Legendary strongman Geoff Capes is swapping lorry pulls and Atlas Stones for discount retailing as the face of Ugo. Capes, crowned World's Strongest Man in 1983 and 1985, will front the discounter's advertising and marketing for the next two years flagging up the "strengths" of its deals. Ugo will also advertise at rugby league grounds across the north of England throughout the 2011 season. The first store opens next month in Biddulph.