LAS VEGAS. Glitz, glamour, heavyweight belts, millions in the bank... it all means nothing to Tyson Fury unless he can go back to Morecambe and tow a gypsy wagon around.
He might be one of the most high profile athletes on the planet and worth about £100million, but Fury is a world away from that outside of the ring.
His loyalty to his roots was even shown in a touching three-part ITV documentary earlier this year.
Fury still lives in Morecambe with wife Paris - who recently revealed she hid a miscarriage from him - and their five children.
He loves the local pub, gym and cafe where they trim the fat off his bacon.
And it is there that cameras filmed him rolling the wagon down the street like it was a totally normal thing to do.
Of course, he has always had a penchant for the unusual, even dressing up as Rambo when he was 10 for World Book Day.
Nicknamed the Gypsy King, Fury's gypsy heritage is important to him. His grandparents were born in a wagon much like the one he wheels round.
The 31-year-old WBC heavyweight champion of the world said: "People say to me, 'Why don't you live in California or America?' Why would I?
"Why would I abandon my own country for a bit of money and some fame?
"I love it. I would never leave Morecambe. It's true beauty. If the weather was better, every house here would be a million quid."
Though he cannot quite leave all the benefits - the Marbella mansion, the £166,000 Ferrari and the chinchilla coat - of his lavish lifestyle behind.
In one comical scene, Paris and Tyson - who once offered up his Rolex to anyone who could knock him out - discuss which car to take to the hairdressers.
Paris said: "Tyson, can I take the Ferrari down to the hairdressers?"
To which the boxer - who lost 10st by swapping beer for protein water - replied: "What are you trying to be posh for?"
His missus hit back: "I'm not trying to be posh!"
And Fury quipped: "Well take the Roller then!"
Still, dad John insists his boy is the humble local gypsy rather than fame-hungry celeb.
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He said: "Tyson will always be a gypsy, no matter what he does.
"He will live fancy, he will live better than a lot of gypsies, but he's still a gypsy isn't he?
"There's never been a gypsy like Tyson before. It's a gift from God. What he has you can't teach."