Birmingham's very own answer to Mr Motivator sweated some silver from the pockets of HiQ employees, when a huge sponsored aerobics session took place for Breast Cancer Care.
Staff at HiQ and Goodyear Dunlop were following occupational health therapist Steve James's lead, when he conducted a massive gym session in aid of the charity.
Clad in pink, Steve led the aerobics session as he attempted to raise some pounds while staff shed some of their own in the process.
A series of fundraising activities are already taking place throughout October, while HiQ's network of 150 centers is also pledging to do their bit by raising £275 each during the month.
HiQ's marketing manager Geraldine McGovern said: "We have labelled the month as 'Pink October' and the sight of Steve in his pink outfit underlined why!
"We are doing all we can to swell the coffers for Breast Cancer Care and our big aerobics session was another novel way of doing so."
Highlights of HiQ's fundraising activities so far in October include raising £5,000 from collections and donations at the final British Touring Car Championship race weekend at Brands Hatch on Sunday.
For full details of HiQ's Pink October celebrations, click on http://www.hiqonline.co.uk/projectPink/