Mr Universe flexes his biceps as he launches a new career as a Norwich Market trader.
Reigning title-holder Barny Du Plessis, 40, lives in Thorpe St Andrew with his strongwoman fiance Josie Keck, 41.
But unlike former Mr Universe Arnold Schwarzenneger, Mr Du Plessis was inspired to open a market stall after seeing the bustle of Gentleman's Walk.
Mr Universe's Health Hut is now open for business, offering expert advice, nutrition products, health supplements and accessories.
Mr Du Plessis revealed ambitions to expand from Row A Unit 20 into the neighbouring stall, and said they were building a website too.
'I always say that from little acorns do mighty oaks grow,' he said. 'This is just the start and we're establishing ourselves.
'People are walking past and expressing an interest and it's all positive.'
Miss Keck said they fitted out the stall themselves, and she enjoyed the community spirit on the market.
'I've met everybody, from the fishmonger to the butcher, and they're really pleased that we're here as something completely different,' she said.
She added that - along with the market's e-cig stall - they were benefiting from people's New Year's resolutions.
They hoped to keep prices competitive due to low overhead costs, and were offering Groupon offers for weight loss plans.
Mr Universe's Health Hut is open from 11am to 4.30pm Tuesday to Friday and Saturdays from 11am to 3pm.
For details, email themuscleauthority@hotmail.co.uk
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