Hard Candy Fitness
 |
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| Industry | Health clubs |
|---|---|
| Founded | 2010 |
| Founder | Madonna, Guy Oseary, Mark Mastrov |
| Headquarters | United States |
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Area served
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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 |
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.
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.
The first club opened in Mexico City in November 2010 with Madonna visiting the gym on the 29th for the official launch. 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. In June 2013, it was announced that a seventh fitness club would be opened in Berlin, Germany in September.
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Wikipedia