ITV works up a sweat with fitness coach Joe Wicks, reveals $4m investment in Body Coach app

UK commercial broadcaster ITV is to invest up to £3m (US$4m) into health app The Body Coach, created by fitness coach and TV personality Joe Wicks.

Joe Wicks

It is the latest deal made through the group’s media for equity investment fund, ITV Adventures Invest. In return, Wicks will advertise the service across ITV networks and its streaming platform ITVX.

The Body Coach is a workout and fitness app featuring home workout sessions, pilates and yoga for beginners as well as a personalised meal planner and daily progress tools.

Wicks rose to fame in the UK during the Covid pandemic lockdowns, when he streamed daily high-intensity interval training (HIIT) sessions on YouTube. He presented a New Year’s Day fitness special on ITV1 and ITVX, which featured commercials for the app during advertisement breaks.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.”

In other ITV news, ITVX has acquired all three seasons of hit anime series Yu-Gi-Oh! GO RUSH!!, which follows intergalactic warrior Yudias Velgear and the residents of Mutsuba Town as they navigate new duelling adventures.

Darren Nartey, head of acquisitions, ITVX, said, “Yu-Gi-Oh! has a passionate fan base in the UK, and Yu-Gi-Oh! GO RUSH!! represents an exciting new chapter for the franchise. We’re thrilled to be partnering with Konami Cross Media NY to make the full series available on ITVX for our viewers to enjoy.”