He's a British Grand Slam champion and among the favourites at next week's ATP Finals but Joe Salisbury is still far from a household name.
And that is just how he likes it.
"I'm not a limelight person, not really a social media person, I'm quite happy to stay under the radar," he tells BBC Sport when asked if he is bothered that Andy and Jamie Murray usually grab the headlines and the focus.
The 28-year-old Londoner has quietly gone about lifting the Australian Open men's doubles title as well as reaching a US Open semi-final and French Open quarter-final this year with his American partner Rajeev Ram.