CLUB BUSINESS INTERNATIONAL


Madonna rocks at Hard Candy premiere in Mexico City


CONTENTS | FEBRUARY 2011


38 Features 38 Hard Candy Queen


A standard-bearer for fitness for more than 20 years, pop icon Madonna has now turned her personal passion into a professional pursuit. In November, working with New Evolution Ventures (NeV), a private-equity firm, she launched Hard Candy Fitness, a trendy, upscale, high-energy brand with international aspirations. Madonna presided over the premiere of the first facility in Mexico City. A second site is scheduled to open in Moscow soon.


Cover: Tom Munro | Above (left): Kevin Mazar @ Getty Images 6 Club Business Internat ional | FEBRUARY 2011 | www. ihrsa.org


43 A Success for 30+ Cedardale Health and Fitness has been working with, and for, IHRSA since the very beginning


46 Social Media Magic Now clubs are capitalizing on Facebook, YouTube, Twitter, LinkedIn, and other similar sites


55 Amazing! IHRSA ’11 The Amazing Race’s Phil Keoghan will reflect on ‘No Opportunity Wasted’ during IHRSA ’11


60 Certification Plus! Education and certification providers are innovating and expanding to serve the industry even better


Kids cheer Cedardale’s and IHRSA’s long-term success


43


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