Paul Kerton is paving the way for bodybuilders by claiming you don't need to eat meat to be 'manly'.
The 49-year-old fitness guru hit back at data compiled by Australian National University (ANU), where most men claimed that going plant-based threatened their masculinity.
Yes, really.
But with guns the size of Texas and abs that could cut a cake, Paul is breaking the gender stereotype since turning vegan.
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The bodybuilder used to eat 500g of animal protein daily to fuel his muscles - the equivalent of four chicken breasts.
"People say meat makes you 'manly'. I don't think it does," Paul said.
"We did have to eat animals to survive.
"Now we don't."
"I didn't want to be the cause of my own death"
The personal trainer and nutritionist from Norwich, Norfolk, made the lifestyle change after his partner Gemma switched to a vegan diet to help with her autoimmune disease called Hashimoto's thyroiditis.
Paul immediately saw the health benefits too.
"I feel amazing now. I got into the best shape of my life. You can be big and strong and 'manly' and be healthy and fit, and we don't have to eat animals," he said.
Paul added: "I didn't want to be the cause of my own death. It's a cheat code for fat loss. I quickly lost the taste for it [meat]."
Aside from improving his physique, Paul also noticed he has less joint pain.
Rather than eating 500g of meat a day, he now consumes 200g of legumes, wholegrain, vegetables, nuts and seeds.
His former breakfast consisted of egg whites and oatmeal, followed by eight meals of chicken breasts, white pasta and broccoli for lunch and dinner.
But now, Paul indulges in porridge, berries, flax meal and dates for breakfast and chickpea curry for lunch.
As for the dinner menu, Paul usually has creamy vegan tempeh bacon pasta with roasted Mediterranean vegetables and Kalamata olives.
"I feel amazing now"
He also lifts weights for an hour a day and says he feels better than he did in his 30s.
Now, Paul claims he has better eyesight and feels much more energised, calling it 'the best decision of his life'.
He wants to spread the word in the fitness community, but his work is cut out of him.
Paul said: "There is a stereotype of the 'angry vegan'. I have compassion for people but once you see what animals go through to end on your plates it hurts.
"I can't believe I was complicit."
Charisa Bossinakis