Pop star Madonna in partnership with her manager Guy Oseary and New Evolution Ventures (NEV) announced the establishment of ‘Hard Candy’ Fitness global gyms – named after the last album by the pop singer – which will be opened in major cities around the world.
“Our goal is to create an environment inspired by Madonna’s vision and high standards of what the ideal gym would be,” said Mark Mastrov, chairman of New Evolution Ventures (NEV), which is launching the clubs in partnership with the Material Girl and her manager Guy Oseary.
The press release said that “throughout her career Madonna has been devoted to fitness and well being 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.”
Mastrov also said: “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,”
The first ‘Hard Candy’ Fitness club is a beautiful and uniquely designed 30,000 square foot space which is scheduled to open in Mexico City mid November in the exclusive Bosques de las Lomas area. Madonna will be visiting the gym on the 29th of November for the official launch.
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 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 and etc.
Mastrov with Madonna and Oseary are now in the planning stages of opening 10 more locations in Russia, Brazil, Argentina and throughout Europe and Asia.
“Madonna’s world tours have taken us to many of our favorite cities around the world. We are looking forward to opening Hard Candy Fitness with NEV in many of these same places,” commented Oseary.
Chris Dedicik, Hard Candy’s Managing Director commented, “Hard Candy Fitness is a one of a kind experience merging fitness with entertainment. We are dedicated to exceeding the expectations of our members.”
However, while 24 Hour Fitness claims to have more than 400 locations in countries including the United States, no U.S locations for ‘Hard Candy’ have been announced.
It is the latest business venture by Madonna, who in recent months has been diversifying her worldwide brand beyond the realm of pop music.
Earlier this year, Madonna announced plans to launch, along with her teenage daughter Lourdes, a line of teen clothing called “Material Girl,” to be sold at Macy’s department stores. [PR News Wire via Daily Telegraph (UK), My Fox Memphis and Yahoo! News]