With schools closed and the country on lockdown in a bid to stop the spread of coronavirus, Joe Wicks - aka The Body Coach - is fast becoming the Vera Lynn of our day.
A staggering six million people tuned into his home P.E lessons earlier this week, with Channel 4 and the BBC now both said to be clamouring to sign the 33-year-old fitness guru up.
And Joe's certainly come a long way from the sports science university graduate who handed out fliers by the Tube station for fitness classes no-one came to.
Now believed to be worth a staggering £14.5million, Joe was born to a heroin-addict father and teenage mother on a council estate in Epsom, Surrey.