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FROM MADONNA AND RUSSIA WITH LOVE....


Donna Gregory reviews the newest Hard Candy Fitness club, recently opened in Moscow, Russia


T


he recipe for Hard Candy Fitness Moscow: take one world famous superstar and combine with a global


health, wellness and fitness company, in conjunction with the woman who’s widely reputed to have brought fitness to Russia. The result: a unique health club that’s firmly becoming a Red Square attraction in its own right. Opened in December, Hard


Candy Fitness Moscow is the second collaboration between Madonna, her manager Guy Oseary and US-based New Evolution Ventures (NeV); the first Hard Candy Fitness club opened in Mexico City in November 2010. For their first Russian venture, the


Hard Candy Fitness team has chosen to work with Russian fitness pioneer Irina Razumova, founder of the Russian chain Planet Fitness and the woman who led the opening of the very first fitness centre in the USSR in St Petersburg in 1989. Razumova is general director of the new Hard Candy Fitness site, charged with overseeing operations at the club. And why Russia for the second Hard


Candy Fitness opening? “Madonna has had a strong affiliation with Russia ever since she took her ‘Sticky and Sweet’


In vogue: Madonna’s stamp is everywhere, from interior design to classes


tour to the country, and asked the NeV team early on to focus their attention on finding locations for Hard Candy Fitness in Russia,” says NeV chair Mark Mastrov.


Madonna’s influence The 3,500 sq m (37,670sq ft) four-floor club is housed in an old mansion house


HARD CANDY FITNESS MOSCOW: THE STATS


LOCATION Hard Candy Fitness Moscow, B.Kislovskiy per 9, Moscow, Russia 125009


ANNUAL FEES Adult annual membership – 12 years and over: 160,000 Rbls (£3,362) Corporate membership is available for groups of five or more: 120,000 Rbls (£2,521) Children’s membership is available from the age of six – 12: 36,000 Rbls (£755), but each session must be supported by a personal trainer at an additional cost Crèche for kids aged three to five: 60,000 Rbls (£1,258)


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


in the historical centre of Moscow, near Red Square, and combines the grandeur of old downtown architecture with contemporary design and interiors. Thomas Sandell, principal architect for the project and co-founder of Swedish design company Sandellsandberg, admitted that his main challenge was marrying the traditional interior with the contemporary design. But as Mastrov explains, Madonna also


has input from the very beginning: “From design to branding to programming and layout, Madonna has been involved in the process, reflecting her point of view on what the ideal exercise, dance and workout environment should look like.” Once members have been greeted at


the stylish reception area, complete with eight TV screens featuring a selection of Madonna videos, it would be hard to resist popping in to the Hard Candy


march 2012 © cybertrek 2012


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