A fitness instructor who 'takes no bulls***' has called on his followers to snitch on friends who cheat on his strict plan, offering free training in return.
Scott Francis, owner of Francis Diet, has become known for his 'hard line' approach with clients, having garnered more than 48,000 followers on Instagram.
Having grown sick of people admitting to eating fast food, he issued an appeal on social media asking people to fess up on behalf of their pals.
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In turn, 39-year-old Scott offered a month of free training to anyone who snitches anonymously, saying 15 people have already been dobbed in and are no longer on his books.
His appeal read: "Here's a reward. If you know of people on my plan who are doing things to waste my time, every person you show me, I will give you a month free. That goes for anyone.
"I am blessed to be inundated with people who want to change their life and am bored of time wasters draining my energy.
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"No names will be given away if you want to do me a favour."
While Scott has received some backlash for his unconventional approach, he remains confident in the idea.
Scott, from Cardiff, said: "I don't take on people who want to fail as they go forward. That's not my business model, it's not my niche [and] it's not my following.
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"I'm more of a sergeant major - I have more of a hard line [approach].
"I put up hundreds of feedback [posts] of people who say, 'I like the fact you hold me to my excuses; I like the fact you're blunt and your no b******t approach.'
"I don't just [drop] people willy-nilly. But in this instance, if people are flagrantly disregarding it and say, 'Don't tell the coach.'
"Then they turn up on the Monday morning and say, 'I did everything I was supposed to do, Scott. I'm really sorry, I gained weight,' I say, 'Look, that's impossible.'"
Scott said he became frustrated when he found out people had 'been on the town' or eating takeaway pizza.
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He continued: "It dawned on me that people weren't taking it serious.
"I just got fed up and it was one client who said, 'Don't worry about it - I'm paying you for your time anyway.'
"I thought, 'Well, no. I'm not just doing it for monetary gain.'"
However, last week a fellow fitness instructor argued Scott's scheme was a 'short-lived, outdated model'.
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James, who co-owns Sustain Nutrition, said: "It's lazy coaching to say 'this is the plan, stick to it or you can f**k off'."
The 42-year-old continued: "It's putting the idea of a personal trainer or fitness coach back about 20 years. It's not about being right or wrong, or black and white.
"It seems very short sighted to me. It's not the job of the coach to judge - it's the job of the coach to help."
James, from Leeds, added: "Everyone is going to mess up from time to time and it's figuring out why they've messed up and how we can still get them a brilliant result."
Activist Lindsay, 22, also said dieting in general is 'problematic', and that shame and guilty connected to 'food or any consumption of alcohol' doesn't encourage people to lose weight.
Lindsay, from Doncaster, said: "If somebody wishes to lose weight, it's not going to encourage them to do so by making them feel guilty.
"Diets are very problematic anyway. Losing weight itself is not an issue but dieting is problematic because of the language we use, such as [Scott] saying he'll kick people off of his plan - it's that language that we use around diets that is actually damaging.
"People losing weight and wanting to get fit or tone up - there's nothing wrong with that. It's the language we use and the shame we use and the guilt we put on to people."
But Scott has responded to the criticism by comparing himself to a strict teacher, who teaches 'self-control' and 'accountability'.
He said: "I do a lot of mental and physical transformations. I do a lot of quite serious cases of people with depression, pre-suicidal, low body image, people who have been in abusive relationships.
"People do often come across hurdles but I've done this 18 years now, you get to see clearly who is. If you struggle with my plan, tell me first. We will maybe factor in certain things.
"I'm so successful in my field because I say to people, 'Don't join me if you're not prepared to abide by certain rules.'"
Scott added: "My whole system is to teach people to be accountable for things that will help them, which is self-control.
"Some people have said, 'I wasn't planning to take it seriously but knowing my friends are watching me, I'm now taking it seriously.'"
Featured Image Credit: Kennedy News and MediaTopics: Viral, UK News, News, Fitness, Health