Move over Curves. Madonna is gunning for you in her latest entrepreneurial venture. She has partnered up with her manager, Guy Oseary and New Evolution Ventures (NEV) to establish a chain of gyms worldwide called Hard Candy Fitness.
The first gym opens on November 29 in Mexico City with Madonna in attendance. The initial location, in the city's Bosques de las Lomas area, will be 30,000 square feet.
The new venture started to take shape in early 2008 when she met with her manager and Mark Mastrov who had built an empire of 420 24 Hour Fitness Clubs in 16 countries.
Mastrov, along with his partner Jim Rowley of NEV and Craig Pepin-Donat, the Vice President of Marketing and Development would eventually join with Oseary and Madonna in the initial planning for the new chain which is expected to open ten additional 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.
"Our goal is to create an environment inspired by Madonna’s vision and high standards of what the ideal gym would be. 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." stated NEV Chairman Mark Mastrov.
From the company's press release:
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, Capoeria 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.
