Jon McIldowie remembers The Great Escape Diet all too well. “It involves working, not eating and running around Brighton for days, it’s incredibly effective for losing weight, but also quite stressful…”

Better known as Jon Mac, the seasoned live exec has a different daily intake these days, having left The Great Escape and Mama Group in 2012 to become talent buyer for Reading & Leeds Festivals.

But there’s a reason he’s happy to divert his attention from an afternoon full ...