Madonna, in partnership with her manager Guy Oseary and New Evolution Ventures (NEV), announced the establishment of Hard Candy Fitness Centers, which will open in major cities around the world.
The first Hard Candy Fitness is a uniquely designed 30,000-square-foot space that is scheduled to open around mid November in Mexico City, in the exclusive Bosques de las Lomas area. Madonna will be visiting the gym on November 29 for the official launch.
Throughout her career, Madonna has been devoted to fitness and wellness and has worked out in literally hundreds of gyms around the world. As a result, she has a strong vision on what the ideal exercise, dancing and work out environment should be. The direction for how to bring that vision to the fitness world began to take shape during an initial meeting between Mark Mastrov, the innovator behind 24 Hour Fitness and Guy Oseary early in 2008. Mastrov has built a fitness empire of over 420 clubs in 16 countries.
Mastrov, his partner Jim Rowley of NEV, Craig Pepin-Donat, the Vice President of Marketing and Development, along with Madonna and Oseary, are now in the planning stages of opening 10 more locations in Russia, Brazil, Argentina and throughout Europe and Asia. In addition, they are currently exploring opportunities and local partnerships around the globe for facilities where fitness, fashion and entertainment create a unique member experience.
“Madonna’s world tours have taken us to many of our favorite cities around the world, Oseary said. “We are looking forward to opening Hard Candy Fitness with NEV in many of these same places.”
“Our goal is to create an environment inspired by Madonna’s vision and high standards of what the ideal gym would be,” said NEV chairman Mark Mastrov. “Hard Candy Fitness will be a reflection of Madonna’s point of view and will reflect her input on every detail including music space, light and other design cues. Madonna’s touch will be everywhere.”
Chris Dedicik, Hard Candy’s Managing Director said, “Hard Candy Fitness is a one-of-a-kind experience merging fitness with entertainment. We are dedicated to exceeding the expectations of our members.”
Hard Candy Fitness members will experience the very best in innovative training methods including private, group and dynamic training including traditional classes such as Zumba, Latin Moves and Cardio Kickboxing as well as new programming designed specifically for Hard Candy Fitness. The fitness center will also include a Bike Studio, a Mind Body Studio featuring The Great Wall, where members can practice BarWorks, Sculpting, Capoeira and the newest trends in Yoga. It will also house a healthy alternative Juice Bar/Cafe. The lavish locker rooms built with the finest materials will be a sanctuary for members who will be able to relax in sauna and steam rooms.
Members will also benefit from state-of-the-art cardiovascular equipment with personal viewing screens, more than 60 pieces of strength equipment/free weights and the best group fitness, functional training accessories and brands including: PreCor, Hoist, Free Motion, Nautilus, Hammer Strength, StarTrac, AbCoaster and TRX suspension training.
