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The spa offers a range of Ayurvedic treatments
Thomas Sandell was principal architect on the project
“HARD CANDY FITNESS WOULDN’T BE A SUCCESS WITHOUT MADONNA’S
CONTINUED PASSION AND COMMITMENT TO THE BRAND"
members to practise bar work, body
sculpting and the latest trends in yoga.
To help support members through
this intensive training, the club offers
a ‘Fitness Concierge Service’, which
includes a personal fitness programme
supervisor for every member.
This supervisor will devise an individualised
programme for members
that includes a workout plan as well
as nutritional advice. The emphasis
is on continued support, with supervisors
reviewing clients every three
months. There is also a club doctor,
who members can visit for a health
assessment and for diet advice.
STRIKING A BALANCE
However, although Hard Candy Fitness
Moscow firmly believes in working
hard, it also provides members
with the chance to relax and enjoy a
bit of pampering. The club’s Orient
Express spa offers a full range of treatments
including Ayurvedic massage.
Members even get their own spa counsellor,
who can provide personalised
recommendations and advice.
With such a good balance on
offer between high quality workouts
and relaxation, Hard Candy Fitness
Moscow is already proving popular.
“Hard Candy Fitness Moscow brings a
very personal approach to every customer’s
wishes,” says Razumova. “In
my opinion, what people generally lack
is attention. There may be clubs with
interesting design and good equipment,
but only with us do members
receive very personal attention, which
is so important to help them fulfil their
personal fitness goals, achieve mental
balance and relaxation.
“Our staff are trained to present the
highest level of professionalism when
it comes to fitness training, but also
to make members fall in love with the
club and long for their next visit.”
THE FUTURE
Later this year, Russia will get its
second Hard Candy Fitness – in St
Petersburg – and, as with Moscow,
Razumova will be at the helm. Mastrov
and Razumova have a long-standing
working relationship and friendship.
Mastrov says: “As one of the founders
of the modern Russian fitness movement,
Razumova is one of the best
fitness operators in the world.”
Going forward, the strategy of
locating Hard Candy Fitness clubs in
upmarket residential areas will continue.
Natalia Kryuchkova, head of
marketing for Hard Candy Fitness
Russia, explains the rationale. “We
look for strong demographics with high
household income in cities where people
will be able to afford a slightly
higher price point," she says. "The
intention is to create a business with
high-end clubs in the best corners of
the best cities in the world.”
The world certainly seems to be
Hard Candy Fitness’ oyster where
new openings are concerned, with the
team currently exploring Italy, the UK,
Canada, France, Australia, Argentina
and Brazil as possible locations. The
team has a two-model approach:
building new clubs from the ground
up; or converting existing locations in
conjunction with talented operators,
investing alongside them to rebrand
an existing facility.
“The Hard Candy Fitness model
will evolve with our first five to 10
locations. While there will be brand
consistencies, certain components
such as design, services and amenities
may change based on the
particular location of the club and
the culture of that country or region.
However, each Hard Candy Fitness will
have a structure to ensure a fresh,
energising experience no matter where
it’s located,” explains Mastrov.
He continues: “When it comes to
launching a brand with one of the most
renowned celebrities, you couldn’t ask
for a better partner than Madonna.
Whether it’s her hands-on involvement
or undeniable star power, Hard
Candy Fitness wouldn’t be as successful
without her continued passion and
commitment to the brand.”
With Hard Candy Fitness possibly
coming to a city near you in the future
– if you’re looking for a fitness club
where you can work out hard, experience
unique classes inspired by one of
the world’s most famous entertainers
and relax in luxury – then Hard Candy
Fitness certainly won’t disappoint. ●
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