Madonna, Backed by Mark Mastrov, Expands New Fitness Business into Moscow

Global celebrity Madonna, in partnership with her manager Guy Oseary and Mark Mastrov, the founder of 24 Hour Fitness and now chair of a New Evolution Ventures — a private equity firm focused on the acquisition, development, management and operation of fitness, media and sports entities both domestically and internationally — are expanding their new line of fitness centers. Called Hard Candy Fitness Center, the flagship store opened in Mexico City, Mexico last month; now, the team is opening a second, 35,000-square foot center in Moscow that’s slated to open in March. According to reports, Madonna plans to roll out more centers around the world over the next 12 months.


Madonna, in partnership with her manager Guy Oseary and Mark Mastrov, Chairman of New Evolution Ventures (NeV), announced the opening of the second Hard Candy Fitness Center in Moscow which is projected to open in mid-March 2011.  The new facility will be a beautifully designed and unique 35,000 square foot space located near Red Square.  Moscow’s Hard Candy Fitness will also include a partnership with Irina Razumova, founder of the well know Russian chain Planet Fitness.  The news of the Moscow location comes on the heels of a successful grand opening for the brand’s premiere location last week in Mexico City, which featured a special dance class taught by Madonna.

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“It’s especially exciting to have the second Hard Candy Fitness open in Moscow as I really enjoyed the city and the people when I visited during my ‘Sticky & Sweet Tour.’  Working in collaboration with the experts at NeV and Irina, I know that we will create the ideal workout environment in Moscow that represents my health and fitness philosophy as well as include innovative and inspiring programs,” commented Madonna.

Mastrov, his partner Jim Rowley of NeV, along with Madonna and Oseary are in the planning stages of opening 10 additional Hard Candy locations in Russia, Brazil, Argentina, Europe and Asia.  They are currently exploring opportunities around the globe for facilities that will offer a unique member experience in all aspects including curriculum, environment and fashion.

Throughout her career, Madonna has been devoted to fitness and well being.  Having worked out in hundreds of gyms around the world, she developed a strong vision on what the ideal exercise, dance and workout environment should look like.  The vision took shape during an initial meeting between Mark Mastrov, the innovator behind some of the World’s best known Fitness Brands and Guy Oseary early in 2008.  Mastrov has built a fitness empire of over 1100 clubs in over 20 countries.

“Our goal is to create an environment around the world inspired by Madonna’s vision and high standards. Hard Candy Fitness Centers will be a reflection of Madonna’s point of view and will reveal her input on every detail including music, design and class curriculum.  Madonna’s touch will be everywhere,” stated Mastrov.

The Moscow Hard Candy Fitness Center along with others in the planning stages will include proprietary Hard Candy Fitness programming inspired by Madonna and her dance team, a Bike Studio as well as a Mind Body Studio, featuring The Great Wall, where members can practice BarWorks, Sculpting, Capoeira and the newest trends in Yoga.  It will also house a healthy alternative Juice Bar/Cafe and lavish locker rooms.

Members will benefit from state of the art cardiovascular equipment with personal viewing screens, more than 60 pieces of strength equipment/free weights and the best group fitness, functional training accessories using brands including Precor, Marpo Kinetics, Hoist, Free Motion, StarTrac  and TRX suspension training.

“We are so excited and honored to be able to open the Hard Candy Fitness brand here in Moscow.  Madonna has been an inspiration for us all and we can’t wait to bring this beautiful facility to life,” said Irina Razumova, partner with Hard Candy Fitness and NeV.

Press Conference Information

Mark Mastrov and Irina Razumova will conduct an official press conference at the RIA Novosti Moscow agency on Dec. 13, 2010 at 13:00.

About New Evolution Ventures (NeV)

Based in Northern California, New Evolution Ventures (NeV) is a private equity firm focused on acquisition, development, management and operation of fitness, media and sports entities both domestically and internationally.  Co-Founded in 2008 by Mark Mastrov, Jim Rowley and Mike Feeney, the current team of NeV professionals is shaping the world of fitness, media, and sports one brand at a time.  With a foundation representing over a century of business experience, NeV currently has operations and investments in over 20 countries worldwide.  For more information, please visit