hard candy

Hard Candy throws in the towel on Toronto gym

As of Monday, May 2, Toronto's Hard Candy Fitness - you know, the one affiliated with Madonna - will be no longer. Instead, the downtown gym will be reborn as Aura Fitness.

According to an email sent to Hard Candy members, this rebrand comes after city regulations made it difficult for the gym to put out exterior signage.

"While the Hard Candy Fitness brand originally attracted widespread media attention, changing city regulations prohibited exterior signage for the fitness centre, significantly impacting our membership growth," said the email.

"Given the amazing space and our dynamic team, we see an opportunity to make a stronger connection with the building's name and location, raising awareness about the facility and ensuring we are first of mind to individuals driven by fitness and living a healthy lifestyle."

Hard Candy will be closed on April 30 and May 1. When it reopens on May 2 it'll be under the Aura Fitness name.

We have reached out to Hard Candy Toronto for comment and have yet to hear back.

Photo by Jesse Milns.


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