Founded in 2010, the venture had centres in Berlin (8 clubs), Mexico City, Moscow, Rome, Santiago, St. Petersburg, and Sydney.

That same year, the location in Toronto was rebranded as Aura Fitness after the initial media attention didn't translate into gym memberships.

[4] The fitness clubs were founded in 2010 as a partnership between Madonna, her manager Guy Oseary and New Evolution Ventures (NEV).

An initial meeting between Mark Mastrov (the innovator behind 24 Hour Fitness and NEV) and Oseary was held in early in 2008.

With Mastrov's partner Jim Rowley of NEV, Craig Pepin-Donat, the Vice President of Marketing and Development, along with Madonna and Oseary, they created the business venture.