Joe Wicks has been exploring new frontiers in his career as the Body Coach - looking into freezing cold ice baths.
Healthy food and workout guru Joe plunged himself into a tub of water and ice on the recommendation of Dutch athlete Wim Hof, who goes by the alias The Iceman.
And Joe did this outdoors despite much of the UK waking up on Sunday morning to snowfall.
"Just had my first ever ice water exposure in 1.3 degree C water," he captioned the snap, "I've never felt more alive in my life. What an experience.
"Thank you @iceman_hof for guiding me and coaching me with your incredible breathing techniques. I'll be posting a VLOG next week on YouTube with my interview with Wim, the breathing techniques I used and the full ice bath immersion.
"How long do you think I managed to stay in the water for?"
And the move divided fans, who took to the comments below.
While one urged Joe to "get after it brother", another reckoned it looked "horrendous."
UK Olympic gymnast Max Whitlock wrote: "Ice baths are amazing!"
Meanwhile, one follower completely ruled it out: "Oh my goodness. No no no. I'm cold just looking at this!"
While Joe has carved out a niche for himself as the relatable face of fitness, it was in 2020 that he rocketed to household name status.
He introduced PE with Joe to help kids keep fit after the first lockdown forced schools to lock up, but even adults got in on it and Joe's since seen soaring numbers of YouTube subscribers.
And he brought back the classes when lockdown 3.0 was announced in January, announcing: "I've got some great news, I've decided I need to come back and be there for children during this time, through this lockdown when schools are closed to keep their exercise up, to keep their activities there, their energy, their mood, their mental health.
"I'm going to be doing PE with Joe live, three days a week Monday, Wednesday, Friday starting next week on the 11th."
*You can watch Joe's lessons on his YouTube channel.
