Madonna Opens A Gym

The Material Girl starts a "Hard Candy” gym line.

Madonna Opens A Gym

The Material Girl starts a “Hard Candy” gym line.

-Jane Farrell

Madonna at Hard Candy Fitness

Madonna opened her first gym this week, in Mexico City, but not without a little last-minute drama.

Local officials said that the gym, Hard Candy Fitness, had not applied for a crucial permit. “If they don’t have a land-use permit, they will not be able to operate,” explained one of the officials, Demetrio Sodi, according to the New York Daily News. But attorneys from the superstar’s camp quickly provided an application, and the opening went ahead.

Madonna herself was at the launch ceremony for the new gym, cutting the ribbon and enthusiastically teaching a high-energy dance class for thrilled gym members. The entertainer isn’t the only one with some money invested in the gym; her partners include her manager, Guy Oseary, and Mark Mastrov, the CEO of the gym chain 24 Hour Fitness.

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Earlier this year, Mastrov said that Hard Candy would “be a reflection of her point of view and will reflect her input on every detail, including music, space, light and design cues. Madonna’s touch will be everywhere.” Actually, we had kind of figured that out already, what with the giant portraits of Madonna lining the walls.

Madonna and her co-investors plan to open 10 gyms worldwide, in Brazil, Europe, Russia and Asia. According to the Daily News, the singer said she chose Mexico City because it’s a good place to “fine tune our brand and then expand it to other countries and, in the long term, develop a global brand that includes the United States.” In other words, don’t rush to get out your gym bag—or your checkbook—just yet. It’s not known how much the gym will cost, though it’s safe to say it’s not one of those pay-as- you-go, $15-a-month deals.

If you’re interested in finding out a little more, check out You’ll see a new pic of a pumped-up Madonna as well as the gym’s slogan: “Harder is better.” Would you expect her to say anything else? (dailynews)

Jane Farrell is a senior editor at BettyConfidential.

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