He's developed a huge following on social media thanks to his indulgent lifestyle and energetic dance moves.
And Gianluca Vacchi, 50, was in perfect shape as he made an appearance on Miami Beach in a pair of skimpy white swimming trunks on Monday afternoon.
The Italian businessman, who has more 11 million followers on Instagram, showed off his numerous tattoos as he paused to check his phone.
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Self love: Gianluca Vacchi strolled around the white sand beach oozing self confidence just as he does in his viral videos showcasing his bulging muscles and impressive tan
Gianluca also opted for tribe style accessories, including a distinctive print designed anklet, as he idled on the sand.
Putting earphones in, the extroverted businessman was in a surprisingly subdued mood during his latest coastal appearance.
Gianluca was without his beautiful wife Giorgia Gabriele, 31, who stars in many of his popular videos.
Man in white: The handsome extrovert was without his beautiful wife Giorgia Gabriele, 31, who stars in many of his popular videos. But he has access to her via his phone always in hand
The wealthy Italian owns manufacturing company SEA Società Europea Autocaravan through his entrepreneurial father.
His net worth is said to be around £350 million, with an approximate annual income of around £15m.
And the internet star is not ashamed to show off his enormous wealth, often posting pictures of his yacht and lavish champagne meals.
Tanned and toned: With more than 11 million followers on Instagram it's not hard to see why with bulging muscles, intricate tattoos and chiseled cheekbones
Bling bling! The Italian businessman was seen earlier on the beach in a dapper white suit with sunglasses and a large diamond watch while chatting on his popular mobile phone
One of his most watched videos features the white haired hunk emerging from a freezing anti-aging chamber and then performing a dance routine in just his pants and snow boots.
And last year a video of him performing with his model girlfriend on a luxury yacht went viral.
Gianluca also has plenty of celebrity friends including High School Musical star Zack Efron.