HONESTY IS THE KEY TO IT

The Hairy Biker diet approach was the first to tackle the fact that men can have just as complex relationships with food as women do, but don’t admit it. ‘It is the case, generally, that women have a different vocabulary when talking about weight,’ says Si. ‘They’ll talk about the way they look, how they are feeling. Whereas men will say, “S** it. I’ll have another pie and a pint.” Men don’t tend to say, “I’m not feeling great about myself today.”’

Si does though, at least now. ‘I think that’s what the secret was with us. We opened up that dialogue and said to men, “If we can, so can you.” The floodgates just opened. People would come up to us in the street saying they had lost 8st or 4st. It was a remarkable thing.’ He points out that the key is acknowledging the struggle, and being honest with yourself. ‘Honesty is the key to it. I know who I am. I’m a bloke and I know I’m going to be drinking a bit more if I’m feeling a bit rubbish. And if you’re happy and celebrating, you might have three nights on the razz, but you have to then say to yourself, “OK so now I’m not going to do that for the next seven nights.” It’s not easy, but it’s about moderation, and knowing yourself. Lying to yourself is not sustainable. Accept that you are going to have a pie and a pint occasionally. If you set yourself unrealistic targets, that’s where the problems will come.’