Troy Smith, managing director of Oranka fruit juice and smoothie company and a certified fitness fanatic will try to break a gruelling world record for charity in an attempt dedicated to his late brother and in support of Hospitality Action.
Smith will be aiming to hold an abdominal hover plank position with 100lbs on his back for longer than two minutes 55 seconds to set a new Guinness World Record.
For the attempt he will have his forearms and toes on the floor only and a rucksack on his back containing weights.
"I'm sure I will break the record. I got within four seconds last night. I can do a 45-minute plank but with a weight it's going to be a lot tougher," said Smith.
Smith is the chairman of the London board of Hospitality Action, a charity for people in the hospitality industry, which will receive all the money he raises.
The attempt is dedicated to his brother, Lee, who died aged 34 in 2012 from drug and alcohol misuse.
Entrance to the record attempt is £5 and the event at 2pm on 22 June includes a free super-smoothie.
To make a donation to Hospitality Action visit www.justgiving.com/Troy-Smith2