Photo: Courtesy of Kevin Mazer/Getty Images
::InTheClub TheOriginalHardbody
Madonna takes her fitness philosophy global. BY JON FELD
of her own fitness, in October 2010 she announced the opening of a new health-club chain, Hard Candy Fitness.
Get Active!: You’ve been fit for decades. How important is fitness to your lifestyle, and how has your personal regimen changed over the years? Madonna: It’s essential. And the idea of inspiring others to feel the same way throughmy clubs, as a place people will want to work out, ismy goal with these gyms.
The eternally buff superstar brings a fresh and fun perspective to fitness.
MADONNA, BORNMADONNA LOUISE CICCONE,HAS BEENA GAME-CHANGING pop icon since she burst on the scene in 1983. She’s sold more than 300 million records internationally and is recognized as the world’s top-selling female recording artist of all time by no less an authority than the Guinness Book ofWorld Records.While she has an established reputation as a chameleon, appearing to seamlessly reinvent herself every few years,Madonna is also known within the music industry for doing things her own way. She’s multifac- eted: A Golden Globe Award-winning actress for “Evita,” she’s also a fashion designer, children’s book author, film director and producer, and owner of her own recording company,Maverick, a joint venture with TimeWarner. During the past 20 years,Madonna has become a standard-bearer for fitness, showing up among the most buff musicians anywhere. In a natural extension
32 IHRSA | www.heal
thclubs.com
GA:Whatmade you decide to enter the fit- ness business? Certainly, it’s a logical choice for your brand extension—and your buff image—butwhatwas your thought process, orwas there a specific tipping point? M: I started out as a dancer in high school and have been working out ever since. So, in some ways, I’ve sort of always been in the fitness busi- ness. I’ve worked out in gyms and studios all over the world, taken thousands of dance classes, and have done so many different kinds of workouts. It comes naturally to me: I’ve always had a specific point of view about what seemed right or wrong about a club’s environment, teaching techniques, locker rooms and the different elements of the gyms. I think I was formulating in my mind what the ideal workout environmentmight look and feel like. And Hard Candy Fitness was born.
GA: Howdid you choose the name Hard Candy Fitness? M: The name ofmy last albumwas “HardCandy” andwe all liked the sym- bolismof “hard body” and“eye candy.” I like the play onwords and the irony.
GA: Canwe expect to see youworking out at the Hard Candy clubs? M:Definitely. In fact, I even taught a class at the November opening of the first Hard Candy Fitness in Mexico City.
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