Georgia’s fitness services market has doubled since the pandemic due to growing interest in health and wellness. However, industry representatives say that high taxes and operating costs are making fitness less accessible to the wider population. They argue that, following the example of Western countries, Georgia should offer tax breaks to fitness businesses and reduce future healthcare expenses.
According to Giorgi Asatiani, founder of Oktopus Fitness Club, only about 2% of Georgians exercise regularly, several times lower than the European average. He notes that while the pandemic increased awareness of physical and mental well-being, the industry’s growth is limited by heavy taxation, rising rents, and high utility bills. In Europe, sports and wellness centers often enjoy VAT exemptions and other benefits, but Georgia offers no such support, which directly drives up consumer prices.
“Prices in our market are relatively high because our operational costs are high,” Asatiani explained. “Both in Tbilisi and Batumi, we’re seeing a rise in expat clients who are particularly interested in fitness and wellness.” Oktopus Fitness Club plans to celebrate its 10th anniversary next year with a major expansion, opening a 2,500-square-meter fitness and wellness center in the Biographer Living complex, featuring a 25-meter pool, modern spa, and innovative health services.
Despite the sector’s steady development, fitness participation in Georgia remains low. Industry leaders hope that, alongside new projects and growing awareness, the government will consider policies that promote a healthier lifestyle. As Asatiani emphasized, greater support for the fitness sector could have a long-term positive impact, both on public health and the economy.
