Madonna’s Gym Venture A Hit South Of The ‘Borderline’

In Mexico City, the Material Girl is getting into the groove – business wise – with an upscale gym called Hard Candy. Madonna may soon expand her exercise-oriented endeavor to Russia, with branches in Moscow and Saint Petersburg.

During her “Sticky and Sweet” tour, Madonna fell in love with Mexico City. Working with a personal training company called New Evolution Ventures, she decided to start her first gym in Mexico’s capital. Hard Candy, as the gym is called, will celebrate one year of operations in November.

“We’re right in line with our initial projections. All businesses have to go through a phase when people are still getting to know the brand and the products, and we were able to get through that period very quickly,” says Christopher Didieck, director of New Evolution.

At first glance, the gym, located in one of Mexico City’s wealthiest, most exclusive neighborhoods, doesn’t seem much different from all the others in the area. Except, of course, the luxury finishes, personal television screens equipped with cable at each exercise machine, Madonna’s songs playing in the background and the singer’s photos decorating the rooms. One more little difference: membership includes access to a personal training session with Nicole Winhoffer, the diva’s own trainer.

The group classes have also made waves, especially the dance classes, which teach, literally, the Material Girl’s own dance routines. For the inauguration, Madonna taught the classes herself. And now she’s already preparing two new branches: one in Moscow and another in St. Petersburg.