Interest in healthy and active lifestyles has been steadily growing in Georgia in recent years. Alongside this trend, the fitness industry has been evolving as well: new gyms are opening, service standards are improving and customers are increasingly seeking modern, comfortable spaces where they can exercise and maintain their well-being.
Thank you for reading this post, don't forget to subscribe!Winner of the Golden Brand Award in the category “Dynamically Developing Brand – Fitness Center,” Reform Sport Club is rapidly establishing itself as one of the most notable fitness networks in the country. In this interview, the founder of Reform Sport Club, Georgi Arabyan, shares insights into the brand’s story, its approach to customer experience and the vision that drives the company forward.
Q. How did the story of Reform Sport Club begin? What idea or need led to the creation of the club in the Georgian market?
A. Reform’s story began in 2018 with a clear vision—to create a space where people would have the opportunity to train in a modern and comfortable environment.
Interest in a healthy lifestyle has been growing year by year and the number of gyms has also increased. However, spaces where members can find a full range of infrastructure and services in one place are still relatively limited. Filling this gap was one of our main goals.
From the beginning, we also wanted these types of gyms to be accessible in different areas of the capital city of Tbilisi. The first Reform club opened in Gldani, one of the most densely populated districts of the city, where the need for such infrastructure was particularly noticeable.
Today Reform already operates four branches. In addition to Gldani, our fitness clubs are located in Nutsubidze, Ortachala and Nadzaladevi.
Q. What do you offer your customers today and what distinguishes Reform Sport Club from other fitness centers?
A. Today Reform offers customers a complete fitness and healthy lifestyle ecosystem that goes beyond just exercise. Our goal is to provide everything people need for a healthy and active lifestyle within a single space.
Our clubs are equipped with modern training equipment and we offer a wide range of group classes, professional trainer support and a comfortable and safe environment, along with additional services that enhance the overall experience for our members.
What truly differentiates Reform from other fitness centers is our approach to customers. For us, it is not only about infrastructure but also about the environment and culture we create. We strive to ensure that every member receives a personalized experience, feels supported and stays motivated to maintain a consistent training routine.
Q. What concrete steps have you taken in recent years that led to the status of a “dynamically developing brand”?
A. In recent years, the company has experienced significant growth. Both the number of branches and the number of employees and members have increased.
Over the past three years, we have opened three large branches, which is quite a challenging achievement in this industry. Carefully selected locations and high-quality facilities have resulted in strong demand from the very first day of opening.
As the company expanded, our team also grew significantly. Today, more than 150 people are employed within the organization.
Q. How important are infrastructure and technological equipment in the modern fitness industry? How do you maintain and update your standards?
A. Infrastructure and technological equipment are key factors in the modern fitness industry, as they create a safe, efficient and comfortable environment for members. Modern equipment, well-designed spaces, proper ventilation and high hygiene standards all contribute to better workout quality and higher customer satisfaction.
For this reason, our clubs are equipped with modern training machines and we continuously invest in upgrades and monitor global fitness trends to maintain high standards and introduce new technologies.
Q. Professional trainers are a key resource in the fitness industry. How do you select your team and ensure their professional development?
A. In the fitness industry, professional staff – especially trainers – are the most valuable resource, as their knowledge, experience and attitude shape the member experience.
We place great emphasis on recruitment, evaluating professional qualifications, practical experience and communication skills. At the same time, we support our team’s development through internal training, knowledge sharing, certification programs and education on modern fitness trends. We believe that a strong and professional team is the foundation of every successful company.
Q. How do you create an environment that inspires not only exercise but also motivation and a healthy lifestyle?
A. From the beginning, our goal was for Reform Sport Club to be more than just a gym. We wanted to create a space where people enjoy coming, feel motivated to train and gradually make fitness part of their lifestyle.
To achieve this, we focus not only on modern infrastructure and a comfortable environment but also on offering a variety of activities. Our members can choose from diverse group classes such as yoga, Pilates, aerobics, Zumba, boxing and functional training, allowing everyone to find the type of exercise that suits their goals and interests.
At the same time, our qualified trainers support members in training safely and effectively, offering guidance and recommendations when needed. We believe that the combination of modern facilities, diverse programs and a professional team creates an environment that encourages people to maintain a healthy and active lifestyle.
Q. What are your future plans? Are there plans for expansion, new branches, or additional services?
A. Our team is constantly working on development and improving our services. Our future plans include expanding the Reform Sport Club network and introducing new services to provide a more modern and comfortable fitness experience.
A key priority is opening new branches to make our facilities accessible in more areas of the city, while continuing to upgrade the infrastructure and equipment of our existing clubs.
Our main goal is for Reform to remain one of the most dynamically developing fitness brands in the industry.
Q. What message would you share with people who are still thinking about joining a fitness club but have not made the decision yet?
A. Today we all understand that regular physical activity is one of the most important factors for both physical and mental well-being.
However, people often hesitate because they believe starting a fitness routine requires a lot of effort or special preparation. In reality, the most important step is simply to begin.
Once a person starts moving and exercise gradually becomes part of their daily routine, the results soon become visible – energy levels increase, mood improves and overall quality of life becomes better.
That is why my advice to anyone who is still hesitating is simple: just try. Sometimes a single decision can become the beginning of a healthier, more active and happier life.
