Madonna opens HARD CANDY FITNESS center

--------

m adds ‘gym owner’ to her resume
By Chatty Kathy, on October 25th, 2010



Madonna is not only a hit pop star, she’s a business. She ranked
10th on our most recent Celebrity 100 List with $58 million in
earnings. She has starred in and produced movies. She has a line of
children’s books. She’s launched her own clothing line (with her
daughter Lourdes) and now Madonna is moving into the world of fitness.
The Material Girl has partnered with Mark Mastrov, the founder of 24
Hour Fitness gyms, to open a new line of fitness centers named Hard
Candy after Madonna’s 2008 album.

The first gym will open in Mexico City in mid November and the
singer herself is slated to visit on November 29th. According to a
press release, the gym will be 30,000 square feet and feature “the very
best in innovative training methods” with classes in things like Zumba,
Latin Moves and specially-designed classes. (Voguing maybe?)
Also “the lavish locker rooms built with the finest materials will be a sanctuary for members.”
There are plans to open ten more gyms in places like Russia, Brazil,
and Argentina but not the U.S. I contacted New Evolutions Ventures
(Mastrov’s company) but have yet to hear back about why they are
avoiding The States. It could be because the U.S. is currently
saturated with gyms and some established chains are struggling. Bally
Total Fitness, which competes with 24 Hour Fitness, has twice filed for
bankruptcy.

The new partnership makes sense for Madonna who, at 52, seems to
defy the aging process. The singer has always been associated with
trends like yoga and Pilates and she has the arms to prove it.
But with only a few gyms opening worldwide, don’t expect Madonna’s
newest venture to contribute much to her earnings come next year’s
Celebrity 100 list. She’ll still make most of her money from touring.
In 2009 her shows brought in $6 million per night and there are rumors
a new tour is in the works for next year. She’s also got an ad campaign
with Dolce & Gabbana.

Source: http://blogs.forbes.com/dorothypomerantz/2010/10/25/madonna-adds-gym-owner-to-her-resume/

November Avenue wrote:

Madonna opens HARD CANDY FITNESS center

That is pretty cool. I aspire to look half as great as she does at my age, so it seems that is a natural marketing endeavor for the material girl.

November Avenue wrote:

Madonna opens HARD CANDY FITNESS center

I love M's music, but this is a dumb idea, in my opinion. Who would go to Hard Candy anyway? There are plenty of other fitness clubs that are more affordable. People don't want to spend an exorbant amount of money to sweat like a pig. This business is going to fold in this economy. And God knows why she named it after her worst album.