Leave it to Tinseltown to have a fit Santa Claus.
Over in Los Angeles' Beverly Center mall, kids -- and adults! -- can see just how beefy Santa looks "when he's not eating milk and cookies."
Since 2002, "a young, muscled dude with bulging biceps and abs as flat as a gingerbread cookie" shows up at the upscale shopping center three nights a week in traditional Santa garb.
Well, make that semi-traditional garb -- his "fur-trimmed red velvet coat" is sleeveless.
This year's jolly hunk is 31 year old Eli Wilhide, who does more than just play the role of ocular sweetness .
Throughout his photo-taking sessions and hourly performances with the Candy Cane Dancers, Wilhide talks to children about the importance of nutrition and physical activity.
Although not a registered dietitian, he does hold a bachelor's degree in nutrition from The University of Maryland.