Hard Candy Fitness was a chain of fitness centres that were a partnership between

Madonna Madonna Louise Ciccone (; ; born August 16, 1958) is an American singer-songwriter and actress. Widely dubbed the " Queen of Pop", Madonna has been noted for her continual reinvention and versatility in music production, songwriting, a ...

, her manager

Guy Oseary Guy Harley Oseary ( he, גיא עוזרי; born October 3, 1972) is an Israeli-American talent manager and writer. His clients include Madonna, U2 and the Red Hot Chili Peppers. Biography Guy Oseary was born on October 3, 1972, in Jerus ...

and

Mark Mastrov Mark S. Mastrov is an American businessman who is the founder and former CEO of 24 Hour Fitness. He is also part of the Sacramento Kings ownership group. Career The 24 Hour Fitness began in 1983 as a one-club operation called 24 Hour Nautilus. ...

, the founder and CEO of

24 Hour Fitness 24 Hour Fitness is a privately owned and operated fitness center chain headquartered in Carlsbad, California. It is the second largest fitness chain in the United States based on revenue after LA Fitness, and the fourth in number of clubs (behi ...

. Founded in 2010, the venture had centres in

Berlin Berlin ( , ) is the capital and largest city of Germany by both area and population. Its 3.7 million inhabitants make it the European Union's most populous city, according to population within city limits. One of Germany's sixteen constitu ...

(8 clubs),

Mexico City Mexico City ( es, link=no, Ciudad de México, ; abbr.: CDMX; Nahuatl: ''Altepetl Mexico'') is the capital and largest city of Mexico, and the most populous city in North America. One of the world's alpha cities, it is located in the Valley o ...

Moscow Moscow ( , US chiefly ; rus, links=no, Москва, r=Moskva, p=mɐskˈva, a=Москва.ogg) is the capital and largest city of Russia. The city stands on the Moskva River in Central Russia, with a population estimated at 13.0 million ...

Rome , established_title = Founded , established_date = 753 BC , founder = King Romulus ( legendary) , image_map = Map of comune of Rome (metropolitan city of Capital Rome, region Lazio, Italy).svg , map_caption ...

Santiago Santiago (, ; ), also known as Santiago de Chile, is the capital and largest city of Chile as well as one of the largest cities in the Americas. It is the center of Chile's most densely populated region, the Santiago Metropolitan Region, whos ...

, St. Petersburg, and

Sydney Sydney ( ) is the capital city of the state of New South Wales, and the most populous city in both Australia and Oceania. Located on Australia's east coast, the metropolis surrounds Sydney Harbour and extends about towards the Blue Mounta ...

. The company's name was a reference to Madonna's 2008 studio album ''

Hard Candy A hard candy (American English), or boiled sweet (British English), is a sugar candy prepared from one or more sugar-based syrups that is heated to a temperature of 160 °C (320 °F) to make candy. Among the many hard candy varietie ...

''. The German division went into administration in 2016 and closed its studios that year. That same year, the location in Toronto was rebranded as Aura Fitness after the initial media attention didn't translate into gym memberships. The only club remaining in operation as of 2019 was in Santiago, Chile, which rebranded as Energy Sport Club in May 2019.

History

The fitness clubs were founded in 2010 as a partnership between Madonna, her manager

and New Evolution Ventures (NEV). An initial meeting between Mark Mastrov (the innovator behind

and NEV) and Oseary was held in early in 2008. With Mastrov's partner Jim Rowley of NEV, Craig Pepin-Donat, the Vice President of Marketing and Development, along with Madonna and Oseary, they created the business venture. The first club opened in

in November 2010 with Madonna visiting the gym on the 29th for the official launch. Since then the company has opened clubs in

Russia Russia (, , ), or the Russian Federation, is a transcontinental country spanning Eastern Europe and Northern Asia. It is the largest country in the world, with its internationally recognised territory covering , and encompassing one-ei ...

Australia Australia, officially the Commonwealth of Australia, is a sovereign country comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands. With an area of , Australia is the largest country by ...

and

Chile Chile, officially the Republic of Chile, is a country in the western part of South America. It is the southernmost country in the world, and the closest to Antarctica, occupying a long and narrow strip of land between the Andes to the eas ...

. In January 2013, it was announced that a sixth fitness club would be opened in

Italy Italy ( it, Italia ), officially the Italian Republic, ) or the Republic of Italy, is a country in Southern Europe. It is located in the middle of the Mediterranean Sea, and its territory largely coincides with the homonymous geographical ...

in May. In June 2013, it was announced that a seventh fitness club would be opened in

Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwee ...

in September.

Locations

Source:

DVD series

The enterprise launched a DVD series, ''Addicted to Sweat'', in 2012. They feature the exclusive programs created by Madonna and demonstrated by her personal trainer Nicole Winhoffer. The videos were previously available only at the fitness clubs. The following are included in the ''Addicted to Sweat'' series: *Volume 1 – ''Dance: Get Sweat'' –structured like a dance class, Winhoffer breaks down all steps in this tutorial-style DVD. *Volume 2 – ''Jaw Breaker Towel: Slippery When Wet'' – a unique, total body conditioning workout that targets every muscle during a short, intense routine that pays special attention to abs, core, arms, chest and back. *Volume 3 – ''Dance: Wet, Wet, Wild'' – building from Volume 1, featuring more diverse moves that increase the power of the workout. *Volume 4 – ''Jaw Breaker Chair: Dripping Wet'' – chair and the floor workout aimed at sculpting, toning and tightening the entire body.

References

External links

* {{Madonna Madonna Medical and health organizations based in California Health clubs in the United States