Holly Willoughby has inspired a new BBC1 show - which she will be hosting alongside comedian Lee Mack.
The This Morning presenter, 41, is a huge fan of motivational speaker Wim Hof - known as The Iceman - and reportedly brought him to the attention of her TV producer husband Dan Baldwin.
Dan is said to have come up with the six part show - which is set to air tonight.
Freeze the Fear will see eight brave celebrities through their paces in the Italian alps, with activities such as jumping into frozen lakes through ice-holes and abseiling down sheer cliffs.
The series will feature the likes of sport presenter Gabby Logan, footballer Patrice Evra, actress Tamzin Outhwaite, and rapper Professor Green.
Others who are part of the line-up include Strictly pro Dianne Buswell, footballer Chelcee Grimes, singer Alfie Boe and BBC weatherman Owain Wyn Evans.
Holly, who has her own wellness site Wylde Moon, swears by Wim's breathing technique, after she was told to try it by a friend.
The busy mum-of-three says she is always looking for ways to unwind and needs a simple technique that will fit into her on-the-go lifestyle.
Holly told The Sun that Wim's life-changing method has helped her overcome her own fears and boosted her confidence.
She said: "I am scared of the world. I'm scared of everything but I'm really trying not to be and I'm getting better at it so anything I can add to my toolkit helps."
Speaking about the new series and how the celebrities handled it, she added: "There were a lot of tests, physically and mentally in the show but what's interesting is that even the grandest of challenges didn't necessarily unfold as the toughest ones.
"The first time the group did the breathing, they stepped into Wim's tent thinking, 'This is easy, this will be like a spa day'. But actually, for a lot of them, that was the most unlocking, most emotional and therefore, the most challenging."
The brand new show also holds a sad tragedy.
Wim began using the icy waters technique in his native Netherlands after his first wife tragically died.
Olaya, who took her own life in 1995, left Wim and four children aged between 12 and seven behind.
Wim told the publication: "In the cold water, you don't feel emotional agony. You don't feel anything. You're just surviving. The thinking stops and your body is taking over. It just gave me a moment of relief and that was enough for the healing to take effectively.
"Then I had all the energy I needed to take on the world. But I learned that by taking care of four children alone with no money."
*Freeze the Fear airs tonight on BBC1.
