Festivalgoers over the years have always had problems when it comes to getting it up.

And the last thing you need at the start of a weekend of fun, sun and music is finding you are struggling with your erection.

Your tent erection, that is.

Because nothing harms that festival arrival buzz more than finding you're a flop when it comes to getting your tent pole out.

Now help is at hand for the 90,000 revellers at the Reading Festival this weekend (August 22-24).

Instead of getting tied up in a nightmare of guy ropes, bent poles, and crumpled groundsheets, music fans can allow others to make getting set up less of a stiff challenge.

Leading outdoor gear firm Columbia has launched Morning Erections, a free, first-of-its-kind tent erection service designed to take the stress out of getting your tent up.

The service is fronted by TikTok stars Jack Joseph and Becky Bambino and uses Columbia's outdoor know-how to give people the ultimate festival experience from the minute they arrive on site.

Jack said: "Getting a tent pitched by the experts at Morning Erections is set to be the best five minutes of your life, or at least your festival... or even your morning.

"We strongly believe that pitching a tent first thing in the morning doesn't need to be hard."

The service promises to get your pitch perfect in minutes, with the company's crack team of tent wranglers ensuring your home for the festival weekend is "swiftly and effectively erected".

All to a standard that can withstand a weekend of partying and late nights after watching acts including headliners Chappell Roan, Bring Me The Horizon and Travis Scott.

Reading Festival is considered a rite of passage for festivalgoers in the UK.

Morgan Bruce, 21, from Bristol, is at the event for the first time and was nervous about putting her tent up.

"I was bricking it a bit to be honest," she said. "I've never put a tent up before so getting a hand from the guys was amazing."

If the service proves popular, Columbia says they may take their Morning Erections on tour to more UK festivals next summer.

So, if you're heading to Reading this weekend and are worried about erection problems, it may be worth giving the Columbia team a try. Just keep it to tents.