Annick-Isabel Marcoux, the head of downtown Toronto’s new Hard Candy Fitness centre – or, as it’s known to many, “that gym owned by Madonna” – looks as cinematically futuristic as the luxury fitness facility she runs.

Wearing a cocoon-like white jacket and a sci-fi platinum pixie cut, Ms. Marcoux fits right in with the gym’s shiny red chrome exercise equipment and furniture, which looks like it belongs on a starship.


It doesn’t resemble any fitness centre you have seen before, and there is a reason for this: Ms. Marcoux argues that Torontonians are eager to experiment with their workouts.

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