A cyclist in a race on the Olympic road race course has unwittingly become an internet star after his moment of humiliation was captured by a professional photographer.
Matt Adams was taking part in the 2014 London Revolution race, and was powering up the notorious Box Hill climb in Surrey when the incident took place.
Having almost reached the top of the incline, Matt spotted snapper Phil O'Connor at the side of the road - and decided to celebrate making it up the 14.6% gradient climb (which Bradley Wiggins and co raced up and down in 2012) by taking his hands off the bars and performing a bit of 'aeroplane' showboating.
To paraphrase Pretty Woman: big mistake. Big. Huge.
Matt lost his balance almost immediately, veering off to the side of the road - and faceplanting painfully in the long grass.
Thankfully, Matt wasn't badly hurt, and nor was his bike - he hopped back on and soldiered on to the finish line.
The lesson we have all learned from Matt is: never celebrate too early, particularly if you have apparent balance and coordination issues.
Matt Adams now definitely wishing he had not celebrated, even a little bit. (Pic: www.sportivephoto.com)
All in all it's been a bad few days for celebrating cyclists - but at least there was no money or glory riding on it for Matt.
Shame that the same can't be said for Elroy Teruel, who was convinced - wrongly - that he'd won a stage of the Tour of California at the weekend:
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