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A personal trainer has levelled accusations of sexism against TV chat show Loose Women after he claims he was axed because he refused to strip live on TV.

Daniel Wheeler has said he was originally booked to appear on the show to talk about how he lost eight stone in two years and set up his business.

But the founder of Life Changing Fitness claimed ITV producers treated him like a “bit of meat” after asking him to do a topless catwalk.

The 30 year-old told the Daily Mirror: “When I declined they carried on pushing and I agreed to lift my top and show my abs.

“But I still wasn’t comfortable. So I called them back and told them.

“They asked if they could film me working out topless and I said no. Then they emailed me and I had been dropped.

“I felt objectified as a man. It’s double standards – can you imagine if it was Top Gear and Katie Price was dropped for refusing to tale her top off?”

He added: “I feel let down as I have spent a lot of time and money preparing to… to be sacked off and treated like a bit of meat.”

Loose Women has previously been hit with sexism allegations after panellists mocked men crying and were taken off the air last month when Fathers 4 Justice stormed the studio in protest over the programme’s alleged sexism.

A Loose Women spokesman said Mr Wheeler's appearance on the show was not limited to him wearing no top.

She added: "As a daily live show items often change."