The ex-wife of Dragons' Den star Duncan Bannatyne has taken out a billboard to advertise her new gym - over the road from the HQ of his health club empire.
Joanne McCue Bannatyne is pictured on the poster, which includes the phrase "Welcome Your New Neighbours".
She set up her CrossFit Gym in the former Darlington FC stadium in May, while her 64-year-old ex-husband's nationwide gym empire is based in the town's Haughton Road.
And over the road from the health centre and offices, she has placed an advert for her fledgling business.
She was unavailable for comment but told the Northern Echo newspaper: "Whether or not it's controversial, it picks up people driving into town from Teesside."
Mr Bannatyne's spokesman said he declined to comment.
His divorce from his second wife has been acrimonious and the Californian-style five-bedroom family home in Wynyard, County Durham, was put up for sale earlier this year.
Earlier this week it emerged that the price has been dropped by £75,000 to £800,000.
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