Luke Mayhew is to have his hairy chest waxed for charity live on Channel 4's reality TV show The Salon.

The 23-year-old business consultant, who describes himself as "follicly endowed", is putting himself through the pain in aid of the Motor Neurone Disease Association (MNDA).

His discomfort will be broadcast live on Thursday at 11.30am on E4. The programme's highlights are shown at 6pm each weekday on Channel 4.

The fund-raiser was the idea of Luke's friends. Luke then sent an email to Channel 4 explaining how he wanted to raise money for charity from the appointment and The Salon booked him in.

Luke, of Bedford Place, Brighton, said his friends find it "incredibly funny" he has chosen to go ahead with the treatment.

The nearest he has ever come to a beauty treatment before is a haircut.

He said: "This is my first visit to a beauty salon.

"I am not looking forward to it particularly - I am going to cry on national TV.

"My friends wet themselves when they found out I had got an appointment."

Luke's does not have a girlfriend but his female pals have been filling him in on the sacrifice he will be making in the name of beauty and charity.

He said: "I think some are being nice saying it is not going to hurt that much. The majority say I am going to be in a lot of pain."

The Salon in Balham, south London, has been open for a month and Luke will be following in the footsteps of celebrities such as Michael Barrymore when he takes part.

All treatments are free and the action is captured by cameras and microphones around the parlour.

Luke hopes to raise at least £800 from his hair-raising experience which will go towards a volcano-climbing challenge in Italy in June. He is taking part to raise more money for MNDA He will be climbing three volcanos in six days and has to raise to raise £2,000.

To sponsor Luke, log on to justgiving.com/lukemayhew