Fitness guru Joe Wicks says you shouldn’t go on a quick-fix diet if you want to be ‘beach body ready’ for your summer holidays.

The Body Coach, as he’s known, warns there are dangers from losing weight too fast.

Speaking ahead of a world record attempt at the British Summer Time festival in Hyde Park this week, Joe said: "I don't believe in last-minute panicking and dropping calories to get a quick result.

"I don't believe in quick fixes or miracle milkshakes instead of meals.

"So many people leave it to the last minute and then panic because suddenly they are going to Ibiza and feel the need to do a diet or detox for a week.

"It's not a nice way to do it and it can be negative because you put your body through stressful situations.

"It's an emotional thing as well because you starve yourself and then end up gaining loads of body fat really quickly anyway, leading to a vicious cycle of up and down all the time."

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Responding to nutrition company campaigns, such as Protein World's controversial "Are you beach body ready?" slogan, he continued: "What does 'are you ready for the beach' even mean?

"You might well not be very lean and still be confident and happy anyway, so who cares what you look like? It's about what you feel inside."

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The cookbook-writing TV presenter who has nearly two million followers on Instagram promotes manageable exercise routines alongside simple home-cooking.

He said: "I am lean because I make two decisions: I do regular exercise and I prepare my meals, and I am preaching that all year round.

"My plan is a three-month thing because it takes a long time to change your habits."

He also recommended: "The first thing you should do is drink more water, between two and four litres per day, and number two is regular HIIT (high-intensity interval training) work-outs, which can be done anywhere."

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Joe, 30, who grew up in Surbiton, went to school in Epsom, studied sports science at St Mary's University in Twickenham, and still lives in the south-west London area, revealed what his guilty pleasures are.

He admitted: "I love a gin & tonic, I love a burger and I love ice cream, especially Ben & Jerry's Phish Food."

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Joe is calling on his fans to join him at Hyde Park on Wednesday (July 5) as he attempts to break the Guinness world record for the largest public HIIT exercise.

He hopes to beat the current record of 3,687 participants by leading 5,000 people in the half-hour challenge as part of the BST festival.

Promising plenty of medical and security staff on hand at the event, he joked: "It will probably be me that faints, from the pressure.

"I am a little nervous about the build-up in front of so many people, but I do boot camps so this will really be my environment and I certainly won't stop."