The `Celebration` hitmaker - well known for her intense workout regime and sporty physique - attended the opening of the Hard Candy Fitness centre in Mexico City yesterday (29.11.10) and noted the name was an important part of the "sexy" brand.

She said: "It`s a sexy name that gives you the opportunity to have fun and to build strength as far as the imagination will allow."

The 52-year-old singer added she was not skimping on price with the gyms, which will eventually be launched worldwide, and plans for them to be "first-class" fitness establishments.

She said: "If any of you have seen my shows, you know that I don`t skimp on them and the same is true for the gum. We spend what it takes to make a globally first-class gym."

In addition to cutting the ribbon at the gym, Madonna also gave a dance class to 20 handpicked members to music from DJ Paul Oakenfold.

Discussing the decision to launch the gyms in Mexico, Madonna said in a statement last week she hoped the establishment could be "fine-tuned" before being rolled out worldwide.

She said: "Our plan is to use Mexico as a place to fine-tune our brand and then expand it to other countries and, in the long term, develop a global brand that includes the United States."
sections: Celebrities