Bachelor star Sam Wood furiously denies using his phone while behind the wheel of his Mercedes G-Wagon after being slapped with a $577 fine

Former Bachelor star Sam Wood has been hit with a hefty fine for using his phone while behind the wheel of his $150,000 Mercedes G-Wagon.

The multi-millionaire healthcare worker was one of dozens of people fined in Melbourne this week as part of a major crackdown over the Christmas holidays.

Operation Lookout targets unlicensed, unregistered and inattentive drivers, but Wood, 43, strongly denied doing anything wrong after being fined $577 and given four demerit points.

'No I was not. I have nothing to say. I wasn't on my phone, I was on my hands-free,” he told 9News on Tuesday.

About 20 other drivers were also fined, with a police officer saying the dangerous behavior must stop.

“People are addicted to their phones,” said Sergeant Bill Woolmore.

'Some people just think they can get away with it. (But) we catch them and catch them multiple times.”

It remains unclear whether Wood will contest the fine, but if not, costs shouldn't be an issue.

In November, Wood and his wife Snezana, whom he met on The Bachelor nine years ago, launched a new protein range called 28GO!, named after the personal trainer fitness app it sold for $71 million last year.

The protein range includes 16 products, including powders, bars, collagen waters, but also mug cakes, mousse, pancake mix, banana bread and hot chocolate.

Dozens of people have been hit with fines during a police crackdown on dangerous drivers in Melbourne, but none were as famous as former Bachelor star Sam Wood (pictured in car)

Former reality TV star Sam Wood drives a $150,000 Mercedes G-Wagon (pictured)

It's been almost nine years since Australia met the personal trainer, who found love with then-single mother-of-one Snezana Markoski (pictured)

Wood opened his premium gym The Woodshed in Brighton East in 2015, where he still does one-on-one and two-on-one personal training appointments.

He also owns one of Australia's first kids-only gyms, Gecko Sports, with 35 franchises across the country.

Since launching its fitness program in 2016, 28 by Sam Wood has attracted more than 400,000 individual users and partnered with the likes of Woolworths and Blackmores Vitamins to promote their products on social media.

Health and fitness aren't the only part of Wood's success. He has also built a $10 million real estate portfolio during his time as The Bachelor's most successful lead.

Following his time in season three, he has made a series of smart property investments in central Melbourne and regional Victoria.

His portfolio includes his $4 million home in Elsternwick, which he shares with Snezana and four children, and a $3.6 million holiday home in Mt Martha.

The massive brick Victorian home in the sought-after suburb of Elsternwick was purchased by the couple in September 2018 for $3.3 million

Operation Lookout will continue throughout the summer, focusing on Melbourne's popular nightlife areas, where the mix of vehicles and alcohol can lead to tragedies.

“The hotspot congestion of pedestrians, bicycles and vehicles… also trams, (if you) mix alcohol into it it can lead to all kinds of accidents,” Sergeant Woolmore said.

'One death is too many. Drive carefully, don't get distracted and just pay attention to other road users.'

Police caught seven people not wearing seat belts during the six-hour sting, and 12 cyclists riding without helmets.

One man was asked why he decided not to wear a helmet. He replied, “I have very nice hair.”

His desire to protect his wavy locks from helmet hair cost him $240.

Police caught 12 cyclists riding without helmets, including this man in the photo, who said he did it because 'I have really good hair'