Brand New World

Madonna is exercising her business prowess by launching a chain of gyms, with the first port of call being Mexico.

The singer attended the opening of her Hard Candy Fitness Club in Mexico City to the delight of many screaming fans.

She said she chose to unveil her first gym there because she loves Mexico’s culture, food, art and architecture and wasn’t worried about its wave of drug-related violence.

"A lot of places I go are dangerous, like Tel Aviv or Rio (de Janeiro), but that never stops me from going there and putting on a show. I have good security," Madonna said surrounded by three burly bodyguards.

"I don’t worry about that."

The fitness centre offers the latest equipment and classes as well as a juice bar-cafe and luxury sauna and steam rooms.

At 52, Madonna’s own fitness regime is legendary and her physique has been both admired and criticised as excessive.

She taught a short dance lesson to a few Hard Candy members at the event.

The name is taken from her 11th studio album, which topped the charts around the world in 2008.