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Confessions on the stationary bike: Madonna launching Hard Candy Fitness Centers

October 25, 2010 |  4:54 pm

MADONNA_LAT_6_

So long, sex, drugs and rock 'n' roll, and hello meditation, energy drinks and yoga. We're in a new era of rock 'n' roll healthiness, one where Mick Jagger adheres to a strict diet, No Age spreads the gospel of veganism and now Madonna is opening a fitness center chain. The artist formerly known as the Material Girl has provided lessons in body image throughout her career, and Mexico City's Hard Candy Fitness is the latest addition to her aspirational brand. 

Hard Candy Fitness will have its grand opening Nov. 29, according to a release, and Madonna will be on hand to welcome the 30,000-square-foot club to her portfolio, which also includes children's books and a fashion line. The gym's name, which doubles as the title of a creepy film starring a young Ellen Page and an Oregon strip club (thanks, Google) -- is a nod to Madonna's 2008 album. Ten additional clubs are in the planning stages, according to the release, although longtime Madonna spokeswoman Liz Rosenberg had no information as to whether or not Hard Candy would expand to the U.S.

Currently, clubs are plotted for Brazil, Argentina and multiple locations throughout Europe, including Russia, and Asia. Madonna is launching Hard Candy Fitness in partnership with manager Guy Oseary and New Evolution Ventures, a company overseen by 24 Hour Fitness founder Mark Mastrov.

"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," Mastrov teased in a release. "Madonna's touch will be everywhere." Fingers are crossed for the La Isla Bonita spa and Like a Virgin daycare center.

Membership prices are not yet known. A number given out for membership information constantly rang busy, and a spokesperson for New Evolution Ventures has not yet responded to requests for comment. A posting on Forbes notes that the gym offerings will not add much to Madonna's worth. The bulk of her cash comes from touring, which, according to Forbes,  brings the singer as much as $6 million "per night" when on tour. 

Expect Hard Candy to offer plenty of dance fitness programs, and the centers will also include fruit bars, a bike studio and cardio equipment with individual viewing screens. Though the press release doesn't get into specifics, this music and fitness crossover could potentially open new revenue streams for artists. For instance, Hard Candy Fitness could provide a new breed of in-stores, with live music scoring a workout sessions (hopefully, "Into the Groove with Madonna"). As well, the workout rooms could prove to be a good testing ground for new singles and remixes.

-- Todd Martens

Photo: Ken Hively / Los Angeles Times

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