Creator Feature: Joe Wicks, Fitness Trainer

published on 01 April 2024

Joe Wicks, also known as The Body Coach, revolutionized fitness with his online workouts and health tips. Here's what you need to know:

  • Early Beginnings: Started as a personal trainer, struggled initially, then utilized social media to grow his brand.
  • Rise to Fame: Gained popularity with his engaging online content and launched The Body Coach app, offering personalized fitness plans.
  • Content and Offerings: Shares a mix of free and paid content, including workout videos, healthy recipes, and fitness programs.
  • Business Model: Generates revenue through app subscriptions, merchandise sales, book sales, and brand partnerships.
  • Impact: Promoted a positive approach to fitness and mental health, reaching a wide audience and encouraging a healthier lifestyle.

Wicks's journey from a struggling personal trainer to a fitness mogul shows the power of passion and the right use of digital platforms. His approach combines engaging content, smart use of technology, and a genuine commitment to helping people lead healthier lives.

Childhood and Early Goals

Joe Wicks was born and raised in a council estate in Surbiton, south-west London. Growing up, he was quite thin and always dreamed of being a P.E. teacher. After getting his degree in sports science, he started working as a teaching assistant. But Joe quickly figured out teaching wasn't for him, so he switched gears to become a personal trainer, following his love for working out.

Struggles as a Personal Trainer

Starting out, Joe found it tough to get his personal training business off the ground. He spent his days running fitness classes that hardly anyone came to or handing out flyers at train stations with little luck. He even had to spend half of what he made every month just to keep his gym membership. These were hard times, until he realized that using social media could really help him reach more people and grow his client list.

The Rise of The Body Coach

Body Coach

Adoption of Social Media

In 2014, Joe Wicks started using Instagram to share what he loves: keeping fit and eating right. He put up short videos of his recipes, photos of clients who had changed their bodies, and his own workout pictures. Joe also used Snapchat and Instagram Stories to show his daily workouts, what he eats, and bits of his day-to-day life.

This helped him gather over 1 million followers who were interested in getting fit and eating better. With so many people following him, Joe began offering a 90-day plan to help people transform their bodies through the internet.

Launch of YouTube Channel

As more people started following him online, Joe created a YouTube channel called "The Body Coach TV" in 2013. Here, he posted longer workout videos and healthy recipes for more people to see.

The channel really took off in 2020 when the COVID-19 pandemic hit, and schools closed. Joe's live "P.E. With Joe" videos, which were meant to keep kids moving at home, brought in over 1.5 million new subscribers in just a few months.

Evolution of Offerings

Joe's popularity online and his best-selling cookbooks helped The Body Coach grow. In 2015, he started selling a 90-day fitness program for home workouts.

By 2016, The Body Coach had its own line of kitchen tools like blender bottles and meal prep boxes. Later, they added workout gear like resistance bands and yoga mats.

In 2018, Joe teamed up with Holland & Barrett to make a range of vitamins and supplements that matched his eating advice.

And in 2020, The Body Coach released its own app for iPhone and Android. This app offers personalized workouts, recipes, planning tools, and one-on-one coaching. Over 1 million people downloaded it in the first year.

Joe Wicks turned his love for fitness into a big success by consistently sharing on social media, creating quality content, and expanding his products. His approach to fitness and marketing has helped The Body Coach reach millions of people.

Innovations in Content Creation

Joe Wicks found smart ways to share his fitness tips and workouts, especially when everyone was stuck at home because of the COVID-19 pandemic. Let's look at how he did it:

Adoption of Social Media Platforms

  • Early on, Joe started using social media like Instagram and Snapchat to show bits of his daily life, workouts, and what he eats.

  • By being real and sharing often, he quickly got a lot of people to follow him, reaching over 1 million followers who wanted to get fit and eat well.

Launch and Growth of YouTube Channel

  • Joe saw that videos could really help, so he started "The Body Coach TV" on YouTube in 2013 to share longer workout and cooking videos.
  • When schools closed because of the pandemic, he began doing live "P.E. With Joe" classes for kids at home. These videos helped him get more than 1.5 million new followers.

Use of Live Video

  • Joe used live videos on YouTube and Instagram to do workouts with people in real-time during the lockdowns.
  • He made these sessions fun and personal by talking directly to viewers. The live part meant he could chat with fans as they worked out together.

Development of Mobile Apps

  • In 2020, Joe made The Body Coach app for phones to share his workouts, recipes, and tips more easily.
  • The app is smart and changes based on what users like or do. It quickly became popular, with over 1 million downloads in its first year.

Joe Wicks showed us new ways to use technology to share fitness advice and workouts. By posting real content often, using live videos for workouts, and making a helpful app, Joe has changed how fitness guides can reach and help lots of people at once.

Business Model and Revenue Streams

The Body Coach has built a smart business that makes money in a few different ways. This helps them keep making free videos and guides while also earning a profit. Let's look at how they do it.

The Body Coach sells special workout and meal plans. People pay either every month or once a year to get these plans.

  • The Body Coach App - This app gives you workouts and recipes that fit just for you. It costs $14.99 a month or $119.99 a year. More than 1 million people have downloaded it.

  • 90-Day Plans - These plans give you workouts, food advice, and tools to track your progress for 90 days. Prices start at $50 and can go up to $250 for extra features.


The Body Coach also sells things like kitchen tools and workout equipment. They make a good amount of money from these sales.

  • Kitchenware - Items like blenders and meal prep boxes are big sellers.

  • Workout Accessories - Things like yoga mats and resistance bands are popular.

  • Vitamins & Supplements - They also sell health products through a partnership with Holland & Barrett.


Joe Wicks has written cookbooks and fitness guides that sell really well. These books have made a lot of money over the years.

  • Books like "Lean in 15" have sold over 3 million copies. With each book making about $3-5, the total money made from books is probably over $10 million.

Brand Partnerships

The Body Coach makes extra money by working with other brands. This includes sponsored posts and endorsements.

  • Joe has worked with brands like Lucozade Sport and Bulk Powders in different campaigns.

  • He also did a special workout for a Guinness World Record event.

Comparison Table

Here's a table that shows how much money each part of the business makes:

Offering Users/Sales Revenue Estimate
The Body Coach App 1 million+ downloads $15 million/year
90-Day paid plans 100k+ buyers $5 million/year
Merchandise n/a $12 million/year
Books 3 million copies $15 million total
Brand Partnerships n/a $2 million/year

This shows that The Body Coach has found a good way to make money from both free and paid content. This helps them keep helping people get fit.

Impact and Influence

Joe Wicks, also known as The Body Coach, really changed how people see fitness. He made working out and eating right something fun and easy for everyone, even during the tough times of the COVID-19 pandemic when everyone had to stay home.

Bringing Positivity to Fitness

Joe is all about making people feel good. He doesn't just focus on losing weight or getting fit. He wants everyone to enjoy the journey. Here's how he does it:

  • He tells people to exercise because it makes them feel good, not just to look a certain way.
  • During his workouts, he's always cheering you on, saying things like "You've got this!"
  • He shares recipes that are good for you but still taste great.

This way of thinking helps make staying healthy feel more doable and less like a chore.

Reaching Broad Audiences

Joe's videos aren't just for people who are already into fitness. He reaches out to everyone, including families, kids, older people, and those who might not be in the best shape.

He does this by:

  • Making workouts that kids and parents can do together
  • Offering easier options for those who are just starting out or might not move as easily
  • Being a friendly and down-to-earth guy who people feel they can relate to

This approach helped him connect with a lot more people and spread the word about living a healthier life.

Promoting Mental Health

The pandemic was hard on everyone's mental health. Joe talked a lot about how taking care of your mind is just as important as taking care of your body.

He shared advice on how to feel better by staying active and taking time for yourself. This was really helpful for people looking for ways to deal with stress and anxiety.

In short, Joe Wicks showed that keeping fit can be fun, easy, and something everyone can do. He used his platform to spread a positive message about health and wellness, making a big difference in many people's lives during a very hard time.


Challenges and Mitigation Strategies

Joe Wicks, also known as The Body Coach, faced a bunch of problems as he became more popular. He had to deal with negative comments, working too much, and trying to keep his work and personal life separate. Let's look at these issues and how Joe tackled them.

Dealing with Backlash and Critics

Becoming famous means you'll also get people who don't like what you do. Joe faced this too. Some said his workouts were too tough or his recipes too strict. Some even doubted if he was qualified since he didn't have certain fitness certificates.

Joe dealt with this by listening and making changes when needed. But if the criticism was just mean, he ignored it. He also got a nutrition certificate to address some doubts about his qualifications.

The main thing was Joe knew some negative feedback comes with being famous, and he used it to improve his work when he could.

Avoiding Burnout from Overwork

When schools shut down because of the COVID-19 pandemic, Joe started doing daily workouts on Instagram Live. He was also running his business and looking after his family. All this work could have made him very tired.

To avoid getting too tired, Joe asked his brothers to help run the business. He also started taking Sundays off to rest.

Joe says it's important to rest:

"I've realized I can't do a workout every day. I need to have a break on Sundays to rest mentally and physically."

Getting help and taking breaks helped Joe stay energetic and keep up with his work and popularity.

Balancing Business and Personal Life

As his business grew, Joe worked hard to make sure he still had time for his family and himself. He knows that being happy and creative means spending time with loved ones and taking care of himself.

Joe keeps mornings for family time and evenings for dinners or date nights. He also takes short breaks a few times a year to relax.

He believes in finding a good balance:

"It's about balance - if you want to sustain it, you have to make time for yourself."

Joe shows that with some planning, you can grow an online business and still have a personal life.

Joe Wicks, The Body Coach, faced criticism, the risk of getting too tired, and the challenge of keeping work and personal life separate. By listening to feedback, getting help, taking breaks, and setting aside family time, Joe managed these problems. His story shows that facing problems directly helps online creators succeed.

Key Takeaways for Creators

Joe Wicks, also known as The Body Coach, turned his passion into a big success by always sharing cool content and using tech in clever ways. Here’s what we can learn from how he did it:

Be Consistent with Posting

  • Try to share something new a few times every week. It keeps people interested and checking back for more.
  • Stick to a posting schedule so people know when to expect your stuff. Joe made sure to have workout videos ready every day.

Adopt New Platforms

  • Joe didn’t just stick to Instagram; he also used YouTube and apps to reach more people.
  • Don’t be scared to try out new platforms or tools if they can help you share your stuff better.

Offer Free Value

  • Joe shared lots of workout videos, recipes, and tips for free.
  • Giving away good stuff for free can make lots of people trust and follow you.

Interact with Your Audience

  • Joe did live workouts and mentioned followers to make things feel more personal.
  • Talk back to people who comment and get involved with your followers.

Expand Your Product Offerings

  • Joe started with workout plans but then added things like kitchen tools, workout equipment, supplements, books, and an app.
  • Think of new things you can offer that your followers would like.

Partner with Relevant Brands

  • Team up with brands that fit what you do for sponsorships, endorsements, or making products together.

The main idea is to keep sharing real and helpful content, talk with your followers, and always look for new ways to make their experience better. This is how Joe went from a personal trainer looking for clients to a big name in fitness helping millions to live healthier.


Joe Wicks started as a personal trainer who had a hard time finding clients. He turned his luck around by using the internet really well. He shared workout videos and cooking tips online and became a big name in fitness. He also created a successful business around helping people stay fit and eat well.

Strategies for Growth

Joe did a few smart things to make his brand big:

  • He always had something new to share, like workout videos or recipes, on different online platforms.
  • He was quick to try out new online tools, like posting stories on Instagram or going live on YouTube.
  • He gave away a lot of helpful stuff for free, which made people trust and follow him.
  • Over time, he started selling products, books, and online plans to make money in different ways.
  • He worked with brands that fit his message for extra support.

Joe's hard work paid off, and he got a lot of followers who love what he does.

Business Innovations

Joe came up with cool ideas to make staying fit and eating right easier for everyone. For example:

  • He started doing live workouts for kids when schools were closed.
  • He made an app where you can find workouts and recipes that change to fit what you like.
  • He wrote cookbooks with quick, healthy meals.
  • He made workouts that families could do together at home.

These ideas helped Joe stand out and be there for his community when they needed it.

Influence on the Industry

Joe Wicks made fitness more friendly and easy for people. He showed that working out can be fun and good for your mood. He used the internet really well, especially when everyone was stuck at home, to encourage people to keep moving and eat healthily. Joe's work has made a big difference for families and has shown other creators new ways to share what they love and build a community around it. Joe's story is a great example of how you can turn your passion into something big that helps lots of people.

Is Joe Wicks a qualified personal trainer?

Yes, Joe Wicks started out wanting to be a PE teacher but then changed his path. He got certified as a personal fitness instructor and used social media to share his fitness and cooking tips, which made him very popular. He's also written several best-selling books on fitness and cooking.

How much does it cost to join Joe Wicks?

You can try The Body Coach app free for a week to see if it's a good fit for you. After that, it's £14.99 a month or you can pay £119.99 for the whole year, which saves you some money.

Does Joe Wicks really work?

Yes, his workouts, especially the high-intensity interval training (HIIT) ones, are great for losing weight and getting fit. Studies show that doing HIIT workouts three times a week can really help burn fat, especially if you're overweight.

How much does Joe Wicks make from YouTube?

Joe Wicks is estimated to be worth around £14.5 million, with a big chunk of that coming from his very popular books and YouTube channel. His book Feel Good Food sold 28,000 copies in just three days, and he's made over £10 million from his YouTube videos.

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