Herbalife, a global nutrition and wellness company, continues to build its presence in the Georgian market by combining science-based nutrition, a strong Independent Associates’ network, and a community-oriented business model.
“We are proud to be a devoted partner in Georgia’s journey toward a modern wellness era, combining the human touch of our community with the cutting-edge technology of 2026,” says Irakli Chachanidze, Senior Business Support Manager in the Caucasus at Herbalife.
Celebrating 15 years of operations in Georgia, Herbalife highlights its continued focus on balanced nutrition, consumer education, and community development through its network of Independent Associates.
In this interview for Golden Brand, Irakli Chachanidze discusses the company’s market positioning, product demand trends, and the role of community and innovation in shaping the future of wellness in Georgia.
Q. This year is particularly significant for Herbalife, as the company celebrates its 15th anniversary in Georgia. Looking back, how would you describe the company’s evolution into a market-leading balanced nutrition and wellness community?
A. Our 15-year milestone is a testament to the synergy between Herbalife’s global expertise and the vibrant spirit of the Georgian people who embrace active and healthy lifestyle and help others live their best lives. Our initial step was launching high quality nutrition products in Georgia but today Herbalife evolved into a massive, community-driven platform integral to Georgia’s lifestyle.
We proudly support over 2,000 Independent Associates across the country who are the heart and soul of our business. Our geographic reach spans more than 15 large and small cities across Georgia through Healthy Lifestyle Clubs run by Independent Associates, providing product access, nutrition advice, and community support whether in Tbilisi, Batumi, or smaller towns. Online weight-loss marathons extend personalized wellness to every corner.
Q. Speaking of recognition, Herbalife has become a regular Golden Brand award winner in the “Balanced Nutrition” category. What does this mean for the brand’s credibility in 2026?
A. Receiving the Golden Brand award for the fifth consecutive year is a profound honor for Herbalife Georgia. It perfectly correlates with the fact that Herbalife has been the #1 weight management and well-being brand in the world for seven consecutive years*.
In Georgia, for sure, the Golden Brand award acts as a “seal of quality” from both experts and consumers and it affirms that our commitment to international standards and science-backed nutrition resonates deeply with the Georgian people. This success stems from our Independent Associates strong client partnerships, helping them use products efficiently to meet nutritional goals — a tribute to the trust built over a decade and a half.
Q. The wellness market is crowded, yet certain Herbalife products remain “gold standards.” Which ones are driving the market in Georgia?
A. Our product portfolio is built on the foundation of science and local relevance. In Georgia, the Formula 1 Protein Shake remains our absolute bestseller. We offer six delicious flavors locally, catering to the diverse tastes of our consumers. It is also important to clarify a common misconception: Formula 1 is a high-quality meal replacement and protein shake so it is not a food supplement. This product provides a balanced meal with the right ratio of protein, fiber, and essential vitamins. It takes two minutes to make a protein shake, so today’s busy lifestyle really makes such a product quite essential.
Another product for people with a high-paced urban lifestyle is our Formula 1 Express protein bar. It is balanced nutrition too in a smart format because it is available for clients even on the go. We absolutely see a demand from Herbalife’s clients in products which perfectly fit in with modern lifestyle.
Q. We have also noticed a buzz on social media regarding your beauty-focused products. How is that segment performing?
A. You are likely referring to the Collagen Skin Booster**. We have launched this inner nutrition product last year and it perfectly embodies our “beauty from within” philosophy. Since its launch, it has become a “trendy” staple, warmly welcomed by local Georgian influencers and wellness enthusiasts who especially highly appreciated the taste of the product. Herbalife’s Collagen Skin Booster bridges the gap between nutrition and skincare, proving that what you put into your body is just as important as what you put on your skin.
Q. You previously mentioned the power of the Herbalife community which inspires your clients to join a healthy lifestyle. How does this manifest in Georgia specifically?
A. In Herbalife, “community” is not just a corporate buzzword; it is our greatest differentiator. Unlike a usual store where you buy a product and are left on your own, our Independent Associates provide a support system. This is why our Healthy Lifestyle Clubs and Marathons are so attractive — they are hubs of motivation and common activities. People may adhere to new healthy lifestyle habits, reinforce their physical shape, find soulmates etc.
Our community is also very active in the public eye. You may see the Herbalife team and our Independent Associates regularly participating in the Tbilisi Marathon and other sport events. Now it is easy to follow the lifestyle of Herbalife Georgia community in corporate social media accounts in Instagram and TikTok.
We also have a local fitness expert, Kristina Bokuchava, to ensure our community has access to professional physical training, support and motivation at Herbalife’s local events.
Q. Global wellness trends are constantly changing. Which international trends resonate most strongly with the Herbalife brand?
A. It is important to note that even after Herbalife’s 45-year global anniversary, the company continues its development and goes deeply into modern wellness trends and the key one is personalizing nutrition highly supported by modern technology tools. Our company currently has a transformation era, we are moving toward a globally leading wellness company, community and platform. The heart of this transformation is the Pro2Col program as well as partnership with Link BioSciences and Bioniq companies. Pro2col is Herbalife’s next-generation, digital, personalized wellness operating system that supports daily engagement, sustainable behavioral change, and measurable outcomes through a data-driven approach.
Such initiatives will allow us to offer a broader range of personalized supplements and product recommendations tailored to individual needs. Together, with our Independent Associates community, these capabilities will provide a more powerful personalized wellness experience powered by both science and human connection.
Q. We have heard that your famous long-time global ambassador, Cristiano Ronaldo, has taken a more significant role in this specific initiative. Is that correct?
A. Yes, and this is one of our most exciting updates for 2026. Cristiano Ronaldo has been our global ambassador for years, but his involvement has now reached a new level. He has personally invested $7.5 million in Pro2col™ Software. As an athlete who has built his career on peak performance and data-driven training, Ronaldo’s alignment with our digital, personalized wellness platform is a perfect match. His belief in our future steps underscores our move toward becoming a world leader in tech-enabled wellness.
Q. With 15 years of success behind you, what is the final message you would like to send to the business community and Herbalife consumers in Georgia?
A. I want to express to everyone a huge gratitude for five-year recognition in the balanced nutrition category and to thank our Independent Associates who led the company to such success. We will continue expanding our product portfolio, invest in the latest nutritional science, and empower more people to lead an active lifestyle with balanced nutrition products.
* Source: Euromonitor; CH2026ed, Weight management & wellbeing definition; combined % RSP share GBO for 2025.
**Food supplement. Food supplements cannot replace a wholesome, balanced nutrition.
