Ashia—meaning “life” and “hope”—is more than just a cheetah center. It’s a vital part of Africa’s conservation efforts, where passion, science, and determination come together to protect one of the continent’s most endangered animals.
Located just outside Cape Town in the scenic town of Paarl, Ashia’s Cheetah Center has been leading the way in cheetah conservation since it opened in 2018. Their mission is simple but powerful: to stop the decline of wild cheetah populations through rescue, rehabilitation, rewilding, and research.
Driven by the belief that real conservation takes smart, science-backed decisions and ethical animal care, Ashia has grown from a single idea into one of Africa’s most successful cheetah programs. So far, they’ve helped over 200 cheetahs – through release into the wild, relocation to different places, or through rescue and rehabilitation from injury.
Ashia’s Cheetah Center is the heart of the operation. It’s not a zoo – it’s a carefully designed space where cheetahs can get ready for life in the wild. Young mother-reared cheetahs from a captive background learn independence in small steps, while rescued or orphaned cheetahs are rehabilitated with the help of expert vets and caretakers. And for those that can’t be released, the center offers a safe forever home.
Since opening, the Center has cared for more than 50 cheetahs and welcomed over 5000 visitors, all of whom walk away with a deeper appreciation for ethical, science-based conservation.
Ashia does much more than care for animals on-site. Research is at the heart of everything they do. They’ve contributed to advanced genetic studies to help keep South Africa’s cheetah population strong and healthy. Their Phased-Reintegration (Wilding) Program—a careful, step-by-step process to reintroduce cheetahs into the wild—has set a new standard in conservation, with a high rate of cheetahs successfully adapting, having had cubs of their own in the wild, and their cubs also have become mothers or fathers themselves.
Ashia also opens its doors to the public. Whether you’re a student, a researcher, or simply an animal lover, there are ways to get involved. From hands-on volunteering to conservation-focused working holidays, Ashia gives people the chance to contribute—whether it’s for a few days or a few months. A pre-booked visit offers the chance to see the cats in their care and learn about the conservation work on a guided tour.
Over the last years, their work has reached up to North-West Africa, Malawi, Zambia, Mozambique and Angola working on various projects with partners such as African Parks, Peace Parks and other NGOs. Ashia’s biggest financial and co-ordination efforts are currently going into the Free-Roaming Cheetah Census. This project was developed with top universities and the Cheetah Outreach Trust to study wild cheetahs that live outside protected areas, some of Africa’s last true nomads.
At the core of Ashia’s work are the stories that bring it all to life. Like Khatu, a once-captive cheetah now thriving in the wild with 13 successfully raised cubs and several grand-cubs roaming protected reserves.
Ashia reminds us that conservation is tough—it takes time, patience, and hard work. But it’s absolutely worth it. Every rescued cheetah, every release, every tracking collar, and every volunteer makes a real impact.
If you’d like to be part of this incredible journey—by visiting, volunteering, or simply sharing their story—Ashia welcomes you.
Learn more at ashia.co.za