| CBI Interview |


CBI: Where do you want to locate them? You’ve mentioned Russia, Brazil, Argentina, and other locations in Europe and Asia. Do you have a specific strategy around location?


MADONNA: That’s going to depend on business and real-estate opportu- nities in the various markets we’ve targeted. Teaming up with Mark Mastrov and his team at New Evolu- tion Ventures (NeV),* who have had so much prior success in finding the right locations and the right club operators, will help us determine where the next few Hard Candy gyms will open.


CBI: Your plan calls for 10 gyms in all. Is 10 the maximum number you foresee? When do you expect all 10 gyms to be up and running?


MADONNA: Those reports aren’t accurate. We’re in no rush to open as many locations as possible. We want each location to be a huge success in its own right before making any other moves. Again, it’s about finding the right elements for each location, and that will determine the pace of how many we open and when we open them.


CBI: How did you hook up with Mark and New Evolution? Who approached whom?


MEXICO CITY: THE HARD CANDY BLUEPRINT


The Hard Candy Fitness concept debuted on November 29, 2010, in Mexico City’s exclusive Bosques de las Lomas area. The brand’s first club is a 30,000-square-foot high-end facility, and its pro- gramming and amenities offer a brief glimpse of what’s to come. “Hard Candy Fitness is inspired by Madonna’s own personal


experiences. Her attention to detail and hands-on involvement have been nothing short of amazing,” observes Mark Mastrov, the chairman of New Evolution Ventures (NeV). “From flooring, to lighting, to branding and programming, she’s been involved every step of the way.” The fitness center, for instance, includes a mind-body studio


featuring “The Great Candy Wall,” where members can practice barre work, body sculpting, Capoeria (an Afro-Brazilian program that combines elements of martial arts, music, and dance), and the latest trends in yoga. “Because of Madonna’s incredible background in dance and


functional training methods, we’ve had to think outside the box and get very creative,” notes Craig Pepin-Donat, the executive vice president of marketing and development for the brand. “As a result, we’ve developed some new and innovative programming specifically for Hard Candy.” The club also features the industry’s most current cardiovascular


equipment with personal viewing screens, hand-selected strength equipment and free weights, and the latest functional personal- training accessories. All of the clubs will include a Hard Candy Energy Bar and Lounge where members can relax and reenergize after a workout. The lavish locker rooms are built with the finest materials and designed to be a sanctuary where members can unwind and relax, and include both saunas and steam rooms. In the future, facilities may also include a day spa and swimming pools. Design details include specialized music and lighting to enhance


the club’s ambiance. A huge, backlit onyx wall at the entrance to the workout floor, oversized Madonna murals, and specialized Hard Candy imagery are among the key components of the brand.


40 Club Business Internat ional | FEBRUARY 2011 | www. ihrsa.org


MADONNA: Guy Oseary, my manager and business partner, met with Mark in 2008, and we all got together to meet afterward. I was impressed with their ideas, and I appreciated how they listened to the ideas Guy and I had. There’s a lot of mutual respect and open communication all around.


CBI: What is your working rela- tionship like with the Hard Candy team? It’s been said that you’ve had input into the design and programming of the clubs.


MADONNA: Most definitely. I’ve been involved in virtually every detail, includ-


Madonna with NeV principals Jim Rowley, l., and Mark Mastrov


Tongue-in-cheek messaging in the enrollment center makes use of provocative images of Madonna with taglines such as “My Club, My Way” and “You Will Submit,” designed to reflect the brand’s playful side.


Facilities, services, and amenities may vary based on the particular Hard Candy Fitness location, but all of the clubs may feature:


• Lavish locker rooms with sauna and steam


• Extensive group-fitness programming with several branded training rooms


• Personal training to guide members toward “eye-candy” results • State-of-the-art cardio and strength equipment • Hard Candy Energy Bar with lounge area • A sound and light experience designed to motivate members


• Creative artwork and music from some of Madonna’s favorite artists


• The Hard Candy Virtual Gym (www.HardCandyFitness.com), a portal that connects members to an online calorie and activity management tracking system powered by dotFIT.com. The Hard Candy Virtual Gym will also deliver fitness programming with thousands of exercise videos, menus, recipes, health- and fitness-related articles, and other tools and resources. —|


Kevin Mazar @ Getty Images


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