First there was Fit Club where tubby celebrities were browbeaten into losing weight, and now an animal charity has set up its own version - pet fit camp.
Seven porky pets have been chosen to be "inch-loss idols", winning places at the PDSA's fat-busting camp.
Chubby canines Hamish, Buster, Hoopy, Bella, Oakley and Sammy and fat cat Georgie have been chosen by Fame Academy fitness guru Kevin Adams and PDSA vet Elaine Pendlebury as the perfect contenders to fight the battle of the bulge.
With a colossal combined weight of 447lb (217kg), the seven podgy pets are:
* Sammy, a seven-year-old collie cross, from Coventry, who is almost 100 per cent overweight and whose owner is keen to get him back into shape on PDSA pet fit camp
* Hoopy, a five-year-old springer spaniel, from Glasgow, whose love of pigs' ears and chocolate often thwart his owner's attempts to keep him slim
* Bella, a six-year-old springer spaniel, from Newcastle, who as a result of her ever-increasing waistline is nicknamed "Big Bell"
* Oakley, a six-year-old golden retriever, from Plymouth, who enjoys nothing more than to share a couple of rich tea biscuits and snuggle up on the sofa with his owner
* Hamish, a six-year-old Scottish terrier, from Cheshire, whose cheeky nature means he often sneaks extra titbits from the bin but now he cannot run around without getting puffed out
* Buster, a six-year-old Staffordshire bull terrier, from London, who tries to eat sensibly but like many of us has difficulty losing those extra pounds
* Georgie, a nine-year-old cat, from Bexleyheath, Kent, whose tubby tum prevents him from being able to move far. Although he does not have a huge appetite, Georgie sneaks in other cats' leftovers alongside his own meals.
Each pet will soon embark on a tailored 100-day diet and fitness programme, with owners receiving one-to-one guidance and support from their local PDSA vet, regular pet check-ups and weigh-ins, plus expert diet and fitness advice.
At the end of the 100 days, the pet with the greatest proportional weight loss who best stuck to their new exercise regime will be crowned PDSA Pet Fit Camp Champ, scooping a pet-friendly holiday in Dorset.
Liza Randall, from the PDSA, said: "Many of us are aware of the growing problem of obesity in humans, but very rarely do we turn our attention to the diet and fitness of our pets.
"PDSA pet fit camp will take seven of the nation's most unfit furries on a programme that will teach them to drop the bad habits, as well as the pounds."
Pet fit camp judge Kevin Adams added: "My advice to owners worried about their pet's weight is that a few simple steps can make a big difference.
"If you have a dog, why not both enjoy the exercise of a regular walk or run, or play indoor games with a small pet or house cat?"
Supporters can follow the pets' progress on the PDSA website at www.pdsa.org.uk/petfitcamp.