Why is Dubai paying people in gold to lose weight?
17 August 2013 Last updated at 11:47 BST
Dubai's cash-rich government has come up with an unusual way of encouraging people to lose weight - paying them in gold for every kilogram they shed.
So in a region where one in five has diabetes and obesity is a growing concern, will this financial incentive also provide an opportunity for the city's fitness industry to make a fat profit?
Jonathan Frewin reports.