“It pretty much happened overnight,” says Graham Hutson, 47, reflecting on his decision last month to go vegan. “I have a lot more energy. I feel more alert, more awake. Especially with boxing, after five rounds of sparring I notice how much energy I’ve got.”

As a keen amateur cyclist and Thai boxer, Hutson was always conscious of his diet. “My philosophy was if I was active and ate sensibly, it must be all right,” he explains. Then he watched The Game Changers, a documentary recently released on Netflix; and for Hutson, it really did change the game.

He's not alone. Cyclist Chris Froome and actor Hafþór Júlíus Björnsson (The Mountain in Game of Thrones – his character's name tells you all you need to know) have both spoken up about trying veganism after seeing the film. Anecdotally, you don't have to chat long in a pub after work to encounter either a colleague who's been won over, or knows someone who has. Heck, even Roger Whiteside, the CEO of Greggs, recently said the documentary has encouraged him to follow a plant-based diet.

The Game Changers certainly makes a strong pitch (although full disclaimer: I've seen it and I'm still a meat eater). It documents the experience of James Wilks, an English former MMA fighter, who starts to research recovery and nutrition after tearing ligaments in both knees. Intrigued by research that suggests Roman gladiators were in fact predominantly vegetarian, Wilks speaks to vegan athletes about their transformative experience. Lewis Hamilton is featured, as is Arnold Schwarzenegger, who rails against the long-held industry gospel that “real men eat meat”.