Madonna's health club chain may open Tel Aviv branch
Pop icon to launch 'Hard Candy Fitness' in Mexico City next month; executives say Israel considered as part of expansion plans
The "Hard Candy Fitness" chain is considering opening a branch in Tel Aviv in 2012, the Yedioth Ahtonoth daily reported last week.
The first "Hard Candy" club - named after the last album by the pop singer -- will open in a 30,000 square foot space in the Mexican capital.
Madonna is to attend its unveiling on November 29, according to a press release.
A source close to the famous singer told Yedioth Ahronoth that "Hard Candy" executives have added Tel Aviv to the list of cities they are interested in as part of the chain's expansion plans.
Madonna, who is indentified with fitness and yoga almost as much as she is identified with music, works out three hours a day.
Apart from the fitness center in Mexico City, the coming year will see 10 "Hard Candy" gyms opening in cities around the world, including Moscow, Buenos Aires, Rio de Janeiro and Hong Kong.
Madonna's manager Guy Oseary came up with the idea of launching a health club chain after the pop music icon's "Hard Candy" tour came to a close in Tel Aviv.
"Our goal is to create an environment inspired by Madonna's vision and high standards of what the ideal gym would be," said Mark Mastrov, chairman of New Evolution Ventures (NEV), which is launching the clubs in partnership with the Material Girl and Oseary.
"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. Madonna's touch will be everywhere," Mastrov said.
A press release said that "Hard Candy Fitness" promises "the very best in innovative training methods," including "state of the art cardiovascular equipment," and an array of classes "including yoga and capoeira.
It will also boast a juice bar-cafe and "lavish locker rooms built with the finest materials will be a sanctuary for members who will be able to relax in sauna and steam rooms."
The statement added that Madonna throughout her career has been a devotee of fitness and well-being, and that after having "worked out in literally hundreds of gyms around the world... she has a strong vision on what the ideal exercise, dancing and work out environment should be."
AFP contributed to this report
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