Madonna to open innovative new gym in Chile

Santiago will be the new home of the superstar´s third gym.

"Material Girl" star and fitness fanatic Madonna will bring her very own gym chain called Hard Candy Fitness (HCF) to Chile's capital this April.

The announcement comes just months before the launch of the artist's latest album, scheduled for release in March, titled "Gimme all your Luvin.'"


Gym-goers in Santiago looking for a body like the 54-year-old Queen of Pop can expect zumba, cardio kickboxing, and Latin moves classes as well as being able to sign up for dance and toning classes that reflect the superstar's own style of workout.

Madonna's collaborator and CEO and founding partner of Energy Fitness, Alex Wiesner, announced the opening on Tuesday. He promises that the gym will be like no other in the country.

"Hard Candy will focus on the playful aspects of dance and toning. We will bring Chile group classes created personally by Madonna and her international team of experts," Wiesner told press. "Our members will be able to enjoy exercising using activities that will be unique in South America and of the highest quality."

HCF already has two centers. The first opened in November 2010 in Mexico City and was followed in December 2011 by another in Moscow. Santiago will complete the trio of gyms already renowned for being lavish, top-of-the-range gyms offering fitness experience closer to that of a five-star hotel.

"If any of you have seen my shows, you know that I don't skimp on them, and the same is true for the gym. We spend what it takes to make a globally first-class gym," Madonna said following the opening of the first Hard Candy gym in Mexico City.

Madonna, as with her other two gyms, has been very hands-on with the project from designing fitness programs, dance classes and the layout and decor of the center to advising on the music played in the gym.

The name Hard Candy Fitness was taken from Madonna's album released in 2008 and is a combination of "hard body" (toned body) and "eye candy" (pleasing to the eye), two concepts that sum up the spirit of Madonna's fitness mission.

The almost 10,000-square-foot gym in Santiago, located in the Parque Araucano mall in Las Condes, has cost $3 million to build and will have two levels, a spa, and two heated pools, one semi-Olympic and the other equipped with Jacuzzi technology for relaxation.

Other features include comfortable locker rooms with steam and sauna areas, personal trainers certified by HCF, and the latest in cardio and strength equipment.

The gym will also have a Hard Candy Energy Bar - a lounge area, which will offer healthy food as well as displaying artwork and music from some of Madonna's favorite artists.

The real highlight, however, Wiesner says, are the group classes designed by Madonna's personal trainer, Nicole Winhoffer.

"They are very motivating, very entertaining and they change quite often, every three months there are upgrades to the group class programs in order to constantly be offering something fresh, new and different," Wiesner told La Tecera.

The project is a collaboration between Madonna, her manager Guy Oseary, Wiesner and Mark Mastrov, a leader in the global fitness industry, creator of New Evolution Ventures (NeV) and CEO of 24 Hour Fitness.

The news comes amid rumors of a possible visit to the country by the celebrity in late 2012 as a part of her world tour. Whether the songstress herself will attend the opening of the gym like she did with the first HCF opening in Mexico has yet to be confirmed.

It is yet to be seen if the gym will be popular with Chileans, who were recently recorded to have the sixth highest rate of child obesity in e OECD and whether many will fork out the US$125 monthly membership as well as a one-time enrollment fee of US$210.  The gym is, however, encouraging Chileans to register early online at www.energy.cl or at a stand in Parque Arauco mall for a reduced membership rate of US$88.

Source The Santiago Times 


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