Meet the personal trainer selling more cookbooks than Jamie Oliver.

He has millions of social media followers, a TV show in the pipeline and a cookbook that’s currently topping one of Jamie Oliver’s in the UK charts — and there’s a good chance you’ve never heard of him.

The man in question is Joe Wicks, also known as The Body Coach. Over the past 12 months the British personal trainer been steadily dominating the health and fitness space, thanks to his wildly popular 90-day Shift, Shape and Sustain (SSS) Plan.

In his own words, Wicks is “a man on a mission” who’s determined to “rescue people from the awful dieting industry.” Sounds like a worthy mission, if you ask us.

“I am sick and tired of people struggling on low calorie diets and meal replacement shakes,” he writes on his website. “I created this plan to educate people and give them the knowledge they need to get a lean, healthy strong body without going hungry.”

Watch: Former Bachelor Sam Wood demonstrates an easy at-home workout. (Post continues after video.)

If that’s not appealing enough, the recipes in the 30-year-old’s Lean in 15 cookbook take just — you guessed it — 15 minutes, and don’t require you to eliminate carbohydrates at certain times of the day or after training.

“Everyone fears carbs like they’re the devil. I hear things like, ‘Oh, you shouldn’t eat carbs and especially after 6pm’ and that’s just a ridiculous rumour,” Wicks recently told UK radio station Heart. Phew.

He’s also not a fan of the ubiquitous juice cleanses and detoxes that have become popular in recent years, explaining, “Your body is an engine – it needs energy, so why just give it juice, dust and water when it needs protein, it needs fat.”

Wicks’ fitness philosophy is equally down-to-earth. Rather than order his followers to slog it out for hours on end, he says a fast, efficient workout is the key.

“HIIT (high intensity interval training) four to five days per week is all it takes to see changes. It can be done on any piece of cardio equipment such as a treadmill, cross trainer, rowing machine or spin bike,” he explained to the Daily Mail.

“Work really hard for 30 seconds then rest for 45 seconds and repeat this for 15-20 minutes, and that is your session done.”

Wicks has been gaining fans for more than just his fitness philosophy, so far he’s received three marriage proposals via Twitter and he says the attention in general is overwhelming.

“I’ve got a ‘Hall of Fame’ section where I post the best [90 day] transformation images so I’m getting used to seeing women in their underwear, but I don’t know how One Direction cope with their fans,” he told the Mail on Sunday.

In case you were wondering, yes — Wicks is in a happy relationship. Incidentally, he met his girlfriend Caroline while backpacking in Australia, so we can kind of take credit for it. Right?

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