ITV invests £3m in Joe Wicks' Body Coach app as it continues to diversify
The Body Coach app was launched by Wicks at the end of 2020 following his rise to fame in the initial Covid-19 lockdowns, which earned him the title of the nation's PE teacher.
Updated: 11:41 GMT, 1 January 2026
ITV has announced it will invest up to £3m into The Body Coach app created by TV star and fitness coach Joe Wicks.
The Body Coach app was launched by Wicks at the end of 2020 following his rise to fame in the initial Covid-19 lockdowns, which earned him the title of the nation's PE teacher.
It combines workout and fitness programmes as well as personalised meal planner and daily progress tools to keep users motivated.
A TV advert for the app will run on ITV alongside Joe Wicks' New Year's Day special show on the broadcaster.
Knockout: ITV has invested big in The Body Coach app
The programme will see Wicks joined by guests including singer Olly Murs, celebrity chef Gordon Ramsay's daughter Tilly Ramsay and TV chef and Mowgli Street Food founder Nisha Katona.
Wicks said: 'I never imagined when I started my bootcamps in the park over 12 years ago that The Body Coach would grow into a brand reaching millions of people.'
The investment adds to a growing list made by ITV Adventures Invest since it launched in 2021, including in online estate agent Purplebricks and pet health firm PitPat.
Sheena Amin, director of ITV AdVentures, said: 'We couldn't be launching the campaign at a better time - the new year has always represented a natural reset for people to make positive changes and with Joe's show airing on ITV1 on New Year's Day, I'm sure viewers will come away feeling even more energised and motivated to kick-start their health and fitness journey.'