A Boston man has been handed the task of helping Liverpool striker Luis Suarez overcome his biting shame.
Dr Steve Peters has been widely credited with helping Olympic cylists Sir Chris Hoy, Victoria Pendleton and Sir Bradley Wiggins achieve their goals and golds.
Now he faces what could be arguably one of his biggest tasks to date... working with Suarez.
And that means getting the Reds striker to shed his ‘inner chimp’.
Dr Peters is the author of The Chimp Paradox, a mind management model which aims to help you overcome your fears.
His theory suggests a human has two brains – their rational one and the inner chimp.
Now, as Liverpool’s club psychiatrist, he will be given the task of working with the Uruguayan in a bid to help him overcome the bad boy behaviour.
Dr Peters was also credited by snooker star Ronnie O’Sullivan as the man who helped him overcome his demons to win his fourth World Snooker title.
Discussing how he helped O’Sullivan, Dr Peters told the BBC: “If you work on mental skills the probability of succeeding rises.
“We have to split the two brains up.
“The chimp was saying. ‘I’m looking at consequences, I’m looking at what will happen if I lose. It defines me to win’.
“Ronnie as a human being is sat there differently, calmed down and saying to me ‘I’d like to win, that’d be pleasurable, but actually I’ve got other values in my life which I’m not really sticking to as my chimp’s hijacking me into believing that I’m defined by my snooker’.
“We had two people I’m talking to and Ronnie started to recognise the difference, thinking ‘it’s not going to define me to the point where I think life is impossible to live if I don’t win’.”
Suarez caused controversy on Sunday when he bit into Chelsea defender Branislav Ivanovic’s shoulder during Sunday’s Premier League 2-2 draw.
He was previously handed a seven-math ban for a similar offence while playing in the Netherlands with Ajax.
Dr Peters formerly lived in the town.
He has worked as the team psychologist for British Cycling and Team Sky, helping Wiggins win last year’s Tour de France, as well Team GB claim a hatful of medals at London 2012.
Liverpool defender Jamie Carragher believes Dr Peters - who still competes for Boston and District Athletic Club - can help.
In his column in the Daily Mail today, he wrote: “We have a top psychologist in Steve Peters who comes to the club once a week and he could have as big a role as our manager, Brendan Rodgers, for Luis.”