Hard Candy Fitness® is a global, high-end fitness brand with a distinctive difference. The brand was created in 2010 by Madonna, the world’s leading female pop icon and well-known fitness enthusiast, and New Evolution Ventures, the world’s leading expert in fitness club development and operations. The brand has grown to include club locations in destination cities around the world focused on innovative group fitness programming and personalized fitness training. Our members enjoy an experience where entertainment and fitness intersect leaving them feeling strong and inspired physically and mentally.
Madonna’s dedication to excellence and commitment to hard work inspires our brand, and our members approach fitness the way they approach everything in life – with the mantra ‘Harder is Better’. We are constantly innovating, influenced by ideas from around the world. Our brand is Madonna inspired, fitness fueled, and totally unique.
The Hard Candy Fitness Corporate team is comprised of experienced fitness professionals, world-class business leaders, fitness club operators, and talented cross-functional experts. Our brand is inspired by Madonna herself, a cultural icon renowned for her success as a musician, dancer, entertainer, film director, producer, fashion designer, and author and uniquely works with our team as an active and influential founding member of our team setting the same high standards for quality and excellence.
Mark Mastrov is a global visionary within the health and wellness industry. His career highlights include partnering with the U.S. Olympic Team, as well as celebrities such as Lance Armstrong, Andre Agassi, Jackie Chan, Shaquille O’Neal, and Yao Ming to open co-branded clubs.
Mastrov is the founder of 24 Hour Fitness Worldwide, Inc., which he grew to the world’s largest fitness company, serving more than 3.5 million members in the U.S. and Asia. Since founding 24 Hour Fitness in 1983 with a single facility in San Leandro, California, Mastrov built a fitness empire of over 420 clubs located in 16 U.S. states and five Asian countries: Hong Kong, Mainland China, Taiwan, Malaysia and Singapore, with revenues in excess of $1.5 billion.
In June 2005, Mastrov sold 24 Hour Fitness Worldwide Inc. for $1.68 billion, the largest deal in industry history, remaining chairman with a substantial stakeholder in the company. Mastrov left 24 Hour Fitness in January of 2008 to pursue new ways to support people of all fitness levels and abilities worldwide.
Co-founder of New Evolution Ventures in 2008 with friend and mentor Mark Mastrov, Mr. Rowley is Chief Executive Officer where his responsibilities include the day-to-day operations of the NeV investment portfolio, managing several fitness, wellness, media and sports platforms internationally. His expertise in the industry was sharpened by holding nearly every management position at what would become 24 Hour Fitness from General Manager to Division President, responsible for 225 locations and over 8,000 team members.
As President, Mr. Leffel is responsible for all M&A and financing related activities and oversees the operations of several portfolio companies. Previously, Brent was a Managing Director of Angelo, Gordon & Co., an alternative asset management firm with over $25 billion in capital under management, and Vice President of Bear Stearns Merchant Banking where he focused on principal investing, with significant experience in the health, wellness and fitness sector.
As a founding member and Executive Vice President, Mr. Feeney oversees facility planning, design, construction and asset purchasing for NeV subsidiaries and affiliates, including Hard Candy Fitness. Prior to NeV, he served as Vice President of 24 Hour Fitness for 18 years, where under his leadership, the 200+ facilities and development team successfully maintained over 400 locations.
As Senior Vice President for International Business Development, Mr. Apple oversees all aspects of global expansion through licensing, mergers and acquisitions. With twenty plus years as a successful operator in diverse markets and extensive knowledge of today’s business and fitness worlds, he guides the sales, fitness and operations teams to success. In addition to holding every club and field position including Vice President with 24 Hour Fitness, Mr. Apple has managed key markets for the last ten years in the U.S., Europe and Asia, as well as Russia, Hong Kong, Korea, Vietnam and Thailand. His portfolio of operating in vast global fitness markets coupled with real estate and construction adds great value in reaching worldwide expansion goals.
Donna Cyrus serves as the Group Fitness Creative Consultant and Director for New Evolution Ventures and oversees the group fitness programming for Madonna’s international fitness brand “Hard Candy Fitness.” Ms. Cyrus has made a name for herself in the industry by spearheading the development of innovative programming for leading brands in today’s competitive fitness industry. She is known for ability to create entertaining, yet highly-effective group fitness classes and has been recognized for her significant contributions to the industry. Ms. Cyrus is the proud recipient of the ECA Lifetime Achievement Award, ECA Visionary Award, and IHRSA Award for Innovative Programming. Ms. Cyrus now serves on the prestigious IDEA Program Director Committee.
Guy Oseary began his career in the music business as an A&R man. A few short years later he became the head of Maverick Records. Under his leadership the company sold over 100 million albums. Guy moved on to produce television shows and films including the Twilight film franchise. He currently manages the careers of Madonna and U2, and is a founding partner of venture capital fund, A-Grade.
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Hard Candy Fitness is the first global, luxury fitness brand. With club locations in destination cities around the world, our mission is to create a unique fitness experience that combines exercise with other exciting elements – from music, to entertainment, to dance. From our innovative and stylish club design and extensive amenities to our signature group fitness classes based on Madonna’s own workout regimen, our brand delivers an addictive and unparalleled fitness experience.
With Hard Candy Fitness, Madonna puts her own stamp on the fitness industry, delivering her passion for fitness and health around the world. She is not just a celebrity spokesperson for Hard Candy Fitness; she is a founding member of the team and provides direct access to her extensive relationships, PR and media engagements, social media fan base and more. Additionally, our signature Addicted to Sweat classes our based on the actual workouts she does daily. Madonna is a cultural icon renowned for her success as a musician, dancer, entertainer, film director, producer, fashion designer, author, and business entrepreneur. In all of her endeavors, whether she is traveling with the tour or rehearsing on stage, she sets an incredibly high standard and demands excellence. As a founding partner, she sets the same high standards for Hard Candy Fitness.
Founded by Madonna in partnership with New Evolution Ventures in 2010, the Hard Candy Fitness® story is guided by Mark Mastrov and Guy Oseary, two incredibly successful visionaries. Their passion and leadership continue to shape the fitness and entertainment industries around the world. Mr. Mastrov’s history as the world’s most successful gym builder with Mr. Oseary’s history of guiding world-wide entertainment brands creates an incredible point of view for our growth. Everything we do, from the equipment in our clubs, to members’ offerings, to strategic partnerships, is influenced by this experienced, global perspective.
Based in Northern California, New Evolution Ventures (NeV) is a private equity firm focused on the acquisition, development and operations management of fitness, media and sports interests both domestically and internationally. Founded in 2008 by Mark Mastrov, Jim Rowley and Mike Feeney, and following a strategic partnership with Vision Capital in 2011, 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 more than 20 countries worldwide representing over 800+ facilities. For more information, visit www.nev.com.
The Hard Candy Fitness club operators are comprised of experienced, world-class, fitness club operators from around the globe. These individuals are part of a global network of Hard Candy Fitness clubs in the following locations: Mexico City, Moscow, St. Petersburg, Santiago, Sydney, Rome, Berlin, and Toronto. The brand will continue its expansion into destination cities around the world, with both clubs and other branded lifestyle offerings.
Unique group fitness programs take center stage at Hard Candy Fitness – from Ripped Yoga to Spiderweb with TRX. Our signature Addicted to Sweat® programs combine a series of workouts designed with the actual cardio dance choreography, flexibility, and toning exercises Madonna herself does to keep fit and maintain her rock hard body. Addicted to Sweat® blends innovative dance choreography and challenging strength based exercises with a flowing flexibility series to provide a complete and total body workout. This unique signature program provides a complete workout system with classes designed to empower, motivate, and move participants while enhancing the overall Hard Candy experience.
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