Alex Beresford won himself legions of fans for the way he stood up to Piers Morgan this week.
And the Good Morning Britain star, 40, has now become the object of social media's affections after a series of topless snaps of him went viral.
It seems many were surprised that Alex's is hiding a rippling physique beneath the smart suits he wears on the ITV breakfast show.
One Twitter user compiled several of the topless snaps into one tweet to show off Alex's huge muscles, saying: "Happy Tuesday."
Now the photos have caused a massive stir on Twitter, with hoards of people sharing their love for him.
One tweeted: "I was not expecting Alex Beresford to look like this underneath that suit.
"I mean, he's a good lookin' dude, but how could I have known?"
"My goodness, I also was not expecting that," another posted.
A third wrote: "How does that suit not rip apart when he flexes slightly?"
"Holy cow, those business suits hide A LOT!" another said.
Another agreed: "Wowza. I was not expecting that under the suit."
It comes after Alex got into a heated debate with Piers Morgan, who then stormed off the GMB set.
Alex had called Piers out on his comments about Prince Harry and Meghan Markle's interview with Oprah Winfrey, saying he didn't believe that she had suicidal thoughts.
Alex had told Piers: "This is absolutely diabolical behaviour."
He went on: "She's entitled to cut you off if she wants to. Has she said anything about you since she cut you off? I don't think she has but yet you continue to trash her..."
Piers stood up and said: "OK, I'm done with this" and walked off set, saying: "Sorry, no... sorry, can't do this..."
He eventually returned to the set, but on Tuesday evening it was announced that Piers had quit Good Morning Britain.
But Piers refused to back down, and launched another verbal attack at Meghan on Wednesday.
