Your Space: Revolutionizing Women's Fitness in Armenia with a New Brand Identity

Located primarily in Yerevan, Armenia, Your Space is a pioneering chain of fitness centers designed exclusively for women, offering a comprehensive approach to health and wellness in a nurturing environment. This innovative concept has been backed by the EBRD’s Women in Business programme and the Swedish International Development Cooperation Agency (Sida), aiding Your Space in crafting a vibrant new brand identity complete with a dynamic logo and user-friendly website to enhance its visibility and solidify its local presence as it prepares for expansion.

Founding Story

Founded in 2018 by the visionary Lusine Poghosyan, Your Space emerged from her extensive background in health and fitness combined with her entrepreneurial drive. Lusine identified a unique market need in Yerevan for upscale yet accessible fitness clubs focused on superior services and exceptional group workouts catered specifically to women. Her network now includes four fitness centers and three spa centers, emphasizing quality and affordability.

Unique Selling Proposition

What distinguishes Your Space is its commitment to fostering a supportive community where women can pursue their fitness goals in a non-intimidating atmosphere. The centers offer customized fitness classes, personal training sessions, and spa services, all tailored to meet the unique wellness needs of women. The experienced team of trainers and beauty experts at Your Space ensures a personalized experience for every client.

In addition to its bespoke services, Your Space prioritizes customer convenience and affordability, adapting to the fast-paced modern lifestyle with flexible scheduling and innovative online platforms. This allows clients to manage their fitness routines and spa appointments effortlessly, supporting their wellness journeys from anywhere at any time.

Brand Reinvention

With the support of the EBRD, Your Space undertook a significant rebranding initiative, moving away from its original logo, hand-drawn by Lusine, to a distinctive and contemporary design. This new logo uses elongated typography to symbolize the fitness journey, personal growth, and self-confidence, enhancing the brand’s market presence in Armenia.

Lusine praises the rebranding effort, noting its crucial role in making the company more marketable and facilitating online engagement, which has significantly boosted sales and provided a clear path for future growth.

Looking Ahead

Your Space is rapidly gaining popularity through word-of-mouth, indicating a strong market demand for women-only fitness and spa facilities in Armenia. Lusine continues to lead in developing community spaces that promote health, wellness, and social connectivity among women. Despite facing challenges like economic downturns and the COVID-19 pandemic, her optimism and proactive approach point towards potential international expansion and continued success in empowering women to prioritize their health and fitness.