In a major move for the health and wellness sector, broadcaster ITV has announced a significant strategic investment into one of the UK's most popular fitness platforms. The company's ITV AdVentures Invest fund is committing up to £3 million into Joe Wicks' The Body Coach app.
A Partnership for Health and Exposure
This substantial financial injection is not just about capital. As part of the deal, The Body Coach app will receive extensive advertising exposure across ITV's portfolio. This includes its family of television channels and its fast-growing streaming service, ITVX.
The collaboration is timed to capitalise on the traditional New Year surge in health resolutions. A brand-new television commercial for the app is scheduled to launch on 1 January. It will be broadcast during Joe Wicks’ own New Year’s Day special programme, which airs on ITV1 and ITVX.
Capitalising on a Lockdown Legacy
The Body Coach app was launched in late 2020, a period when its founder, Joe Wicks, achieved national treasure status. His free online PE with Joe workouts during the initial Covid-19 lockdowns captivated millions of households, creating a vast and loyal audience.
The app successfully translated that immense popularity into a dedicated digital fitness service. This investment from a mainstream media giant like ITV signifies a major vote of confidence in the platform's longevity and commercial potential beyond the pandemic peak.
Shared Ambitions for National Wellbeing
Both parties have emphasised that the partnership's core mission extends beyond business. Representatives for Joe Wicks and ITV stated the alliance is focused on promoting health and wellbeing to millions of homes across the UK.
With the New Year representing a key moment for personal goal-setting, the partnership is strategically positioned to reach a mass audience seeking positive lifestyle changes. This deal merges Wicks' expertise and trusted brand in fitness with ITV's unparalleled reach into British living rooms.
