THE Material Girl works hard for her money and now she wants more Australian dollars, choosing to open her fourth Hard Candy fitness club in Sydney yesterday.
Just a week after she apologised for cancelling the Australian leg of MDNA world tour citing her commitment to her children, Madonna the businesswoman continues to expand her brand Down Under.
The unveiling of the luxury fitness club in the Sydney CBD follows last week's arrival of her Material Girl clothing line here.
There was to be no personal appearance from the veteran pop singer and renowned gym junkie at the first Australian centre despite Madonna launching the first centre in Mexico and dropping into the Moscow club during her recent tour there.
Another gym now operates in Chile.
Hard Candy Sydney CEO Selena Short said the renowned pop perfectionist had "hands-on'' involvement in design of the four-storey centre and its 30 workout programs in partnership with New Evolution Ventures.
To look as sculpted as Her Madgesty, you can undertake her personal favourite Addicted To Sweat classes or indulge in a yoga or pole-dancing session.
Her image is scattered throughout the high-end club as well as her motivational mantras including "Harder is better''.
Ms Short said the Hard Candy club wasn't necessarily just for Madonna fans but for those who were inspired by her work ethic and dedication to fitness.
"She is amazingly very hands-on to the point where over the last month I have had to change so much of the design, colours, those sorts of things,'' she said.
"She's very particular and knows exactly what she wants people to experience in the club.
"The Hard Candy member is someone who wants to be motivated to work hard and change themselves, to look good and feel good. And someone who likes trying different things.''
Madonna has made no secret of wanting to establish Hard Candy as a global brand and Ms Short said the singer's snub of her Australian fans on this world tour would not affect the fitness centre's popularity.
"It is unfortunate that she isn't coming but it wasn't an easy decision for her to make,'' she said.
"But this club is very much an experience she wants to share with people.''
Ms Short said the cheapest membership would cost $50 for a fortnight's worth of classes but would not divulge the most expensive package on offer.
Just a week after she apologised for cancelling the Australian leg of MDNA world tour citing her commitment to her children, Madonna the businesswoman continues to expand her brand Down Under.
The unveiling of the luxury fitness club in the Sydney CBD follows last week's arrival of her Material Girl clothing line here.
There was to be no personal appearance from the veteran pop singer and renowned gym junkie at the first Australian centre despite Madonna launching the first centre in Mexico and dropping into the Moscow club during her recent tour there.
Another gym now operates in Chile.
Hard Candy Sydney CEO Selena Short said the renowned pop perfectionist had "hands-on'' involvement in design of the four-storey centre and its 30 workout programs in partnership with New Evolution Ventures.
To look as sculpted as Her Madgesty, you can undertake her personal favourite Addicted To Sweat classes or indulge in a yoga or pole-dancing session.
Her image is scattered throughout the high-end club as well as her motivational mantras including "Harder is better''.
Ms Short said the Hard Candy club wasn't necessarily just for Madonna fans but for those who were inspired by her work ethic and dedication to fitness.
"She is amazingly very hands-on to the point where over the last month I have had to change so much of the design, colours, those sorts of things,'' she said.
"She's very particular and knows exactly what she wants people to experience in the club.
"The Hard Candy member is someone who wants to be motivated to work hard and change themselves, to look good and feel good. And someone who likes trying different things.''
Madonna has made no secret of wanting to establish Hard Candy as a global brand and Ms Short said the singer's snub of her Australian fans on this world tour would not affect the fitness centre's popularity.
"It is unfortunate that she isn't coming but it wasn't an easy decision for her to make,'' she said.
"But this club is very much an experience she wants to share with people.''
Ms Short said the cheapest membership would cost $50 for a fortnight's worth of classes but would not divulge the most expensive package on offer.
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