new
opening
Alongside the gym, there are studios for cycling, boxing, dance and PT
As part of the club’s ethos of
all-round fitness training, there are separate studios for cycling, dance, boxing and personal training, all situated on the fourth floor. There’s also a mind- body studio – equipped for members to practise bar work, body sculpting and the latest trends in yoga. To help support members through
this intensive training, the club offers a ‘Fitness Concierge Service’, which includes a personal fitness programme supervisor for every member. This supervisor will devise an individualised programme that includes a workout plan as well as nutritional advice. The emphasis is on continued support, with supervisors reviewing clients every three
months. There is also a club doctor, who members can visit for a health assessment and for diet advice.
Striking a balance However, although Hard Candy Fitness Moscow firmly believes in working hard, it also provides members with the chance to relax and enjoy a bit of pampering. The club’s Orient Express spa offers a full range of treatments including Ayurvedic massage. Members even get their own spa counsellor, who can provide personalised recommendations and advice. With such a good balance on offer
between high quality workouts and relaxation, Hard Candy Fitness Moscow is already proving popular. “Hard Candy Fitness Moscow brings a very personal approach to every customer’s wishes,” says Razumova. “In my opinion, what people generally lack is attention. There may be clubs with interesting design and good equipment, but only with us do members receive very personal attention, which is so important to help them fulfil their personal fitness goals, achieve mental balance and relaxation. “Our staff are trained to present the
highest level of professionalism when it comes to fitness training, but also to make members fall in love with the club and long for their next visit.”
The future Later this year, Russia will get its second Hard Candy Fitness – in St Petersburg – and, as with Moscow, Razumova will be at the helm. Mastrov and Razumova have a long-standing working relationship and friendship. Mastrov says: “As one of the founders of the modern Russian fitness movement, Irina is one of the best fitness operators in the world.” Going forward, the strategy of
The 425sq m gym offers a wide range of equipment, including Precor’s AMT
40
locating Hard Candy Fitness clubs in upmarket residential areas will continue. Natalia Kryuchkova, head of marketing
Read Health Club Management online at
healthclubmanagement.co.uk/digital
for Hard Candy Fitness Russia, explains the rationale: “We look for strong demographics with high household income in cities where people will be able to afford a slightly higher price point. The intention is to create a business with high-end clubs in the best corners of the best cities in the world.” The world certainly seems to be
Hard Candy Fitness’ oyster where new openings are concerned, with the team exploring Italy, the UK, Canada, France, Australia, Argentina and Brazil as possible locations. The team has a two- model approach: building new clubs from the ground up; or converting existing locations in conjunction with talented operators, investing alongside them to rebrand an existing facility. “The Hard Candy Fitness model will
evolve with our first five to 10 locations. While there will be brand consistencies, certain components such as design, services and amenities may change based on the particular location of the club and the culture of that country or region. However, each Hard Candy Fitness will have a structure to ensure a fresh, energising experience no matter where it’s located,” explains Mastrov. He continues: “When it comes to
launching a brand with one of the most renowned celebrities, you couldn’t ask for a better partner than Madonna. Whether it’s her hands-on involvement or undeniable star power, Hard Candy Fitness wouldn’t be as successful without her continued passion and commitment to the brand.” With Hard Candy Fitness possibly
coming to a city near you in the future – if you’re looking for a fitness club where you can work out hard, experience unique classes inspired by one of the world’s most famous entertainers and relax in luxury – then Hard Candy Fitness certainly won’t disappoint.
healthclub@leisuremedia.com donna gregory
march 2012 © cybertrek 2012
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