SARGEANT Bulldog isn't your average pup: he rides skateboards, does yoga - or should we say doga - and poses for pictures in flip flops.
The three-year-old bulldog, affectionately known as 'sarge' by parents Dan Story and Kristen Inglis, has wreathes of wrinkles, a barrel belly and a tendency to slobber but people have fallen in love with him: 129,000 people to be exact.
His human parents Dan and Kristen said they never anticipated internet stardom for the fur baby they brought home three years ago.
"Neither of us were all that good with Instagram," Mr Story said.
"We really just worked it out along the way on Sargeant's page.
"When we first started I used to spent one or two hours on the account every day just building it up, now it all takes care of itself, I post one picture in the morning and that's it."
Sargeant's weekend routine involves jumping in the front passenger seat of the car and riding to the beach where he goes for a paddle board or a jet ski ride. He'll also pose for a few photos which will be 'liked' by thousands of adoring fans - it's a better routine than most humans.
Dan and Kristen, originally from Brisbane, even moved to the Gold Coast so Sarge could be closer to his "favourite place in the world".
"When we were up in Brisbane we would drive down here to the Currumbin dog beach every weekend," Ms Inglis said.
"So just decided to move here, first to Highland Park, now we're at Stapylton.
"People recognise him now when we go out, he likes the attention ... other times people say he's fat or they think he's always really slow because that's sort of a precoveived notion about bulldogs.
"But when we come out to the beach he runs around and could go for hours."
So how does one go from a regular pet to a household name?
Dan said it's all about interacting with similar pages on Instagram and putting out quality content.
"Like and interact with every single account that's similar to (your pet)," he said.
"And post quality, entertaining photos ... when we first put Sarge on the paddle board and the jet ski, that's when people really started to notice him."
Ms Inglis said her first "pinch me" moment was in January when the Bulletin featured Sargeant in a story about famous pets.
"It was the first magazine he was in which was really cool," she said.
"Soon after that story we had brands like Boohoo emailing us wanting to post his videos."
But the pair said they had no plans to quit their day jobs (Dan runs a crane company and Kristen works for a financial planner) and monetise Sargeant's account.
"I'm not even joking I get an email a day from people wanting to know how much our rates are to post up a photo," Mr Story said.
"The only guys we've really doing any sponsorship with is EZYDOG who supply harnesses, life jackets and apparel. We were already using their products so it was great to team up with them.
"We just enjoy seeing him loved by all of the people who follow his account."
Dan And Kristen, who have been together for seven years, will say 'I do' next year in the northern NSW hinterland and Sarge will be there.
"He's our ring bearer so he will be walking down the aisle," Ms Inglis said.
"He's a real daddys boy, we'll probably need Dan standing out the end of the aisle otherwise he'll get distracted by all the people.
"We might even get him a tux."
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