According to the motto "Harder is better" various training programs should be offered based on Madonna's personal "Addicted to Sweat" workouts. This group fitness programs and individual units are in the focus of the offer.

Hard Candy Fitness was founded by Madonna and New Evolution Ventures (NeV) in 2010 and currently operates several clubs in Moscow, St. Petersburg, Santiago de Chile, Mexico City, Sydney and Rome. The business of NeV focuses on the acquisition, development and operation of fitness brands around the world, particularly in the United States. In 2008, the company was founded by Mark Mastrov, Jim Rowley and Mike Feeney, and a strategic partnership with Vision Capital was set up in 2011, and is now represented in 20 countries with several hundred locations .

The Berlin branch of Hard Candy Fitness has teamed up with the experienced fitness entrepreneurs Ralf and Jürgen Jopp. The brothers already collected experience in n Berlin’s fitness market with the development and sale of Jopp women's fitness clubs at the Berlin fitness market in 2000. The buyer was Fitness Company, Germany's largest fitness chain at that time, which was integrated to the brand of his mother company Fitness First in 2009 . Especially in Berlin the Jopp brothers know their metier: Currently the Jopp AG manage already seven women fitness clubs in the German capital again. An eighth facility is scheduled to open in June, three more are planned.

Target group of the club concept of pop icon Madonna is the top market segment. The monthly fee will be around 100 euros, according to Ralf Jopp. To distinguish itself from other high-priced providers such as Holmes Place and FitnessFirst, Hard Candy relies on Madonna's training concept
"Addicted to Sweat" and especially on Madonna herself. Besides the special fitness programs the cluib will be characterized by a modern and high quality; to include modern cardio and strength training equipment, 25 -meter swimming pool, steam room and sauna on the establishment of almost 2,500 m² club in Berlin .

Herman Rutgers, who advises Hard Candy with respect to the European market, could also imagine that Berlin is not the only German location: "Some of the stations of Madonna's last tour were cities where Hard Candy Fitness wants to grow - in Germany for example, in cities such as Berlin, Hamburg, Frankfurt and Munich. It will be so exciting to see what premium supplier may prevail in the capital and beyond. Also competitors such as FitnessFirst, Holmes Place or MeridianSp  are in the planning or preparation of additional new exclusive facilities.

Sources: Hard Candy Fitness , The WORLD , fitness management, Wall Street Online
Source: Hard Candy Fitness