Confessions on the stationary bike: Madonna launching Hard Candy Fitness Centers
So long, sex, drugs and rock 'n' roll, and hello meditation, energy drinks and yoga. We're in a new era of rock 'n' roll healthiness, one where Mick Jagger adheres to a strict diet, No Age spreads the gospel of veganism and now Madonna is opening a fitness center chain. The artist formerly known as the Material Girl has provided lessons in body image throughout her career, and Mexico City's Hard Candy Fitness is the latest addition to her aspirational brand.
Hard Candy Fitness will have its grand opening Nov. 29, according to a release, and Madonna will be on hand to welcome the 30,000-square-foot club to her portfolio, which also includes children's books and a fashion line. The gym's name, which doubles as the title of a creepy film starring a young Ellen Page and an Oregon strip club (thanks, Google) -- is a nod to Madonna's 2008 album. Ten additional clubs are in the planning stages, according to the release, although longtime Madonna spokeswoman Liz Rosenberg had no information as to whether or not Hard Candy would expand to the U.S.
Currently, clubs are plotted for Brazil, Argentina and multiple locations throughout Europe, including Russia, and Asia. Madonna is launching Hard Candy Fitness in partnership with manager Guy Oseary and New Evolution Ventures, a company overseen by 24 Hour Fitness founder Mark Mastrov.
"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," Mastrov teased in a release. "Madonna's touch will be everywhere." Fingers are crossed for the La Isla Bonita spa and Like a Virgin daycare center.