The 20-year-old has become kind of a big deal on Irish TikTok, where he shares advice on fitness and reviews food (mainly protein bars).
Doyle is from Mullingar, and when reviewing many different types of protein bars, his thick, strong Midlands accent sounds like he's saying "Bors" instead of "Bars".
@jamesdoylefitness Protein bor #proteinbor ♬ original sound - JT1
Viewers noticed this and started commenting "Protein Bors" underneath his videos, and I don't mean like once or twice - I mean ENDLESSLY!
We hear all about how the trend went viral, James' reaction to some of the biggest stars getting involved and what's next for Protein Bor.