Madonna is launching a global gym chain, which aims to “give its members a gym experience that blends fitness with entertainment”.
Called the Hard Candy Fitness Centers (named after Madonna’s 2008 album), the first gym will open in Mexico City at the end of November, followed by another nine fitness clubs in Brazil, Argentina, Russia and throughout Europe and Asia.
“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) in a press release on Madonna’s website.
Club members are promised ‘the very best in innovative training methods’ and ‘new programming designed specifically for Hard Candy Fitness’ as well as a Mind Body Studio featuring the Great Wall, a Bike Studio, state of the art cardiovascular equipment with personal viewing screens, a healthy Juice Bar/Café as well as ‘lavish locker rooms’.
“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,” Mastrov continued.
Madonna will attend the opening celebrations of Hard Candy Fitness Center in Mexico City on November 29.
- Inger Smith