When he was challenged to run the Pennine Lancashire 10K through the heart of Burnley this summer, it was a bet that few expected 21-stone Jeff Brown to win.
But Jeff , who is the face of Safestyle Windows' famous TV ads, proved any doubters wrong by crossing the finish line in style - and several stones lighter!
And on Saturday [September 14th] he collected the £10,000 wagered by Burnley FC sponsor Premier Range on behalf of the Jane Tomlinson Appeal.
Jeff said: "I think a lot of people thought I might not do it, but with £10,000 on the line for the Jane Tomlinson Appeal, there was really no option!"
Premier Range General Manager Martin Mensforth said: "Our MD saw Jeff at a Burnley game back in April and he looked great. We knew then that he was going to do it and we ordered a cheque from the bank the same day!
"We're really happy for Jeff that he achieved his goal - and we're delighted to be able to support the vital work of the Jane Tomlinson Appeal with children's and cancer charities."
The gauntlet was thrown down before Christmas, when Jeff was compering an event in the corporate lounge at Burnley FC and Mike Tomlinson, of the Jane Tomlinson Appeal, was giving a talk about the new Pennine Lancashire 10K.
The MD of Premier Range, which is the main Burnley FC shirt sponsor, was inspired to lay down the friendly challenge to Jeff to take part in the new run in June 2013.
If Jeff completed his mission, Premier Range pledged to donate £10,000 to the Jane Tomlinson Appeal - the legacy of the late amateur athlete who hit headlines worldwide with her amazing sporting endeavours, despite suffering from incurable cancer.
Never one to shy from a challenge, Jeff immediately agreed - and his training regime began in earnest on January 2nd.
To help Jeff achieve his goal, Jamie Kennedy, of Burnley's FX Fitness Experience, offered his personal training services for free.
Within weeks, the weight started to drop off and Jeff's fitness improved. By the time of the run he was around 5 stones lighter and fitter than he had been in years.
He admitted the run was tough, but he was determined to finish - and cross the line he did, winning his bet!
Jeff said: "It was not easy but I was determined to finish! Every metre I took I knew that was another pound in the bank for the Jane Tomlinson Appeal.
"I must say a huge thank you to Jamie Kennedy, though - there is no way I could have done it without him."
Since June's run, Jeff has continued his new fitness regime and has now lost well over 7 stones.
Jamie said: "It's fair to say that Jeff was not in great shape when we first met in January. He could do very little and 10K seemed like a long way off.
"But I think Jeff surprised everyone by just how committed he was. He worked incredibly hard to get fit and lose weight - and he's done amazingly well.
"We crossed the line of the Pennine Lancashire 10K together on June 2nd - and I was proud to be by his side. It was an incredible achievement.
"Better still, Jeff has pledged to carry on with his training and, hopefully, he'll now be fit for life."
Burnley FC's manager Sean Dyche said: "Well done to Jeff - what a fantastic effort for a great charity. We were all thrilled to see Jeff cross the finish line."
Siobhan Curtis, Legacy Manager of Jane Tomlinson Appeal, said: "Jeff is an absolute star - what a great achievement. He should be really proud of his efforts and we're thrilled to have received the benefit of his brilliant endeavours!
"We're really grateful, too, to Premier Range for offering such generous sponsorship. The donation will be put to good use to support children's and cancer charities."
Around 1,500 runners signed up to take part in this year's Asda Foundation Pennine Lancashire 10K on Sunday 2nd June. It has been estimated that the run could bring in as much as £100,000 for good causes.
Runners were encouraged to raise funds for a cause of their choice and especially the event's partner charities: Pendleside Hospice, Macmillan Cancer Support, Derian House Children's Hospice, Sue Ryder, Yorkshire Cancer Research, Shine and the Jane Tomlinson Appeal.
Next year's Pennine Lancashire 10K will take place on Sunday 22nd June. General entries are not yet open, but would-be participants can snap up one of Run For All's great value season tickets, priced from just £55. Go to www.runforall.com to find out more.
The Pennine Lancashire 10K is sponsored by the Asda Foundation, Burnley Borough Council, the Burnley Express and 2BR.