Madonna Opening Hard Candy to Keep You Fit

Madonna in partnership with her manager Guy Oseary and New Evolution Ventures (NEV) announced the establishment of Hard Candy Fitness global gyms which will open in major cities around the world.

The first Hard Candy Fitness is a 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.

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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)

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, it was said Monday, Oct. 25, in a statement from Hard Candy Fitness.

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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, the statement said.

Mastrov, his partner Jim Rowley of NEV, Craig Pepin-Donat, the VP 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.

Chris Dedicik, Hard Candy’s managing director commented, “Hard Candy Fitness is a one of a kind experience merging fitness with entertainment.”

Hard Candy Fitness members will experience new training methods including private, group and dynamic training.

It will also include 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, the statement said.

Members will also get cardiovascular equipment with personal viewing screens, more than 60 pieces of strength equipment / free weights and the group fitness, functional training accessories and brands including PreCor, Hoist, Free Motion, Nautilus, Hammer Strength, StarTrac, AbCoaster, and TRX suspension training.

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