Madonna’s newest empire will begin in Mexico City.
A partnership between the pop singer, her manager Guy Oseary and New Evolution Ventures plans to open the first of a global chain of fitness centers—to be known as Hard Candy Fitness—in the posh Bosques de las Lomas neighborhood in Mexico City. Madonna will attend the opening on Nov. 29.
A statement by Hard Candy Fitness says gyms "will open in major cities around the world," including 10 more locations in Russia, Brazil, Argentina, Europe and Asia. No gyms are immediately planned for the United States.
"Our goal is to create an environment inspired by Madonna's vision and high standards of what the ideal gym would be,” said NEV Chairman Mark Mastrov in a statement. “[The gyms] will reflect her input on every detail including music space, light and other design cues.”
In a comment that smacks of a dissatisfied diva and droves of chagrinned gym managers across the globe, the release also notes that Madonna has “worked out in literally hundreds of gyms around the world. As a result, she has a strong vision on what the ideal exercise, dancing and work out environment should be. ”
The Associated Press contributed to this report.