry, the number of people joining gyms during the off-season has been increasing every year. They attribute much of this growth in fitness popularity in Georgia to the influence of social networks.

Founder of the fitness club Revolution Salome Kaliashvili has been in the business for ten years. She worked first as a trainer in various gyms before finally deciding to open her own. Revolution opened a little over a year ago in December 2023, and despite the fact that it is considered one of the worst months for the fitness industry, Kaliashvili says it has been doing very well since the day it opened.

“If managed correctly and with the right approach, it can be a very profitable business. Fitness has recently become part of people’s daily routines, and as a result, many are now training, including a lot of foreigners. Currently, we offer MMA group training, but we don’t have other group training sessions yet. However, we are opening a second branch in Saburtalo district, where we plan to offer more group exercises by the summer. The competition is fierce, and that has been the main challenge we’ve faced so far,” says Salome Kaliashvili.

There is also a growing demand for gyms with open spaces where customers can sit, chat, and enjoy coffee or tea.

Fitness club membership prices in Georgia vary significantly, depending on the club’s location, services, and package type. According to data from Numbeo, the average monthly fee for a fitness club membership in Georgia is approximately 133.9 GEL ($48.45), with typical prices ranging between 75 and 250 GEL.

While gym culture was once a niche interest, it has now become an integral part of daily life for many Georgians. Despite seasonal fluctuations and competitive pressures, industry players remain optimistic about future growth.