Madge Wants to Pump You Up
To the delight of Muscle Marys everywhere, The Material Girl is getting into the fitness business. Madonna and her business partners Guy Oseary and New Evolution Ventures (NEV) are opening Hard Candy Fitness centers in major cities around the world. The first, a 30,000-square-foot facility, is opening – not in Philly, sadly – but in Mexico City late next month.
Named for one of her recent albums, Madonna even helped design a few of the workout programs that combine exercise and dance routines. “Madonna’s world tours have taken us to many of our favorite cities around the world,” says Oseary, in a press statement. “Our goal is to create an environment inspired by Madonna’s vision and high standards of what the ideal gym should 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.”
Plans are already in the works to open 10 more locations in Russia, Brazil, Argentina and throughout Europe and Asia.
“Hard Candy Fitness is a one-of-a-kind experience merging fitness and entertainment,” explains Chris Dedicik, Hard Candy’s managing director. He says members will enjoy traditional classes, such as Zumba, Latin Moves and Cardio Kickboxing. Each center will also be equipped with a Bike Studio, Mind Body Studio, featuring The Great Wall, where members can practice BarWorks, Sculpting, Capoeria and trends in Yoga. It’ll also house a juice bar cafe and deluxe locker rooms with sauna and steam rooms.
“Madonna’s touch will be everywhere,” says Oseary.