This Morning hosts Josie Gibson and Craig Doyle were very much enjoying the company of professional hugger Treasure, who charges clients £75 an hour for hugs.
The pair were back to present together for their second show of the week, with one very intriguing guest to share with viewers.
Treasure, who is a professional cuddler and hugger, was welcomed onto the programme and gave some insight into their unique job.
The Bristol-based hugger explained the industry is ‘not yet regulated’, as the duo probed them on what it entails.
They told Josie and Craig: ‘The session begins with us getting to know each other in a non-contact environment.
‘After that, it’s whatever you would like.’
Craig got to test out Treasure’s hugging skills before Josie probed the guest on whether the trade gets confused for being ‘sexual’.
They explained: ‘Yes, I totally understand why they think that and it’s okay but it’s not like that.’
Treasure confirmed that if this issue arises with a client: ‘We talk about that and put that outside of the session.’
Potential clients are screened by meeting them in person or chatting over the phone, to ensure they are a good fit.
Viewers were very interested in the segment too and wondered if they might be able to get in on the job.
One commented: ‘Haven’t stopped smiling for 5 minutes 😂 I want to hug this man! 🤗 #ThisMorning.’
A viewer quipped: ‘I think Craig is enjoying this a little too much. 😳😆 #ThisMorning #hugging.’
‘Am I losing it or are these lot bonkers, I am sure you can hug your friend, family or pet. If that’s the case I’m going to start charging £25 for a hug, game on! 😂 #ThisMorning,’ teased another.
A fan weighed in: ‘If anyone wants a hug I’m available for free. I’ll even make you a cuppa #ThisMorning.’
‘#ThisMorning f**k having a proper job, this guy gets £75 an hour to hug people, I will find a way to be rich somehow 😅 the ways people make money these days and they expect you to believe school is still relevant,’ someone else asked.
The three all joined together for a very tight hug, before Josie proclaimed: ‘That was the best sandwich I ever had… I’m having the best day of my life.
This Morning airs weekdays from 10am on ITV.