Hard Candy Fitness

Hard Candy Fitness

Industry	Health clubs
Founded	2010
Founder	Madonna, Guy Oseary, Mark Mastrov
Headquarters	United States
Area served	Worldwide
Products	Gyms, Fitness programs, DVD series
Divisions	Berlin, Germany Mexico City, Mexico Milan, Italy Moscow, Russia Rome, Italy Santiago, Chile St. Petersburg, Russia Sydney, Australia
Website	www.hardcandyfitness.com

Hard Candy Fitness is a series of fitness centres which are a partnership between Madonna, her manager Guy Oseary and Mark Mastrov, the founder and CEO of 24 Hour Fitness. Founded in 2010, the venture now has centres in Berlin (8 clubs), Mexico City, Moscow, Rome, Santiago, St. Petersburg, and Sydney. In 2012, Madonna released a DVD series, Addicted to Sweat, in association with her personal trainer, Nicole Winhoffer. The motto for the company is "Harder is Better" and the company's name is a reference to Madonna's 2008 studio album Hard Candy.

History

The fitness clubs were founded in 2010 and are a partnership between Madonna, her manager Guy Oseary and New Evolution Ventures (NEV). An initial meeting between Mark Mastrov (the innovator behind 24 Hour Fitness and NEV) and Oseary was held in early in 2008. With Mastrov's partner Jim Rowley of NEV, Craig Pepin-Donat, the Vice President of Marketing and Development, along with Madonna and Oseary, they created the business venture.^[1]

The first club opened in Mexico City in November 2010 with Madonna visiting the gym on the 29th for the official launch.^[2] Since then the company has opened clubs in Russia, Australia and Chile. In January 2013, it was announced that a sixth fitness club would be opened in Rome, Italy in May.^[3] In June 2013, it was announced that a seventh fitness club would be opened in Berlin, Germany in September.^[4]

Locations

Opening	Region	Country	City	Address
2015 October	Europe	Italy	Milan	Via Parini 1, 20121
2015 October	Europe	Italy	Milan	Via Bronzino 15, 20121
2015 March	Europe	Germany	Fürth	Rudolf-Breitscheid-Straße[5]
2014 February	North America	Canada	Toronto	Aura building, 382 Yonge Street, 4th Floor, Toronto ON, Canada M5B 1S8
2014 January	Europe	Italy	Rome	Viale Romania, 22, 00197 Roma
2013 October	Europe	Germany	Berlin	Truman Plaza, Clayallee 171 - 177, 14195 (and 7 other locations by late 2014)[6]
2013 August	Europe	Italy	Rome	Via Capo D'Africa 5, 00184, HCF Colosseo 06-70490452 HCF Parioli 06-8075577
2012 September	Oceania	Australia	Sydney	48 Druitt Street, Sydney, NSW Australia 2000
2012 July	South America	Chile	Santiago	Araucano Park, Araucanian, Presidente Riesco 5330, Las Condes
2011 December	Eurasia	Russia	Moscow	B.Kislovskiy per 9
2011 July	Eurasia	Russia	St. Petersburg	Petrogradskaya nab., 18, 197046
2010 November	North America	Mexico	Mexico City	Bosque de Duraznos No. 47, Col. Bosque de las Lomas. 52457550 y 51

Source:^[7]

DVD series

The enterprise launched a DVD series, Addicted to Sweat, in 2012. They feature the exclusive programs created by Madonna and demonstrated by her personal trainer Nicole Winhoffer. The videos were previously available only at the fitness clubs.^[8]

The following are included in the Addicted to Sweat series:

• Volume 1 – Dance: Get Sweat –structured like a dance class, Winhoffer breaks down all steps in this tutorial-style DVD.
• Volume 2 – Jaw Breaker Towel: Slippery When Wet – a unique, total body conditioning workout that targets every muscle during a short, intense routine that pays special attention to abs, core, arms, chest and back.
• Volume 3 – Dance: Wet, Wet, Wild – building from Volume 1, featuring more diverse moves that increase the power of the workout.
• Volume 4 – Jaw Breaker Chair: Dripping Wet – chair and the floor workout aimed at sculpting, toning and tightening the entire body.

References

1. "Madonna To Open "Hard Candy" Fitness Centers Around The World". Madonna.com. 2010-10-25. Retrieved 2013-01-01.
2. Lee, Joyce (2010-10-26). "Madonna to Open "Hard Candy" Gym Chain". CBS News. Retrieved 2010-11-11.
3. Capiaghi, Alice (2010-10-25). "Madonna fitness in Rome". Vogue Italia. Retrieved 2013-01-02.
4. Capiaghi, Alice (2013-06-03). Hard Candy Fitness http://www.hardcandyfitness.com/en/off-the-press/press-releases/madonna-to-open-hard-candy-fitness-in-berlin/. Retrieved 2013-06-03. Missing or empty |title= (help)
5. http://www.hardcandyfitness.de/fitness-club.html
6. http://www.hardcandyfitness.de/fitness-club.html
7. "Hard Candy Fitness: The Club". Hard Candy Fitness: Official Website. Retrieved 2013-01-01.
8. "Madonna's Hard Candy Fitness® Launches First Fitness DVD Series: 'Addicted To Sweat'". PR Newswire. 2012-09-05. Retrieved 2013-01-01.

External links

• Official website