Levi Roots has revealed he's turned down Strictly Come Dancing twice.
The business entrepreneur who famously wowed Dragon's Den with his Reggae Reggae sauce won't be heading to the dancefloor.
He told The Sun newspaper that reality shows like Strictly and ITV's I'm A Celebrity went against his religious beliefs.
“My family and friends say I should do Strictly and go into the jungle and do all these shows I’ve been offered," Levi told the tabloid. “But the decision is mine, and I have to think, ‘Is that the way of the Rasta?’ And to me, it isn’t.
“I’m quite comfortable holding on to what I’ve got, and people seem to like me the way I am.
“I turned down all those things because it’s not the way of a Rastafarian.”
It's also the reason Levi says he doesn't want to become a Dragon on the BBC Two series with his brand now worth over £30 million.
“Being a Dragon is not the way of a Rasta — where you invest in somebody but you’re only looking for a profit," he said.
Strictly Come Dancing will be back on BBC One later this year.
While we can rule Levi out, celebs linked to this year's Strictly cast at the time being include Dame Joan Collins, Good Morning Britain presenter Charlotte Hawkins, Gogglebox stars Steph and Dom Parker, Olympic gymnast Max Whitlock, footballer Frank Lampard and Olympian Jessica Ennis-Hill.
There's also X Factor winner Alexandra Burke, Paralympian Ellie Simmonds, Robot Wars host Angela Scanlon, Bros singer Matt Goss, comic Joel Dommett and marathon runner Paula Radcliffe.
However no names are officially confirmed yet and won't be until the autumn.
Strictly typically launches in September.