Harder is Better

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.

OVERVIEW
Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

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. Madonnas 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 Madonnas 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 Fitness

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Better by Madonna

I am my own experiment. I am my own work of art. -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.

www.hardcandyfitness.com

Better is Inspired

NICOLE WINHOFFER
Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

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

Hard Candy Fitness

www.hardcandyfitness.com

Better is Exceptional
Our 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-art cardio and strength-training equipment Group fitness studios with specialized dance floors Results-focused personal training Functional training areas for customized workouts The Hard Candy Energy Bar and lounge area Spa, sauna and steam rooms Lap pools and jacuzzis

Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

Hard Candy Fitness

THE CLUB

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Better Together
Hard 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, Addicted to Sweat is created by Madonnas 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 including traditional and modern classes like yoga, Pilates, TRX Suspension Training, 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.

Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

Hard Candy Fitness

WORKOUTS

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Better Vision
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.

VISIONARIES
Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

Hard Candy Fitness Moscow Grand Opening, August 2012

Mr. Mastrovs history as the worlds most successful gym builder with Mr. Osearys 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. Mark Mastrov
Considered the fitness industrys greatest innovator, Mr. Mastrov is the cofounder and chairman of New Evolution Ventures and previous founder of 24 Hour Fitness Worldwide, Inc., which he guided from a single location to the worlds largest fitness company, serving more than 3.5 million members in the U.S., Europe and Asia. He currently owns and operates fitness centers on five continents and has built and developed over 1,100 locations worldwide.

Guy Oseary
Guy Osearys entrepreneurial leadership and global vision includes the development and innovative business management of artist brands, (Madonna), producing films (vampire film trilogy Twilight), concert tours (Madonnas 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.

Hard Candy Fitness

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Better Execution
The Hard Candy Fitness team is highly skilled in global branding and works closely with the industry-leading professionals of New Evolution Ventures. Hard Candy Fitness
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 served as Senior Vice President for NexCen Brands where he bought and developed nine consumer brands in both upscale and mass markets.

THE TEAM
Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

Mike Apple: SVP of International Business Development

As Senior Vice President for International Business Development, Mr. Apple oversees 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

Jim Rowley: Co-Founder & Chief Executive Officer
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.

Brent Leffel: President

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.

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 and affiliates. She has a successful track record of engaging in high profile partnerships with the United States Olympic Committee, NBCs The Biggest Loser, Magic Johnson, Andre Agassi, Lance Armstrong, Shaquille ONeal and Derek Jeter.

Mike Feeney: Co-Founder & Executive Vice President of Construction, Assets and Purchasing Hard Candy Fitness
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.

www.hardcandyfitness.com

Better in the Press

Selected Press

PRESS

The Hollywood Reporter

The Week

ET Online

Celebrity Circuit

Media Contact: Linell Killus 925-297-6372 Linell@newevolutionventures.com

Hard Candy Fitness

Shape Magazine

Fitness Magazine

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