Hard Candy Press Kit

Harder is Better™

www.hardcandyfitness.com

Hard Candy Fitness® is a global luxury fitness brand. In our international fitness clubs our members work out hard in stylish settings - and we believe that Harder is BetterTM. Our members have an experience where entertainment and fitness combine leaving them feeling strong and inspired. This inspiration also reaches beyond our club walls with other branded lifestyle offerings.

Founded by Madonna in partnership with New Evolution Ventures in 2010, the brand has grown to include locations in destination cities around the world. We bring innovative group fitness programming and personalized fitness training to our members with a high level of personal service. Madonna’s dedication to excellence is felt throughout our brand and inspires our organization and our members to live up to their potential.

Our clubs offer a complete fitness experience with industry-leading equipment and luxurious amenities. Beyond just a place to work out, a social space is created because our club is infused with group fitness. Our lead fitness instructor, and Madonna’s personal trainer, designs our signature group fitness programming based on the routines she creates for Madonna.

Hard Candy Fitness has a distinctive global footprint and is recognized worldwide. We are constantly innovating, influenced by ideas from around the world. Our brand is Madonna inspired, fitness fueled, and totally unique.

Hard Candy FitnessMedia Contact:Linell [email protected]

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Better by Madonna

Making your life and your body a work of art requires constant hard work and a non-compromising lifestyle. Madonna has achieved this many times over and brings this focus to the fitness world through Hard Candy Fitness®.

Fitness, style, and Madonna are inseparable concepts. Her legendary energy, fitness regime, and dedication, keep her body and mind perfectly in balance in order to live her high performance lifestyle. With Hard Candy Fitness, she puts her own stamp on the fitness industry, delivering her passion for fitness and health around the world.

Madonna is a cultural icon renowned for her success as a musician, dancer, entertainer, film director, producer, fashion designer, and author. 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.

“I am my own experiment. I am my own work of art.” -Madonna


Better is Inspired

Internationally renowned as a personal trainer and professional dancer, Nicole Winhoffer serves as choreographer and personal trainer to Madonna. She is the creative force behind group fitness programming for Hard Candy Fitness®. Having trained instructors in our clubs, Nicole breathes her artistic vision into all Hard Candy Fitness programming.

Her signature workouts are designed to create a strong, lean, toned, and flexible body. Her innovative design and movements develop endurance and agility at all levels of fitness. Influenced by art, fashion, music and popular culture, Nicole expresses her passion through fitness and dance.

Nicole has performed in major Broadway shows and with internationally renowned recording artists. Trained in classical dance, modern dance, jazz and musical theatre, she has immersed herself in anatomy, physiology and fitness trends to take Hard Candy Fitness members and Madonna to their utmost fitness potential.

“I want people to move, to be free, to look their best, to feel their best. I want to inspire them.” -Nicole


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Better is ExceptionalOur clubs are a work of art in themselves, designed with extraordinary style and outfitted with the finest materials. They deliver a clean, modern, and refreshing look and feel. They are designed for members who expect to work out hard and then relax in luxury. Lavish amenities and elegance in every detail make our clubs stand out.

Members feel the intensity of the Hard Card Fitness® experience as soon as they walk in. Dramatic lighting, stunning art, upbeat music and a high-style ambiance are the first steps toward feeling sensational before the workout even begins.

Our clubs include:• State-of-the-artcardioandstrength-trainingequipment• Groupfitnessstudioswithspecializeddancefloors• Results-focusedpersonaltraining• Functionaltrainingareasforcustomizedworkouts• TheHardCandyEnergyBarandloungearea• Spa,saunaandsteamrooms• Lappoolsandjacuzzis


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Better TogetherHard Candy Fitness® elevates group fitness and personal training. Our instructors and trainers are hand-picked and guide our members through high performance workouts toward their fitness and life goals.

We develop proprietary group fitness programming in the three fitness spectrums: cardio, strength and flexibility. Highly influenced by dance, our signature series, AddictedtoSweat is created by Madonna’s personal trainer and based on her daily workout regime. It is a highly challenging program inspiring members to push themselves while having fun.

In addition to our signature series, we offer a complete line of programs includingtraditionalandmodernclasseslikeyoga,Pilates,TRX®SuspensionTraining®, and group cycling. We constantly innovate and develop new ideas for our international clubs, translating these into new exciting options for our members around the world.

Our personal trainers are certified in many specialties and create complete programs for our members including physical, mental and nutritional plans. Often they become mentors helping our members improve their lives.


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Better VisionThe 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.

Considered the fitness industry’s greatest innovator, Mr. Mastrov is the co-founder and chairman of New Evolution Ventures and previous founder of 24 Hour Fitness Worldwide, Inc., which he guided from a single location to the world’s largest fitness company, serving more than 3.5 million members in theU.S.,EuropeandAsia.Hecurrentlyownsandoperatesfitnesscentersonfive continents and has built and developed over 1,100 locations worldwide.

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 truly global perspective.


VISIONARIES

Mark Mastrov

Guy Oseary’s entrepreneurial leadership and global vision includes thedevelopment and innovative business management of artist brands, (Madonna), producing films (vampire film trilogy Twilight), concert tours (Madonna’s “Sticky & Sweet Tour” grossed $408 million dollars),management of three-time American League MVP Alex Rodriguez, advisor to the leading coconut water brand company (Vita Coco), and a joint venture partnership with Iconix Brand Group in the apparel industry.

Guy Oseary

HardCandyFitnessMoscowGrandOpening,August2012


Better Execution

Linell Killus: Chief Marketing Officer

With more than 30 years of experience in the health, fitness and weight management industries, as Chief Marketing Officer, Ms. Killus oversees the marketing and brand efforts for an extensive portfolio of subsidiaries andaffiliates.ShehasasuccessfultrackrecordofengaginginhighprofilepartnershipswiththeUnitedStatesOlympicCommittee,NBC’s“TheBiggestLoser,”Magic Johnson,AndreAgassi, LanceArmstrong, ShaquilleO’NealandDerekJeter.

Craig Hoffman: Chief Operating Officer

As Chief Operating Officer, Mr. Hoffman oversees brand development, chain growth, programming and operations. He has been president of Bill Blass, overseeing operations as well as the couture apparel house. In addition, he servedasSeniorVicePresident forNexCenBrandswhereheboughtanddeveloped nine consumer brands in both upscale and mass markets.

Jim Rowley:Co-Founder&ChiefExecutiveOfficer

Co-founderofNewEvolutionVenturesin2008withfriendandmentorMarkMastrov, 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 atwhatwouldbecome24HourFitnessfromGeneralManager toDivisionPresident,responsiblefor225locationsandover8,000teammembers.

Mike Apple:SVPofInternationalBusinessDevelopment

AsSeniorVicePresidentforInternationalBusinessDevelopment,Mr.Appleoversees all international expansion. He has been the Managing Director for Apple Wellness Limited, consulting and managing for all phases of fitness development in Asia. Additionally, he served as Vice President for 24 Hour Fitness, developing several regional markets.

New Evolution Ventures

Hard Candy Fitness

The Hard Candy Fitness® team is highly skilled in global branding and works closely with the industry-leading professionals of New Evolution Ventures.

Mike Feeney:Co-Founder&ExecutiveVicePresidentofConstruction, Assets and Purchasing

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 servedasVicePresidentof24HourFitnessfor 18years,whereunderhisleadership, the 200+ facilities and development team successfully maintained over 400 locations.


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Brent Leffel: President

AsPresident,Mr.LeffelisresponsibleforallM&Aandfinancingrelatedactivitiesand oversees the operations of several portfolio companies. Previously, Brent was a Managing Director of Angelo, Gordon & Co., an alternative assetmanagementfirmwithover$25billionincapitalundermanagement,andVicePresidentofBearStearnsMerchantBankingwherehefocusedonprincipalinvesting, with significant experience in the health, wellness and fitness sector.


Better in the PressSelected Press

The Hollywood Reporter The Week

ET Online Celebrity Circuit

ShapeMagazine Fitness Magazine


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