Virgin Active has begun its expansion into continental Europe, by concluding negotiations for its first two sites in Italy.

The 50,000 sq ft health clubs will open in mixed use leisure developments in Genova and Bologna at the end of 2003, beginning of 2004. The group plans to roll out a further ten clubs in Italy as part of its Italian expansion programme, with Milan, Rome and Turin looking likely destinations.

The Italian clubs will include a 12,000 sq ft gym and 25m swimming pool. As well as offering members free internet access, adult games consoles and a licensed bar, the clubs will also feature a luxury spa area with treatments and Virgin cosmetics. A kids entertainment and fitness offering will be in keeping with Virgin Active's focus on health and fitness for the entire family.

Virgin Active currently operate in the UK and South Africa. The group says that Italy is its next target because of the country's growing penetration rates for exercise, high level of Virgin brand recognition, lack of comparable facilities and the openness of Italians to embrace branded, contemporary products.

Luca Valotta will become Managing Director of the Italian company. Valotta was previously in charge of setting up 13 health clubs for Fitness First in Italy, before being recruited by Virgin Active.

Frank Reed who is Managing Director of Virgin Active says:

'Italy is a fashion conscious market which seeks branded, modern and comprehensive fitness facilities, and we believe Virgin Active, with its emphasis on innovation, fun, value for money and excellent customer service, is well placed to serve the Italian market.'

Virgin Active is owned by the Virgin Group and Bridgepoint capital. Aside from its Italian expansion plans, the group will open a further two clubs in the UK in 2003, In Rayleigh in Essex and Sheffield.