Pop queen Madonna, in partnership with her manager Guy Oseary and Mark Mastrov, chairman of New Evolution Ventures (NeV), announced the opening of the second Hard Candy Fitness Center in Moscow.
It is projected to open in mid-March 2011. The new facility will be a 35,000 square foot space located near Red Square. Moscow’s Hard Candy Fitness gym will also include a partnership with Irina Razumova, founder of the Russian chain Planet Fitness. The announcement was made Thursday, Dec. 9.[ Also Read: Venus Williams Brand Ambassador for EA Sports ]
Madonna has been slowly spreading her tentacles in the business world. MG Icon, a joint venture between Madonna and Iconix Brand Group, recently announced its Fall 2010 marketing campaign for newly created junior brand Material Girl, available at Macy’s.
The Material Girl collection is designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department. (Read: Madonna Plans to Promote Material Girl)[ Also Read: Kate Moss Comes to Promote Vintage Muse ]
The news of the Moscow location comes on the heels of the opening for the brand’s premiere location last week in Mexico City, which featured a special dance class taught by Madonna.
“It’s especially exciting to have the second Hard Candy Fitness open in Moscow as I really enjoyed the city and the people when I visited during my ‘Sticky & Sweet Tour’,” commented Madonna.[ Also Read: Bondi Helps Playboy Hug Digital Media ]
Mastrov, his partner Jim Rowley of NeV, along with Madonna and Oseary are in the planning stages of opening 10 additional Hard Candy locations in Russia, Brazil, Argentina, Europe and Asia.
According to NeV, they are currently exploring opportunities around the globe for facilities that will offer a unique member experience in all aspects including curriculum, environment and fashion.[ Also Read: Tech Touch for Women’s Intimate Apparel ]
“Our goal is to create an environment around the world inspired by Madonna’s vision and high standards. Hard Candy Fitness Centers will be a reflection of Madonna’s point of view and will reveal her input on every detail including music, design and class curriculum. Madonna’s touch will be everywhere,” stated Mastrov.
The Moscow Hard Candy Fitness Center along with others in the planning stages will include proprietary Hard Candy Fitness programming inspired by Madonna and her dance team.
These centers will offer a Bike Studio as well as a Mind Body Studio, featuring The Great Wall, where members can practice BarWorks, Sculpting, Capoeira and the newest trends in Yoga.
Moreover, according to NeV, members will benefit from cardiovascular equipment with personal viewing screens, more than 60 pieces of strength equipment/free weights, and other training accessories.