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Think of it as a way off-Broadway soft opening. Just announced last month, on Monday Madonna opened the first location of her "fitness meets entertainment" chain of health clubs — in Mexico City, unexpectedly.

Each Hard Candy Fitness club, named for her 2008 album, will boast a similar interior design: a wall emblazoned with the slogan "Harder is better" and beauty shots galore of the Material, er, Woman to motivate members.

Of her gym's branding, the pop icon told AP, "It's a sexy name that gives you the opportunity to have fun and to build strength as far as the imagination will allow." Her own physical appearance at the opening, meanwhile, sparked some imaginations in unintended ways.