Madonna to open fitness clubs

2010-10-26 09:38

Pop icon Madonna would launch a chain of fitness clubs, with the first to open in Mexico City next month, her business partners in the new venture announced yesterday.

“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, which is launching the clubs in partnership with the Material Girl and her manager, Guy Oseary.

“Hard Candy Fitness will be a reflection of Madonna’s point of view and will reflect her input on every detail.

“Madonna’s touch will be everywhere,” Mastrov said.

The first Hard Candy club – named after the pop star’s previous album – will open in a 30 000 square foot space in the Mexican capital.

Madonna will attend its unveiling on November 29, according to the press release.

The statement said that Hard Candy Fitness promises “the very best in innovative training methods”, including “state of the art cardiovascular equipment” and an array of classes, “including yoga and capoeira”.

It will also boast a juice bar cafe and “lavish locker rooms built with the finest materials”.

The statement added that Madonna throughout her career has been a devotee of fitness and wellbeing, and that after having “worked out in literally hundreds of gyms around the world, she has a strong vision on what the ideal exercise, dancing and workout environment should be”.

It is the latest business venture by Madonna, who in recent months has been diversifying her worldwide brand beyond the realm of pop music.

Earlier this year, Madonna announced plans to launch, along with her teenage daughter, Lourdes, a line of teen clothing called Material Girl that will be sold at Macy’s department stores.

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