CELEBRITY Traitors star Tom Daley is diving head first into a pool of cash courtesy of a lucrative side hustle.
The champion diver raked in more than £100,000 from his knitting hobby in 2024 – two years on from setting up his Made With Love label.
Profit eluded him for the first couple of years, but his woolly items are now coining it in.
Annual accounts for MWLTD Ltd show he made a six-figure profit in 2024 and left £57,000 in cash in the firm’s coffers.
He sells £8.99 balls of wool, patterns and leisurewear via his website and would-be buyers are told by Tom: “A lot of you know that I absolutely adore knitting.
“It’s been a journey for me that started when I first picked up my knitting needles in March 2020. Fast forward and I’m so proud to introduce these kits to you all so that you can experience the joy I found learning to knit.
“I designed these knit kits to help encourage you to pick up those needles, learn the basics, and fall in love with knitting at the same time – all whilst creating something to show off or pass on.”
Wool vest kits start at £53. A pattern and wool for a sweater costs up to £72.
Tom, who hosts Channel 4’s Game of Wool, has said he was banned from wearing his own knitwear when appearing on Celebrity Traitors.
The Olympic gold medallist, 31, revealed in a new interview that self-promotion was prohibited during filming for the BBC gameshow.
The former diving champion appeared as a Faithful contestant on the programme alongside singer Paloma Faith, presenter Stephen Fry and broadcaster Kate Garraway, with the Traitors being Jonathan Ross, Alan Carr and singer Cat Burns.
He also added that he was constantly knitting when they weren’t filming scenes for the show.
“Any time I was in the hotel, I was just knitting, knitting, knitting,” he said.
His latest foray into entertainment TV saw him murdered early on in Celebrity Traitors – and he wasn’t happy about it.
He told the Guardian: “They got rid of people who probably would have figured it out.”
Tom clashed with the show’s producers when he put forward the idea of returning from the dead so that he could continue to take part.
He explained: “I think what they should have considered is a resurrection, bringing someone back from the dead after, like, the first four murders.”
However, his novel suggestion was met with a disappointing no.