Like A Gym Rat
It will be a partnership between Madge, manager Guy Oseary and New Evolution Ventures, which includes 24 Hour Fitness founder Mark Mastrov.
The first location is to open Nov. 29 in Mexico City, with Madonna making a personal appearance at the 30,000-square-foot gym.
Additional Hard Candy Fitness locations are in the works for Russia, Brazil, Argentina and throughout Europe and Asia. The chain aims to create opportunities and local partnerships for facilities that combine fitness, fashion and entertainment.
“Our goal is to create an environment inspired by Madonna’s vision and high standards of what the ideal gym would 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. Madonna’s touch will be everywhere,” Mastrov said.
The name is taken from Madonna’s 2008 album, Hard Candy.