Visitors to Beach no 134 on the 50-mile stretch of coastline linking Rimini to Riccione on the Adriatic coast are welcomed with a large sign of a macho man covered with a pink cross saying "No Men".
The sandy beach, which is also closed to children, has been dubbed the "Pink Beach".
Healthy salads and fresh fish make up the beach club menus, while lessons in deportment, manicures, pedicures, keep-fit classes and cookery lessons from a well-known chef are the order of the day.
While fitness instructors and the beach DJs are all women, the rules have been broken for one lucky male specimen - in the lifeguard chair.
Fausto Ravaglia, the owner of the beach and the businessman behind the idea to ban men, said: "The lifeguard must be a man. You clearly need a man to save women in the sea. It’s a question of muscles."
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