LAFAYETTE, CA -- Mark Mastrov and his New Evolution Ventures company have created a new club with one of the biggest stars in the world: Madonna.
The first Hard Candy Fitness club is scheduled to open in mid November in Mexico City, according to a press release issued today. Madonna will be on hand Nov. 29 for the official launch of the 30,000-square-foot club in the exclusive Bosques de las Lomas area.
The concept of the club, which merges fitness, fashion and entertainment, was developed by Mastrov, Madonna, her manager, Guy Oseary, NEV co-founder Jim Rowley and Craig Pepin-Donat, the vice president of marketing and development for Hard Candy Fitness.
“Our goal is to create an environment inspired by Madonna’s vision and high standards of what the ideal gym would be,” Mastrov said in the 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. Madonna’s touch will be everywhere.”
Hard Candy was the title of Madonna’s album she released in 2008, the same year Mastrov and Oseary began talks about the idea of the fitness club.
Plans are in the works to open 10 more Hard Candy Fitness clubs in Russia, Brazil, Argentina, Europe and Asia.
“Madonna’s world tours have taken us to many of our favorite cities around the world,” Oseary said in the release. “We are looking forward to opening Hard Candy Fitness with NEV in many of these same places.”
Mastrov is no stranger to pairing celebrities with his clubs. While at 24 Hour Fitness, some of the celebrities Mastrov attached to 24 Hour signature clubs included Magic Johnson, Andre Agassi, Shaquille O’Neal and Lance Armstrong.
Pepin-Donat had previously worked with Mastrov at 24 Hour, serving as the company’s executive vice president of sales and marketing.