NEW YORK: Pop music icon Madonna will launch a chain of fitness clubs, with the first to open in Mexico City next month, her business partners in the new venture announced on Monday. “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), 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 including music space, light and other design cues. Madonna's touch will be everywhere,” Mastrov said. The first “Hard Candy” club – named after the last album by the pop singer – will open in a 30,000 square foot space in the Mexican capital. Madonna is to attend its unveiling on Nov. 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 will be a sanctuary for members who will be able to relax in sauna and steam rooms.” The statement added that Madonna throughout her career has been a devotee of fitness and well-being, 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 work out 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,” to be sold at Macy's department stores. – Agence France
