LIVING & DESIGN → top choice When the idea of opening the first Hard Candy in North America on Yonge St. was brought to Team Madonna, it was an easy “yes.”
Marcoux continues: “Before launching Hard Candy in 2010, Madonna sat with her team and went through a list of cities around the world where she wanted to open a gym, where
choreography from Madonna’s vid-
she was most welcomed and most
eos and world tours. It’s a work-
successful with her tours. They had
out that she actually does. If you’ve
a list of 12 cities and Toronto was on
seen her live, you know she can
it. So the connection was easy.”
jump around on stage for hours and
At the end of the day, if Madonna’s
hours, and the way she stays in the
personal opinion matters to you, it
shape that she’s in is by doing this
should be known that she has put
class.”
her own stamp of approval all over
Another class to help get you that
the Toronto location. “She has seen
Blonde Ambition Tour type of body
photos of everything we’ve done,”
is “Strength and Heels, which, yes,
says Marcoux, from the reception
is cardio in stilettos. “I’m from the
desk to the chairs to the photos
athletic part of fitness,” says Kirwan,
on the walls. She’s had to approve
“so when I first heard of that class, it
everything with her team, so she’s
didn’t appeal to me right away. But
been very involved. She’s even
throughout training, it ended up
approved every single Addicted to
being one of the most fun classes
Sweat instructor we’ve hired.”
I’ve ever done. You let loose and let go of any inhibitions you might have. Our instructors, both male and female, help bring that out in you.” (Gentlemen, please note that it’s BYOH.) sign of slowing down. The latest location, which soft
Confessions on a Dance Floor in your free condo gym?
Another highlight is the cycling studio, which looks similar to a
launched last month, hides away
At first glance, it’s clear that great
night club scene straight out of the
on the 4th floor of the eerily tall
attention to detail has been paid to
Hung Up video, with dim lighting,
Aura, what will be when completed
keeping a cohesive theme through-
glowing bikes and a live DJ spin-
Canada’s tallest residential build-
out the venue. Aesthetically, the
ning on various nights throughout
ing at Yonge and Gerrard streets.
open, airy space is beautiful. Wall
the week.
The grand opening is slated for
to wall murals of Madonna sur-
From the 10-foot tall Madonna
early January 2014 where President
round in all her airbrushed glory;
posters, to the disco-style spin
and CEO Annick Marcoux is confi-
the workout equipment is painted
class, you’ve probably guessed that
dent that Madge herself will make
a tasty, candy apple red; even
their target market is well, you
a special appearance. This isn’t just
the locker room soap smells like
know, us. And with the gay village
another random project for the pop
something Willy Wonka would’ve
only a block away, Hard Candy’s
star. “The brand is her passion and
invented. Want a “Like a Prayer”
location is no accident.
her lifestyle,” she says, “You look at
smoothie? Hope you like almond
her at age 55 and she’s gorgeous,
milk.
But Marcoux and her partners had the space at Aura before decid-
she has arms of thunder. Hard
The weights area is on par with
ing on a gym to fill it. Says Marcoux:
Candy is luxurious and it’s who
any other gym in Toronto, and the
“It could have been branded some-
Madonna is. It’s a $6 million gym.
state-of-the-art cardio equipment is
thing else. We had a lot of other
She has high standards.”
quite impressive, but the group fit-
names to choose from, but because
And luxury doesn’t come cheap.
ness classes seem to be where your
of the proximity to the gay vil-
You’ll find that a membership here
money is really going, as they’re
lage and how strong of a follow-
is more expensive than any of the
unlike any other you’ll find, at least
ing Madonna has in the gay com-
six GoodLife Fitness spots down
in this town. Director of group exer-
munity, we decided it was the best
the street, setting you back around
cise Lori Kirwan is most proud of
brand to bring to this space.” When
$99 a month, plus an initiation fee.
their signature Addicted to Sweat
the idea of opening the first Hard
But the question is, are you going
class, created by Madonna and her
Candy in North America on Yonge
to get what you pay for here, or
personal trainer, Nicole Winhoffer.
St. was brought to Team Madonna,
should you just stick to blasting
Says Kirwan:
apparently it was an easy “yes.”
“It features actual
work out like madonna HIGH-TECH LOCKER ROOMS No padlock no worries. Lockers feature electronic locks that can be opened and closed with the tap of your membership card. MOVE IN TODAY The gym is free for Aura condominium residents. BIG SHOES TO FILL Don’t own heels? The gym will soon offer custom Hard Candy stilettos to purchase for the “Strength and Heels” class. Sizes available up to a man’s 13. ACT NOW While membership prices are starting at $99/ month, plus a one-time initiation fee of $69, prices are expected to rise. EYE CANDY Says CEO Annick Marcoux: “We’ve hired fit, good-looking men and women. We want to make fitness fun.” If that won’t get you to the gym, what will?
intorontomag.com
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21/11/2013 11:56:28 AM