Bash .profile not loading

I'm not sure what's happened but my ~/.profile is no longer loading.

Can anyone see something wrong with the following?

export PS1="\u@local [\w]# "
export EDITOR="subl -w"
export CLICOLOR=1
export LSCOLORS=GxFxCxDxBxegedabagaced

alias vst="ssh -i ~/.ssh/vst root@vst"

I know for a fact using that PS1 like I am attempting to do it should be doing Peter@local [~/path/to/file]# but it's not.

Any ideas?