The FINANCIAL — Aspria, the fitness centre network in Georgia, is striving to offer its members the best fitness equipment, workout options and the perfect environment to keep fit in. Aspria provides safe, effective, efficient, and enjoyable exercise programmes for professional sportsmen as well as fans of healthy living.
Thanks to a good environment, professional trainers and all types of fitness equipment, Aspria has become the leader on the Georgian market and became the winner of Golden Brand Awards for the second time in a row. “Taking into account the fact that we are recognised as a company which creates a healthy lifestyle trend, it is not surprising that we received a Golden Brand,” said shareholder and General Director of Aspria, Levan Kajaia.
“Aspria’s role in establishing healthy lifestyle in Georgia has not gone unnoticed by the Golden Brand experts. Another factor is that Aspria is never satisfied with its achievements and always sets itself new goals to achieve; this is a developing company oriented towards innovations. Aspria is a company that offers customers such service which is not available in other fitness centres: 24/7 service throughout the whole chain and unlimited access to all gyms in Tbilisi and Batumi; professional trainers and sports nutrition products and supplements for athletes of all kinds imported from Europe and the United States,” he added. “Despite the fact that Aspria Fitness has the most advanced offers, the main reason is our passion – we want you to succeed. We want you to see the results: whether it be in the mirror, standing on the scales, or just in the surprised and admiring glances of people around you. That is how we measure our success. That is how we succeed together with our members and clients,” Kajaia said.
Aspria has been on the Georgian market for five years already. The first Aspria centre opened in 2012 while today Aspria is positioned with four centres in Georgia’s capital Tbilisi and one in the Black Sea resort town Batumi.
Located in the most populated parts of the city – Saburtalo, Gldani, Didube and Vake – Aspria has become easily accessible for customers. Furthermore, working out at one of Aspria’s fitness centres is also financially affordable for people. Starting from GEL 15 (per one-day visit) everyone can use Aspria’s services. Unlimited membership for a one-month period will cost GEL 99, while annual unlimited access costs GEL 799. With unlimited membership you can visit any branch, at any time, 24/7 with no limit on entrance, even several times a day. As of today, more than 38,000 people have visited Aspria fitness centres to perfect their bodies, of which 6,000 people are active members. The majority of them are men. Out of Aspria’s clients, 70 percent are men and 30 percent are women. Most of the people who work out at Aspria are between the ages of 18-35.
Our number of clients increased by 15 percent in 2016 compared to 2015.
Q. What are the recent developments at Aspria Fitness?
A. First of all I want to say that the company made quite a large investment in Batumi by opening the biggest fitness gym there, which is spread over a 900 square meter area. Investment in the project came to GEL 2 million. Like in Tbilisi, Aspria Fitness is available every day 24-hourly in the Batumi branch as well. And of course the centre is equipped with high quality Life Fitness appliances. Thanks to the Batumi branch we are now able to encourage our clients to stay fit throughout the year. Those Aspria members who want to spend their holidays in Batumi will be able to work out at our branch while there. By opening the Batumi branch we became the first regional fitness centre in Georgia. Aspria also started workout video tutorials to raise awareness of a healthy lifestyle in Georgia and give professional advice and recommendations on how to work out. Aspria Fitness is the best place for people to work out following the recommendations they get from the video tutorials. We also have a competition called ‘Best Member of the Month’, which aims to promote a healthy lifestyle. In this way we encourage our clients to work out harder and become the winner of the month. Last year we updated our branches and equipped them with the latest technologies, all except for the Gldani branch where we also have developments planned. Another good thing is that we have kept prices the same despite having improved the environment and service.
Q. What workout programmes does Aspria offer and have you added any new programmes recently?
A. We have a range of membership options that offer access to both the gym and our wide variety of fitness classes. Our qualified instructors are passionate about helping you achieve a positive change. As the leaders on the market we have developed the world’s best training equipment, workout programmes, and education courses to help you push, pull, squat and lunge your way to a better version of yourself. We started offering very effective and popular TRX Training courses. This is the original, best-in-class workout system that leverages gravity and your bodyweight to perform hundreds of exercises. You are in control of how much you want to challenge yourself on each exercise – because you can simply adjust your body position to add or decrease resistance. Aspria Fitness has also launched basic training courses where clients can learn how to work out correctly. During rush hours our trainers cannot pay attention to all the clients individually. So this course will help clients learn how to work out correctly and independently without damaging their health. We are planning to offer interesting complex group trainings in the near future. Also, we will enable our clients to register, make or cancel a reservation and pay online.
Q. How competitive is the market in Georgia and how many quality fitness centres are opening in the country?
A. The field is developing in general, a number of new fitness centres are opening and the competition is becoming tenser. These fitness centres are high quality but unfortunately I cannot say that they bring innovative projects to the market. And without innovations it is hard to say that the market and the sector are developing. The question is: is there still demand or room for development? Is the number of people who want to work out high enough for every fitness centre? Despite the increased competition, Aspria is still the leader on the market. We are proud of our group of trainers who are very experienced and competent. This is very important for us to let our clients train under the control of the best professionals who have international experience, are current athletes and prize-winners of national and worldwide competitions. During this period customers’ needs have also increased and the price and good equipment is not the only deciding factor. Success is much more complex and contains a lot of other components.
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