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The spa offers a range of Ayurvedic treatments


Thomas Sandell was principal architect on the project


“HARD CANDY FITNESS WOULDN’T BE A SUCCESS WITHOUT MADONNA’S CONTINUED PASSION AND COMMITMENT TO THE BRAND"


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 pro- gramme supervisor for every member. This supervisor will devise an indi- vidualised programme for members that includes a workout plan as well as nutritional advice. The emphasis is on continued support, with super- visors 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 work- ing 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 treat- ments including Ayurvedic massage. Members even get their own spa coun- sellor, 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 cus- tomer’s wishes,” says Razumova. “In my opinion, what people generally lack is attention. There may be clubs with interesting design and good equip-


ISSUE 2 2012 © cybertrek 2012


ment, 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 move- ment, Razumova is one of the best fitness operators in the world.” Going forward, the strategy of locating Hard Candy Fitness clubs in upmarket residential areas will con- tinue. Natalia Kryuchkova, head of marketing for Hard Candy Fitness Russia, explains the rationale. “We look for strong demographics with high household income in cities where peo- ple will be able to afford a slightly higher price point," she says. "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 currently 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 amen- ities 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 involve- ment or undeniable star power, Hard Candy Fitness wouldn’t be as success- ful 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, experi- ence unique classes inspired by one of the world’s most famous entertainers and relax in luxury – then Hard Candy Fitness certainly won’t disappoint. l


Read Leisure Management online leisuremanagement.co.uk/digital 61


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