Daredevil Matthew Crolla says you have to be "an idiot" to throw yourself down a 200-yard drop to chase after some cheese.
But he did just that on Monday afternoon when the 28-year-old took part in Gloucestershire's annual cheese rolling race, where he came first in the men's event.
The crazy contest at Coopers Hill, near Brockworth, sees hundreds chase after a 7lb (3kg) Double Gloucester down the steep hill, which can reach speeds of up to 70mph.
Whoever catches the cheese first is crowned the winner.
"I'm glad I'm pretty conscious and I've not got many serious injuries and I'm a big fan of cheese, so, I'm buzzing," Matthew, from Greater Manchester, told Greatest Hits Radio Gloucester.
He explained that he took part in the race because "it's there" before saying it's not really a competition that you need to train for, adding: "It's just being an idiot really."
Meanwhile, Delaney Irving claimed the title in the women's extreme sporting event - but doesn't actually remember crossing the finishing line.
After being knocked out on her way down, the Canadian was unconscious for a period of time - but despite this, says it was all worth it for the 3kg of cheese that she'll tuck into this evening.
"I remember hitting my head, I remember it hurting, then I remember waking up in the tents," she told Greatest Hits Radio Gloucester.
Cooper's Hill's 1:2 gradient makes it one of the steepest slopes in the county.
Each year, thousands of spectators gather to watch the quirky tradition, and this year's extravaganza, which fell on Bank Holiday Monday, saw people from across the UK, and as far away as the United States, Hungary and Spain turn up to support the cheese-chasers.
The event took place without the support of emergency services, which saw eventgoers warned that they were taking part at their own risk.
Ahead of the showdown, the county's Local Resilience Forum - made up of local councillors and representatives of the emergency services - met to discuss the event amid safety concerns.
GlouchestershireLive reported that one person had been carried off on a stretcher during today's spectacle.
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