Most authors drum up publicity for a new book by embarking on a whirlwind of media appearances and signings.
Gerry Duffy marked the publication of 'Who Dares, Runs' by entering and winning the UK's first Deca-Ironman Challenge.
The competition involved a 2.4-mile swim, 112-mile cycle, and a marathon every day for 10 days. Duffy finished the event 19 hours ahead of the two other entrants who survived from the original field of 20.
It will be intriguing to see what's next for the man who, along with Keith Whitelaw, ran 32 marathons in 32 counties last summer, raising over €504,000 for the charity Irish Autism Action.
Duffy's story is all the more remarkable given he was a 17-stone, 30-cigarettes-a-day man until his conversion to running in 1995. 'Who Dares, Runs' is a compelling, inspiring and essential read and is on sale at leading book shops at €14.99. It comes highly recommended.