Paul Aveyard trained in general medicine then public health, where he started his academic career, before he saw the light and trained as a GP during the early 2000s. He  now is a salaried GP in Solihull, but his main role is as professor of behavioural medicine at Oxford University. He has spent most of his career in tobacco control and the last 10 years has also worked on obesity. His work aims to develop high reach, low cost, low intensity interventions yet effective interventions for the everyday patient.