A thrill-seeker who plunged 200ft off Durdle Door into the sea had to be airlifted to hospital with a dislocated shoulder.
Beachgoers watched in horror as the unnamed dare devil initially failed to resurface from the water at the beauty spot in Dorset yesterday.
Footage shows onlookers initially cheering as he prepared to perform the highly dangerous leap but left screaming when it was clear he had been hurt.
An air ambulance landed on the packed beach, with temperatures soaring in the mid to high 20s for much of the UK.
The diver was then taken by Coastguard officials to the helicopter after applying a bandage to his shoulder.
Witness Khawar Khawaja said the incident was “very scary” and his wife even feared the man was attempting to take his own life.
The 38-year-old had driven from Grimsby was on a family day out said the emergency services were called prior to the man even jumping off the natural limestone arch, due to how high he was.
“It was really scary to watch, we didn’t know if he was going to come back up at all or how badly he had injured himself,” he said.
“When the air ambulance arrived they managed to locate him. He had a bandage on his shoulder and was taken to the hospital.
“It’s scary to think that people just jump off of something that high and don’t think that they might hurt themselves.”
It’s understood the man was ‘tombstoning’, which involves diving off great heights into water, and has taken the lives of at least 20 people in the UK since 2005.
A spokesman for Kimmeridge Coastguard confirmed with the newspaper the casualty was taken to Dorset County Hospital for further treatment.
It comes following a safety warning after a group of tourists, including children, were pictured pitching tents and sunbathing directly under the crumbling cliff edge at West Bay in Dorset on Tuesday.
The previous day a woman was hit by falling debris and the coastguard urged people to be careful.
The 120ft sandstone cliffs are notorious for frequent landslips, with the HM Lyme Regis Coastguard telling walkers and beach-goers not to go under them.