NeV PORTFOLIO


■ Hard Candy Fitness: global roll-out ■ Crunch Fitness and Crunch franchise: global ■ UFC Gym (Ultimate Fighting Championship): global


■ YogaWorks: US ■ Steve Nash Fitness World: Canada ■ Mrs.Sporty: Germany-based.


Also in Austria, Switzerland and Italy


■ Energy Fitness: Chile ■ Planet Fitness: Russia and Sweden ■ V Club: Australia ■ Energy Fitness Alex Rodriguez: Mexico


some countries, we will have partners whose in-depth local knowledge could lead to a slightly different club. However, the intention is to get the model down nice and tight and then roll out globally.”


a unique offering The first Hard Candy opened in the Bosques de las Lomas suburb of Mexico City in November. If it goes well, more may follow: “We’ll probably look at two or three sites in Mexico City over the next 12–18 months,” says Mastrov. The new club is housed in a 2,787sq m


(30,000sq ft), two-storey building: “It has a lot of glass and natural light, with group exercise rooms and a dedicated yoga studio with an Iyengar yoga wall. It also has a fantastic group cycling room.” There’s also a CV studio with personal


viewing screens, 60 pieces of strength kit, free weights and functional training accessories from brands including Precor, Hoist, Free Motion, Nautilus, Hammer Strength, Star Trac and AbCoaster, plus TRX suspension training. Mastrov says the design of the clubs has been a big priority. “Madonna’s been


january 2010 © cybertrek 2010 heavily involved in this process,” he says.


“She has an amazing eye and style and has been alongside us the whole way in the design and development of the interiors and fi t-out. We’ve arranged for top artists who’ve worked with her to come in and do the interior design and décor, and we’re using a lot of colour to create a vibrant environment. “As you would expect, the music and


sound are phenomenal. We’re leveraging her experience at the cutting edge of music to create the right atmosphere to motivate members to exercise and have a great time while they’re at the gym.” Classes will be an important part of the Hard Candy offer according to Mastrov.


“The way we run them is cutting-edge, taking a lot of the choreography and dance that Madonna’s developed on stage into the group exercise environment,” he says. “You’ll see a lot of interesting things being done in classes that are taken from her most recent tour.” So what else will be different about


Hard Candy? Mastrov says the staff will be the key: “Chris Dedicik, who’s been working with us in Europe for some time,


is the managing director and he’s been based down in Mexico for a while now, overseeing the project. Craig Pepin- Donat is executive VP marketing and development. Craig worked with me at 24 Hour Fitness and was my global chief of marketing and sales; he’s a very talented guy and is doing great work with Madonna. “We’ve got an excellent team on the


ground in Mexico, building the culture and delivering the performance we’re looking for. Fitness is powerful in Mexico and has been established for a long time, and I’m very excited about the amazing people we’ve drafted in to work on this fl agship project.” Staff were trained for a full month


before opening, using carefully thought- out training materials developed by Pepin-Donat. “We spend a tremendous amount of time working out how we’re going to bring our programming to our members, how we want to work with them to give them high levels of service and touch points but at the same time letting them fi nd their own way around the club and letting them have a great experience,” says Mastrov.


Read Health Club Management online at healthclubmanagement.co.uk/digital 33


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