ITV Invests Up To £3m In Joe Wicks' The Body Coach App

ITV has announced a major investment in The Body Coach app, created by fitness influencer Joe Wicks, through its Media for Equity fund, ITV Adventures Invest.

The deal sees ITV commit up to £3 million in exchange for advertising inventory across its TV channels and streaming service ITVX, expanding the broadcaster's portfolio of digital and direct-to-consumer businesses.

The Body Coach app offers a comprehensive fitness and wellness platform, including quick home workouts, HIIT sessions, Pilates and yoga for beginners, along with a personalised meal planner and daily progress tracking. The app was named Google's 2022 App of the Year and received Apple's Editor's Choice award.

As part of the partnership, The Body Coach app will debut its TV commercial on ITV on Thursday 1 January. The advert will run during Joe Wicks’ New Year’s Day special on ITV1 and ITVX, which features guests including Olly Murs, Dr Julie Smith, Tilly Ramsey and Nisha Katona, offering viewers an engaging and practical start to the year.

Sheena Amin, Director of ITV AdVentures, said: "I'm delighted to be announcing our partnership with Joe Wicks and investment into The Body Coach. It’s an exciting opportunity for ITV to support a purpose-driven brand transforming people's approach to fitness and wellbeing. 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."

Nikki Wicks, CEO at The Body Coach, added: "This is a big moment for The Body Coach brand and kicks-off an exciting new chapter. This partnership gives us the opportunity to reach more people than ever, and hopefully inspire millions more people to get moving, eat better and ultimately live happier and healthier lives."

Joe Wicks, founder of The Body Coach, 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. This partnership with ITV feels incredibly special - not only as a major milestone for The Body Coach, but because it allows us to bring a positive, supportive message about health and wellbeing into millions of homes at a time when people need it most."

www.itv.com