Davina McCall, 49, flaunts her incredibly toned figure and impressive abs in a sporty blue bikini as she holidays in St. Tropez

Published: 12:50 GMT, 27 August 2017 | Updated: 21:10 GMT, 27 August 2017

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She's built a successful business empire off the back of her gym-honed physique.

And Davina McCall proved she was still in phenomenal shape when she hit the beach at Club 55 in St Tropez on Saturday, wearing a sporty two-piece.

The 49-year-old presenter showcased her amazing abs in the bright blue bikini as she soaked up the sunshine on the crowded beach.

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Bikini body: Davina McCall proved she was still in phenomenal shape when she hit the beach at Club 55 in St Tropez on Saturday, wearing a sporty two-piece

Davina's halterneck swimwear served to flatter her athletic frame, ensuring the focal point of her look was her rippling muscles.

The star also displayed her impressive upper body definition, revealing her toned arms in the bold bikini.

The presenter's beach attire offered a glimpse of her tattoo collection, including a cheeky inking on her derriere.

Looking good: The 49-year-old presenter showcased her amazing abs in the bright blue bikini as she soaked up the sunshine on the crowded beach

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Davina McCall has an incredible figure. She turns 50 this year and certainly doesn't look it. If that incredible bod doesn't make us want to go to the gym we think nothing will.

As she hit the beach for a swim in the sea, Davina showed off her toned physique in this navy bikini by J.Crew.

We love the high neck design and contrasting trim that gives it a sporty aesthetic and the good news is that's a major trend right now and Davina is nailing it. You can too by bagging her bikini (right).

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Toned: Davina's halterneck swimwear served to flatter her athletic frame, ensuring the focal point of her look was her rippling muscles

Last week, Davina made a lewd joke about her personal grooming as she gently poked fun at her bikini body.

Uploading a snap of herself modelling a bikini, she wrote: 'Goodbye South of France till next year ... tu me manques déjà.

'Really hoping I haven't got any pubes sticking out of my bikini. Always a bit dodgy posting something when I'm not wearing glasses.'

In great shape: The star also displayed her impressive upper body definition, revealing her toned arms in the bold bikini

Natural beauty: Davina went make-up free for her outing, wearing her brunette bob loose

The body image champion also enthused about older women looking fit and healthy in their bikinis on the beach in the South of France.

She tweeted: 'So many wonderful women in bikinis in their 60s and 70s here in France looking really fit and healthy ... feeling so inspired.' (sic)

Davina has built up quite a fitness empire as she has made it a central aspect of her life after she released a string of workout DVDs and healthy cookbooks.

She tweeted: 'So many wonderful women in bikinis in their 60s and 70s here in France looking really fit and healthy ... feeling so inspired.'

Fitness empire: Davina has built a successful business empire off the back of her gym-honed physique

In an interview with Fit & Well magazine, she explained that she and her husband of 17 years Matthew Robertson often enjoy exercising together with their three children, Holly, 15, and Tilly, 13, and son Chester, 10.

Revealing they often use forms of exercise, such as cycling, during their family days out, she said: 'We love sharing a hobby together.

'We don't have to motivate each other to exercise - whether that's going out on the bikes or to the gym together - because it's become part of our lives.'