Holly Willoughby left viewers in hysterics as she tried out a 'vagina-tightening' machine during her appearance on Shopping with Keith Lemon , the Christmas special.
The ITV sweetheart, 38, toured the shops alongside Keith for a spot of festive shopping, before stopping off at a health spa.
While Holly took a seat upon a 'kegel throne', a technician explained to the TV duo that the machine produced the equivalent of practicing 11,000 kegel exercises.
After Keith, 45, expressed his confusion about the definition of a 'kegel', Holly explained: "It helps make your vagina strong again. Women of a certain age or after you have a baby..."
She continued: "Those muscles get kind of looser."
The technician then added that the treatment would improve orgasms for both men and women during sex, with Keith flamboyantly reacting to the explicit revelation.
In an x-rated jibe, the Celebrity Juice frontman teased the This Morning presenter and joked that she was going to have an "orgasm on the television", leaving Holly uncertain about trying the chair.
The technician added fuel to the fire as she revealed: "If she sits a little bit too far forward then she possibly could."
After turning up the dial on the machine, Holly appeared totally unsure as she squealed "stop it" numerous times before jumping off the chair.
She continued to describe the 'weird' sensation, saying: "It feels really weird, I don't like it! What was that?"
She added: "It felt like something was pulling down. It felt like something was [in me] pulling down! I can feel tingling, like pins and needles in your butt cheeks."
Eventually, the chair was too much for the mother-of-three as she gasped and jumped off the machine.
Keen not to miss out on the action and intrigued by the suggested sexual benefits, Keith then took his turn in the hot seat and pulled funny faces as the technician turned the dial up.
Holly's willing attitude to try out the 'vagina-tightening' machine appeared on Keith's Christmas special show on Monday night.
During her appearance on the festive show, Holly also confessed details about the moment she first met her husband Dan Baldwin, and when she realised he was the one.
The This Morning host told Keith that initially she thought he was "a little bit" of a "d**khead" and that he was "too cool for school."
It all worked out in the end, with the pair going on to tie the knot and share three children.
The hour-long festive episode also featured Ru Paul royalty Michelle Visage, pop icon Ella Eyre and fellow comedian Johnny Vegas.Do you have a story to sell? Get in touch with us at [email protected] or call us direct 0207 29 33033