Madonna visited her soon-to-open Hard Candy Fitness club in Rome yesterday evening where she signed the club's mantra, "Harder Is Better" on the wall. She also hosted an intimate screening of "Secret Project" at the club for a select group of members, friends and fans. The 17 minute film about tolerance, freedom and love was created by Madonna and Steven Klein.

During a tour of the facility prior to the screening, Madonna was most enthusiastic about the group fitness studio which has a special floating dance floor where members will perform the brand's signature Addicted to Sweat workout programs, which are based on her personal workout routine.

The club will be the first of several Hard Candy Fitness locations planned for Rome and was developed in partnership with Dabliu, one of largest Italian networks in the fitness industry. The first location - a 13,000 square foot facility across from the Coliseum will open for workouts in October with a grand opening event scheduled at that time...An enrollment center is now open at Via Capo d'Africa, 5 and early memberships are currently being offered at exclusive, limited time special rates.

"We were very proud to personally welcome Madonna visit to our Hard Candy Fitness Rome club," stated Andrea and Ugo Pambianchi, owners of Dabliu and Managers of Hard Candy Fitness Rome. "Her presence here has been truly inspiring and we cannot wait to pass her energy onto our members. We are pleased to announce the opening of our second location and offer another luxury fitness brand to residents in our city!"

The second location of Hard Candy Fitness is on Viale Romania, 22 - near the center of the city. The facility will be a conversion of a 21,000 square for Dabliu Parioli club and is also scheduled to open October 2013.

Hard Candy Fitness, founded in partnership with Madonna and New Evolution Ventures (NeV), has also recently announced that the first of several Hard Candy Fitness clubs in Berlin will open in September, joining the current locations in Sydney, Santiago, Mexico City, Moscow, and St. Petersburg, Russia. The brand is expected to announce the opening of multiple locations this year as it continues its expansion into destination cities around the world.

For more information about Hard Candy Fitness Rome and exclusive membership opportunities, contact Hard Candy Fitness Colosseo, T. +39-06-70490452, or visit www.hcfroma.com/contattaci and www.hardcandyfitnessrome.it