Dec 15, 2010

Pop singer Madonna has teamed up with her manager, Guy Oseary and New Evolution Ventures to open a chain of Hard Candy Fitness gyms in major cities around the world. The gym’s name and title of her 11th album, Hard Candy, is a combination of the phrases “Hard Body” and “Eye Candy”. The pop icon was present November 29th in Mexico City to cut the ribbon for her first facility and lead a dance exercise class for 20 lucky members.

According to web articles, the singer herself hand picked all the equipment in the facility including the HOIST ROC-IT line of fitness products. And they compliment each other well. Both Madonna and HOIST’s ROC-IT machines have an eye-catching design, unique movements and long commitment to fitness. Madonna has worked out in gyms across the world and has a firm vision of what a world-c lass gym should be. During an interview, Madonna commented: “If any of you have seen my shows, you know that I don’t skimp on them and the same is true for the gym. We spend what it takes to make a globally first-class gym.”

The Mexico gym features more than sixty pieces of strength training equipment/free weights. Soon, HOIST ROC-IT machines and Hard Candy Fitness will be opening in major cities around the world including planned locations in Russia, Brazil, Argentina, Europe and Asia.

“She chose the graphics, the colors, the machines.”- Chris Dedicik, General Director, New Evolution Ventures, accesshollywood.com

“Our goal is to create an environment inspired by Madonna’s... high standards of what the ideal gym would be,”- Mark Mastrov, Founder / Former CEO 24hr. Fitness, theweek.com

“It’s a sexy name that gives you the opportunity to have fun and to build strength as far as the imagination will allow,”- Madonna, Associated Press Interview