Broadcasting heavyweight ITV has announced a major strategic investment of up to £3 million into The Body Coach fitness app, the popular digital platform founded by television personality and coach Joe Wicks.
A Strategic Broadcast Partnership
The substantial financial boost comes from ITV's dedicated investment fund, ITV AdVentures Invest. In return for the capital, The Body Coach app will receive significant advertising exposure across the broadcaster's extensive portfolio. This includes prominent slots on ITV's television channels and its streaming service, ITVX, giving the fitness brand unparalleled reach into millions of UK households.
The timing of the partnership is highly strategic. The app's first television commercial is scheduled to launch on January 1. It will air during the ad breaks of Joe Wicks' own New Year's Day special show on ITV1 and ITVX. The programme will feature guests such as singer Olly Murs, Tilly Ramsay, and TV chef Nisha Katona.
From Park Bootcamps to a Multi-Million Pound Brand
Joe Wicks launched The Body Coach app in late 2020, leveraging the immense popularity he garnered during the first Covid-19 lockdowns with his free online PE lessons, which earned him the affectionate title 'the nation's PE teacher'. The app provides users with a comprehensive suite of workout programmes, personalised meal plans, and tools for tracking daily progress, designed to support long-term health and fitness goals.
Reflecting on the deal, Wicks expressed his amazement at the journey. "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," he said. "This partnership with ITV feels incredibly special... 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."
Energising a New Year's Health Kick
Sheena Amin, Director of ITV AdVentures, highlighted the perfect synergy between the campaign launch and the new year period. "We couldn't be launching the campaign at a better time," she stated. "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."
Nikki Wicks, Joe's older brother and Chief Executive of The Body Coach, described the tie-up as a "big moment for The Body Coach brand and kicks-off an exciting new chapter." The investment marks another strategic move for the ITV AdVentures Invest fund, which was launched in 2021 and has previously backed companies like online estate agent Purplebricks and pet health firm PitPat.
This collaboration signifies a powerful fusion of broadcast media and digital wellness, positioning The Body Coach app for significant growth as it taps into the perennial January surge in health and fitness resolutions.
