Steve is not just targeting overweight Brits, more recently, he has turned his attention to Malta – the fattest country in Europe.
Steve said: “Malta is the most beautiful country in Europe, and it is being spoilt by a reputation for being too fat.
“Yes, I use the word fat because euphemisms do nothing but hide the grim health realities of obesity, including early death.
“I am now the only one in the U.K. that is brave and bold enough to tell it as it is when it comes to sorting obesity, which I do because motivating people to live slim, means that you must be tough at times.
“Trust me, no one loves a fat person like I do, so much so that I don’t mind if I face being unpopular if it means I help get the results that obese people want.”
He added: “Obesity is not caused by not knowing what to eat, it is caused by not having the right mindset and motivation to eat less, eat better and move a bit more. The mindset and motivation of people are exactly what I sort out.”