Active People Holidays is offering next year's marathon runners and other masochists a luxurious leg up with their fitness. The specialist tour operator is branching out into the leisure market after three years offering intensive warm weather fitness training to professional and semi-pro athletes at bases in Sardinia and Italy.

Motor racing star Jenson Button is one of the many sportsmen and women to have been put through their paces by Active People's British triathlon team coaches under the Mediterranean sun.

Director Jamie Fixter said: 'Our concern is to get people who really want to develop their fitness, but in surroundings where they can really get away from it all in their free time.'

'Our warm-weather training camps will help you build your fitness, speed and confidence; but they're also designed to be fun.'

Active People's coaches will run training camps next year from February until June and then from September to November at Alghero in the north of Sardinia and Chiavari in Liguria, northern Italy. Holidaymakers are expected to attend for one or two weeks. A typical day involves three sessions from among open-water swimming, mountain biking, running, technique honing and stretching. Recent scientific studies have shown the benefits to runners of 'cross training' (training at other disciplines such as cycling and swimming). During free time you can go sea kayaking, hiking or even travel by car to local vineyards and olive oil farms.

One week's training costs £450, including seven nights' four-star, half-board accommodation, facilities and six days' coaching.

A leisure trip with kayaking, hiking, trips to vineyards and olive-oil manufacturers and meals at farm- houses costs around £650. Flights are extra and can be booked with Ryanair (www. ryanair.com).

· Active People Holidays (0115 985 6830; www.activepeople-uk.com)