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Madonna to Launch Hard Candy Fitness Franchise

Madonna
Joe Kohen/Getty Images for Martini

Performer to open gyms in major cities around the world, with outlets already planned for Argentina, Brazil, Russia and multiple branches in Europe and Asia.

Madonna will launch a chain of health clubs around the world called Hard Candy Fitness beginning next month, the singer announced today on her official website, Madonna.com. She will make an appearance at the opening of the franchise's 30,000-square-foot debut gym in Mexico City on November 29.

The singer's longtime manager, Guy Oseary, and the California-based New Evolution Ventures are partners in the chain of fitness centers that are to open in major cities around the world, with outlets already planned for Argentina, Brazil, Russia and multiple branches throughout Europe and Asia. No U.S. locations have yet been announced.

"Hard Candy Fitness will be a reflection of Madonna's point of view and will reflect her input on every detail, including music space, light and other design cues," Mark Mastrov, New Evolution Ventures chairman and founder of the 24 Hour Fitness chain, said in a press statement. "Madonna's touch will be everywhere."

Madonna announced the Hard Candy Fitness project, which takes its name from the 52-year-old performer's 2008 album, shortly after wrapping directing duties on W.E., a romantic period drama that she co-scripted with Alek Keshishian and which is due in theaters in 2011.