Madonna's Hard Candy Fitness Expands Into Licensing
Madonna’s Hard Candy Fitness, a boutique gym with locations in eight cities across the globe, is expanding. On Monday (May 18), Madonna, her manager Guy Oseary and New Evolution Ventures, announced a partnership with merchandising and licensing company Epic Rights to expand the Hard Candy Fitness brand into retail products. Epic Rights will reveal more details to potential partners at the 2015 Licensing Expo in Las Vegas June 9 to 11.
“We wanted to bring the brand to the public so if they never have a chance to join a Hard Candy Fitness club, they can still experience the Hard Candy Fitness workout wherever they are, and have the best-in-class tools,” says Dan Levin, head of Epic Rights’ Celebrity & Lifestyle division. “As Madonna is to music, pop culture and fashion, we believe Hard Candy Fitness will be the preeminent symbol for a fit, healthy and luxury-infused lifestyle.”
Founded in 2009 and inspired by Madonna’s 2008 album Hard Candy, Hard Candy Fitness currently has locations in Moscow, St. Petersburg, Santiago, Sydney, Mexico City, Rome, Berlin, and Toronto. The company plans to expand in Asia in 2016, followed by the United States. Levin says Madonna and Oseary have been “very involved” in all aspects of the Hard Candy Fitness brand, “from the creation of the clubs to the design and implementation of all the categories and products.”