Before Alex Reid went into the Celebrity Big Brother house, he was written off as a laughing stock.
But he's completely changed public opinion and fans have warmed to him. Now, as the winner of the show, he's set to reap the rewards.
Alex has already earnt a reported £175,000 from CBB and Now understands his management have a long-term strategy to make him a national health and fitness icon.
As one insider tells us: 'We don't want to milk it - we want to use Alex's talents as a fitness expert and fighter, so he's around for years to come.'
His camp's been inundated with calls offering him TV, film and advertising work.
They want to market him as an 'ambassador for cage fighting and a figurehead for men's fitness', and have already been approached about him doing a fitness workout DVD based on self-defence.
Alex can also look forward to health-related endorsements, such as gyms and energy supplements.
It's thought that Fitness First want him to be the face of their next campaign. Then he can look forward to more TV work.
He's already in talks with America's Ultimate Fighter Championship, which is massive on US TV and shown in 33 countries worldwide.
The 34-year-old's also set to star in his own Bravo show Looking For A Fight in March, in which he travels the globe looking at various disciplines of martial arts before the series culminates with a fight involving him.
Then there are two fitness-based reality shows on the table, plus he's set to star in the film Cage Rage, which he was working on before CBB.
And this is all without adding Jordan into the equation. If she allows them to be marketed as 'the next Jordan and Peter', Alex can look forward to making millions from magazine and TV deals.
Our source says: 'If Katie doesn't dump him, then Alex could make a lot of money - as long he keeps focused.'
If Jordan, 31, gets engaged to Alex, 34 - who she dumped after her appearance on I'm A Celeb - they could earn as much as £1 million each this year.
Alex told Davina McCall and the Celebrity Big Brother audience that he loves Katie Price and the couple are believed to already been interviewed about their renewed relationship.
See all the lastest news about Alex Reid and Katie Price in Now magazine dated 1 February 2010 - out now!
Where to next?
- The best bits from Celebrity Big Brother
- Will Alex and Jordan last?
- Dancing On Ice