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His preferred mode of exercise was bodybuilding, but his work had him teaching Pilates on the Reformer, an exercise that was new to him.

That’s the only way to explain how its bodybuilding exhibitions look like Shakespeare performances, with balconies of people applauding nonstop as a soloist flexes onstage.

Joey first took steroids aged 20 after getting into bodybuilding - and started injecting them a year later.

He then studied sports at the University of Bath and worked for brand Fitness First as a personal trainer before turning his attention to professional bodybuilding.

“I always felt that I was quite misunderstood in the sport of bodybuilding,” Heath says over Zoom.