ITV has agreed to invest up to £3 million in The Body Coach fitness app, created by Joe Wicks. The deal, made through ITV's media for equity investment 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. The app offers personalised workout plans, healthy recipes, and access to an online community for motivation.
The app's TV commercial will debut on ITV on 1 January, airing during commercial breaks in a show hosted by Joe Wicks on ITV1 and ITVX. Wicks said the partnership allows him to 'bring a positive, supportive message about health and wellbeing into millions of homes at a time when people need it most'.
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 talks have raised concerns about the future of UK news provision as traditional broadcasters face competition from streaming services and digital giants.
ITV launched its AdVentures Invest programme in 2021 to take minority stakes in early-stage digital businesses in exchange for advertising. Previous investments include online estate agent Strike, furniture comparison site ufurnish.com, and location app what3words.
