DREAM FIT: a new chapter in the history of the ZHARA Fit brand
The ZHARA Fit fitness club chain announces the start of a new stage in the company's development and rebranding. Meet DREAM FIT. The changes reflect the company's ambitious plans to expand opportunities for customers, shape its modern positioning, and create the most comfortable space possible.
ZHARA Fit was created as a project that brings together people for whom fitness is not just a sport, but a lifestyle. Over the years, the clubs have earned a reputation of an affordable and comfortable space for training, communication, and development. Today, the brand is reaching a new level.
DREAM FIT is an updated concept that combines the energy and drive of ZHARA Fit with a new modern approach to fitness. At the heart of the positioning is the idea of dreaming about yourself in the best shape: strong, healthy, and confident.
For customers, the changes mean more than just a new name. DREAM FIT offers:
updated training and personal coaching programs
new fitness directions and activities
regular events and community events
redesigned club interiors that create a modern and inspiring atmosphere
a new brand identity that reflects the fresh style and philosophy of DREAM FIT.
The new brand concept is based on three principles:
– Environmental friendliness: the clubs are equipped with exercise machines that generate electricity. The company has eliminated paper and plastic wristbands, using digital solutions and encouraging customers to bring their own water bottles.
– Fashion: DREAM FIT is not only about sports, but also about style. DJs play in the clubs, and popular stars and bloggers can be found among the visitors.
– Technology: memberships are available on smartphones, entry is via QR code, and the clubs are equipped with high-tech exercise machines from leading global manufacturers.
One of the key aspects of the chain is flexible pricing. The company has developed a unique pricing system: the cost of a club card directly depends on the age of the customer. For teenagers aged 14 to 19, the price of a membership is equal to their age (14 years old — 14,000 rubles, 15 years old — 15,000 rubles, and so on). From the age of 20, the card costs from 19,900 rubles. This approach makes sport accessible to different age groups and encourages an active lifestyle from an early age.
Rebranding is not only a visual update, but also a strategic step that opens up new horizons for the brand and its customers. DREAM FIT continues the mission of ZHARA Fit, helping people find energy for life, become stronger and more confident — but now does so in a new format that meets the expectations of today's audience and the trends of the fitness industry.
DREAM FIT is part of the Fitness by Emin Agalarov holding company, which brings together a number of clubs. Despite its affordable prices, the quality of services remains at the highest level: trainers are trained by top specialists from Crocus Fitness, and a unified approach to training programs guarantees a high standard of service.