ITV has agreed to invest up to £3 million in The Body Coach, a health and fitness app created by Joe Wicks. The deal, made through ITV's media for equity fund ITV AdVentures Invest, will see the app advertise on ITV's channels and its video platform ITVX.
Wicks launched the app in late 2020, building on the popularity he gained during the Covid-19 pandemic when he streamed daily workout videos online. The app offers personalised workout plans, healthy recipes, and access to an online community for motivation.
As part of the agreement, a TV commercial for the app will air on ITV from 1 January, during commercial breaks in a show fronted by Wicks on ITV1 and ITVX. Wicks said the partnership would allow him to bring a positive message about health and wellbeing to millions of homes.
The announcement comes amid a challenging period for ITV, weeks after US media company Comcast, which owns Sky, began talks to buy ITV's broadcasting business. The potential acquisition has raised concerns about the future of UK news provision as traditional broadcasters face competition from streaming services and digital companies.
ITV launched its AdVentures Invest programme in 2021 to take minority stakes in early-stage businesses in exchange for advertising. Previous investments include online estate agent Strike, furniture comparison site ufurnish.com, and location app what3words.
