Inclusive sports in Tashkent: how Tribe is transforming children's lives and what drives the project's growth.

Today, business is not only about money but also about its impact on society. An increasing number of companies are taking on social responsibility, and investors are focusing on projects that deliver real benefits. One such initiative is Tribe — a unique crossfit gym in Tashkent, where sports assist children with Down syndrome, autism, orphans, and students from specialized colleges with intellectual disabilities.

Fitness that Changes Lives

Tribe is not just a crossfit space; it’s a gym where both adult and young athletes train. Special sessions are held for children with Down syndrome, autism spectrum disorders, orphans, and students from special colleges for children with intellectual disabilities. These training sessions promote their physical development, socialization, and boost their self-esteem. In 2024, 99% of the gym's revenue was directed towards supporting these programs, and over 45 children receive free training sessions with coaches every week.

“Our son used to be very withdrawn, but after attending classes, he has become more active, made friends, and learned to perform exercises we never dreamed he could,” shares one of the mothers.

For the project to be sustainable, it requires not only a noble initiative but also effective management. That’s why ProjectSME — a team of strategic consulting experts — became involved with Tribe.

How ProjectSME Helped Tribe Grow

ProjectSME’s mission was to ensure that Tribe not only survived on enthusiasm but also had the capacity to grow and achieve sustainability. The first step was to reassess pricing, optimize expenses, and implement a management accounting system — this helped increase profits by 15% and make the program more sustainable.

Next came the operational processes. Training sign-ups were automated, schedules were optimized, and coaches began working with clear performance indicators (KPIs). All of this allowed for a 25% increase in gym usage and attracted new clients.

And of course, marketing. A loyalty program was launched, a referral system was developed, and digital activities were created — as a result, the base of regular clients grew by 12-13%.

“We understood that Tribe is not just a charitable project or a socially oriented business; it’s a genuine social innovation. Our goal is to ensure it can operate for many years, helping an increasing number of children,” says Marat Smagin, founder of ProjectSME.

Scaling and New Opportunities

Now Tribe is preparing for the next steps in establishing sustainability and expansion:

• A second gym is planned to open in Nukus.
• An educational platform for trainers will be launched.
• An endowment fund — a special financial reserve created to support important causes, such as charitable organizations. The money in this fund is not spent immediately; instead, it is saved and invested to generate profits. This profit is then directed towards necessary projects, allowing the fund to provide support for years without depletion.
• In the future, the project may become a franchise and aims to reach at least 200 children across Uzbekistan, for whom Tribe was created.

Business and social missions can go hand in hand. Perhaps initiatives like these set a new standard for the business of the future — responsible, sustainable, and genuinely beneficial to society.

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