Why doesn't git hook (post-update) work?

Question

git

The post-update hook does not work (after git push), a normal bash script, for example:

#!/bin/sh
echo "Deploying local GIT work repo"

When run from the terminal or when clicking on a file - it works.
OS : Ubuntu x64
git : 1.9.1
permissions : -rwxr-xr-x
Why doesn't it work?