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The pop icon–well known for her intense workout regime and toned physique–attended the opening of the Hard Candy Fitness center in Mexico City on November 29 and noted the name was an important part of the “sexy” brand.
She said, “It’s a sexy name that gives you the opportunity to have fun and to build strength as far as the imagination will allow.”
The 52-year-old singer added she was not skimping on price with the gyms, which will eventually be launched worldwide, and plans for them to be “first-class” fitness establishments.
She said, “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.”
In addition to cutting the ribbon at the gym, Madonna also gave a dance class to 20 handpicked members to music from DJ Paul Oakenfold.
Discussing the decision to launch the gyms in Mexico, Madonna said in a statement last week she hoped the establishment could be “fine-tuned” before being rolled out worldwide. She said, “Our plan is to use Mexico as a place to fine-tune our brand and then expand it to other countries and, in the long term, develop a global brand that includes the United States.”
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