Madonna will launch an international chain of fitness centers, called Hard Candy, the first of which will be inaugurated in November, in Mexico City, the artist’s associates announced on Monday.
“Madonna, in partnership with her manager, Guy Oseary, and Evolution New Ventures Group (EVN), announces the opening of the sports centers chain Hard Candy in the major cities of the world”, a release states. The name of the international chain is inspired by the title of the latest album release by the American singer.
The first such center will be inaugurated on November 29 in Mexico City, in the presence of the artist, and will have an area of 3,000 square meters.
“Throughout her entire career, Madonna was dedicated to sport and health and made hundreds of sports halls in the world. She has a very precise idea about how the ideal environment where you can practice sports and dance should look like” informs the same release.
EVN, whose headquarters are in California, is an entertainment group specializing in gyms in the United States of America and abroad.
Madonna and her partners want to open halls and sports clubs in “ten other cities in Russia, Brazil, Argentina but also in Europe and Asia” explains the same release.
“Hard Candy Fitness will be a reflection of Madonna’s point of view and will reflect her input on every detail including music space, light and other design cues. Her point of view will be present everywhere” said Mark Mastrov, director of EVN.
Liz Rosenberg, the American artist’s spokeswoman, said that Madonna’s latest world tour has generated the biggest turnover ever recorded by a tour sustained by a female singer.
The singer has signed a contract with the group Iconix Co, which holds multiple licenses, and has recently launched a clothing line – Material Girl – in the American chain store Macy’s.