Just weeks after Little Britain star David Walliams swam the Channel and raised a record-breaking £1 million, his friend and mentor Luton sports supremo Greg Whyte has taken up the challenge and announced he, too, is to take the plunge for charity.
"Initially the idea was we'd do it as a team," the former Olympic athlete says.
"But according to Cross Channel Swimming Association rules you can't swim together, so I had to accompany David in a boat."
Now the award-winning comedian is returning the compliment and will act as Greg's support during his attempt on Sunday, August 6.
And Greg, 38, admits the pressure is on.
"Hopefully I'll complete it in a faster time than David. He's already told me I've got to beat 10 hours 34 minutes.
"But it very much depends on the weather. We've checked the long range forecast but you don't really know until the day before.
"The tides are right – it'll be a slow neep tide – but fundamentally it's the wind you have to watch."
When Walliams decided he wanted to have a crack at the cross Channel challenge, he contacted Greg for help and advice.
And Greg, who heads the English Institute of Sports, was delighted to be of assistance – even though he doesn't take on every celebrity who approached him with crazy ideas.
He told our sister paper the Luton News at the time: "David's extremely fit and he's not a bad little mover. We've been training all over the place – we've even swum up the Thames."
But they were both gob smacked when Walliams covered the distance so quickly, earning himself a place among the top 50 of all time.
Greg says: "The feat itself was fantastic, but to raise £1 million simultaneously was unbelievable. I certainly hope to make good money for charity, but I don't think it will be anywhere near that."
Whatever Greg raises will be split 50/50 between his own favourite charity CRY (Cardiac Risk in the Young), of which he is honorary Chairman, and Comic Relief.
The former Luton schoolboy has not only taken part in two Olympics and worked as consultant to various sports teams and football clubs, but also has a PhD in sports science.
Even so, he's apprehensive about the challenge ahead: "It's no longer a case of do as I say, but do as I do."
