Zumba and Latin dancing may not be the first things to come to mind when thinking fitness, but then Hard Candy Fitness (HCF), set to open in the Chilean capital in April 2012, is not meant to be your average gym.
For one, it is run by international pop and culture icon Madonna, who – now in her 50’s – is renowned for her toned body and fitness obsession.
And then there is the array of facilities that it includes: a health food restaurant ornamented with the superstar’s favorite artworks, relaxation pools, hydro-massages, Jacuzzis and the latest in cardio strengthening equipment. Some might say the gym is more luxury resort than the traditional iron pumping affair.
“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,” said CEO and founding partner, Alex Wiesner. “Our members will be able to enjoy exercise using activities that will be unique in South America and of the highest quality.”
The gym, which will be located in the Parque Arauco mall in Las Condes, will be just the third of its kind in the world – the first two branches having been set up in Moscow and Mexico City in 2011.
And with her other two fitness centers, the pop star has been heavily involved in the decor and design of the Santiago building, as well as the creation of its fitness programs, even going so far as to loan her personal trainer, Nicole Winhoffer, to the process.
“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,” said Madonna, following the opening of the first Hard Candy gym in Mexico City. In Santiago, it took US$3 million.