Hard Candy Fitness

Hard Candy Fitness

Industry	Health clubs
Founded	2010 (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

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

External links

• Official website