'Freeze The Fear with Wim Hof' has been put on ice by the BBC with no plans for a second series.
The extreme winter challenge show aired on BBC One last year and saw eight celebrities complete challenges in freezing temperatures under the guidance of the Dutch athlete and motivational speaker.
The show was hosted by 'This Morning' presenter Holly Willoughby and Lee Mack but it is said that there has been no work completed on a second series.
A TV insider told The Sun newspaper: "Since 2004 Holly has almost exclusively worked for ITV as one of the channel's most prized presenters.
"So it was a big deal in the industry that she was hopping over to the BBC and showed she had real confidence in 'Freeze The Fear' being a big success.
"But as it stands there's been no work done on a second series."
The source continued: "This time last year the team were months into pre-production and filming was just two weeks away.
"Never say never, but as it stands no decision has been made on the future of the show."
The BBC are hoping to "woo" Holly away from ITV even though she has spent more than a decade as host of 'This Morning' alongside Phillip Schofield.
An insider said: "Bosses at the BBC want Holly to be theirs, it’s as simple as that, and they know she really enjoyed 'Freeze The Fear'. If they can keep her sweet with programmes like that then they hope they can gradually woo her into the right thing.
"With the exception of 'Strictly' which is only on for a few months of the year, the Beeb struggle for big entertainment programmes, particularly those hosted by women.
"Holly is popular across generations – she appeals to young and old. To the BBC, she is an absolute gem, they want her and they will spend the money that they have to."