A brand built on gyms, ranches and horse breeding farms – The Athletic


“It’s like being invited into Sergio’s front room,” The Athletic is advised, because the tour of the Sergio Ramos by John Reed health club in Madrid begins.At reception, 4 big, scaled and horned dragons appear to spring from the ceiling. Within the dressing rooms, a big gold lion with wings stands proudly atop the metal lockers.Coming into the health club itself — a cavernous house inside Madrid’s Moncloa metro station — large purple lizards scale the partitions. Deeper inside, behind the rows of operating machines, sand-coloured statues of legendary horse-like creatures dance. Snakes, bulls and angel wings are additionally seen among the many punching baggage and rowing machines. There are throbbing beats, black curtains, and purple lighting all over the place.“Individuals say it’s like a museum… or a on line casino,” says the tour information.The Athletic visited in late January for a lot of causes. One is skilled curiosity, given the previous Actual Madrid captain’s new crew Paris Saint-Germain are quickly due on the Bernabeu for a Champions League last-16 second leg. One other is to think about really changing into a member. A 3rd is simply fascination with what being invited into Ramos’ life can be like.“I’ve been concerned right down to the smallest element,” Ramos himself mentioned in December when he introduced the “boutique” health club to the media. “In each nook, my passions are mirrored — artwork, horses; symbols that, for me, are passions and motivating. In all these particulars, we’ve thought and designed the whole lot, right down to the colors on the ground, and the whole lot has a which means.

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