United Kingdom
Joe Wicks is a Surrey-born fitness coach and media personality who built his brand around making healthy living accessible rather than intimidating. He…
Total Followers -0.0%
4.9M
Across Instagram, TikTok
Primary Platform
4.7M followers · 96% of audience
Engagement
0.7%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $56K–$132K / IG post
Joe Wicks's foundation partnered with the TCS Mini London Marathon and its in-schools virtual race, backing his goal of getting one million children active by 2030.
ITV's AdVentures Invest fund agreed to invest up to £3 million in the Body Coach App in exchange for advertising inventory across ITV channels and ITVX. The partnership launched with a TV commercial airing during Wicks's New Year's Day special on ITV1.
Variety reported that Wicks signed with WME for representation across all areas, including television, digital content, publishing, and live events.
Wicks moved to Bonnier Books UK's wellness imprint LEAP for a two-book deal. The first title, Protein in 15, features 80 unprocessed, protein-packed recipes for the whole family.
Co-created with Studio AKA (makers of Hey Duggee) and backed by the UK Department of Health & Social Care, the short-episode animated series aims to get children moving through fun, five-minute activity bursts.
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | -941 -0.0% | +0 +0.0% | +0 +0.0% | -941 |
| Last 30 days | -941 -0.0% | +0 +0.0% | +0 +0.0% | -941 |
| Last 90 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
| Last 365 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
Daily follower snapshots from CreatorDB's longitudinal index.
Joe Wicks is a Surrey-born fitness coach and media personality who built his brand around making healthy living accessible rather than intimidating. He first gained mainstream traction through his 'Lean in 15' concept — quick, practical meal recipes paired with short home workout routines — which he promoted aggressively on social media at a time when the fitness space was dominated by gym-centric content. His national profile accelerated dramatically during the 2020 lockdowns, when he ran free daily PE sessions on YouTube for children and families stuck at home, drawing audiences of millions and earning him an MBE for services to health and fitness. That moment cemented his positioning not as a performance athlete but as a broadly accessible wellness figure, a distinction that has shaped every content and commercial decision since. His handle, @thebodycoach, doubles as his company name and underpins his subscription fitness app, which sits at the commercial core of his business.
His content mix — enthusiastic recipe walkthroughs, running and parkrun encouragement, and behind-the-scenes book previews — skews heavily toward food and lifestyle rather than hardcore training, which explains the strongly female-majority, younger adult audience that follows him across platforms. His engagement rate on Instagram sits below the category median for his follower band, a pattern common among macro creators whose audiences have broadened well beyond an early core fanbase, but his TikTok presence shows notably stronger relative interaction. Brand partnerships with Brooks Running indicate a push into the running community, complementing the home-workout identity he built earlier. With a new book in production and the Body Coach app as a recurring revenue engine, Wicks is positioned as a durable wellness lifestyle brand rather than a pure fitness influencer — a distinction that broadens his appeal to FMCG, food, and general wellbeing advertisers beyond the traditional sports and supplement categories.
Joe Wicks reaches an audience concentrated in United Kingdom primarily through Instagram, and is best activated via Instagram Reels and Stories, TikTok branded content. As a fitness creator they map naturally to brands targeting that space. Engagement on Instagram runs around 0.7%, pointing to an audience suited to category-relevant, mid-funnel brand campaigns rather than pure-reach buys.
Benchmark estimates for a creator at Joe Wicks's tier (Macro, 4.9M combined followers, United Kingdom). Pulled from CreatorDB's category benchmarks.
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Yes — starting in March 2020, Joe Wicks ran live morning workout sessions on YouTube called PE with Joe, designed to help children stay active while UK schools were closed. The sessions became a national phenomenon almost overnight, regularly attracting hundreds of thousands of simultaneous viewers and helping families build a daily movement routine at home.
Joe Wicks donated the ad revenue from his PE with Joe YouTube sessions to NHS Charities Together, raising around £580,000 in the process. It was one of the most high-profile individual fundraising efforts of the first UK lockdown and significantly elevated his public profile well beyond the fitness community.
Yes, Joe Wicks was awarded an MBE in the 2021 New Year Honours, recognising his contribution to children's fitness and charity during the COVID-19 pandemic through his PE with Joe campaign. It marked a turning point in his journey from Instagram fitness coach to a nationally recognised figure in the UK.
Activate with Joe is Joe Wicks' initiative to bring structured movement and exercise sessions into schools, targeting children and young people who may not get enough physical activity during the school day. It extends his long-standing mission of making fitness free and accessible, moving beyond social media into a direct educational setting.
Yes, Joe Wicks has an active partnership with Brooks Running UK, which he promotes through his social media content — particularly posts tied to running and parkrun. The collaboration reflects his expanding focus on accessible outdoor fitness alongside his better-known home workout content.
Joe Wicks has publicly taken part in and championed parkrun, the free weekly 5K community run held at locations across the UK and around the world. He uses his platform to encourage followers to join in, framing parkrun as one of the most accessible things anyone can do for their physical and mental health.
Yes, Joe Wicks has spoken openly about growing up with a father who struggled with heroin addiction and a chaotic home environment, sharing his story publicly to help reduce stigma around mental health and addiction. He has credited those early experiences as a core part of the drive behind his mission to help people lead healthier and happier lives.
Lean in 15 is Joe Wicks' signature approach to cooking — quick, balanced meals designed to be prepared in around 15 minutes — which became the basis of a series of bestselling cookbooks that launched his mainstream career. The concept remains central to his brand and is a recurring theme in the recipes he posts across Instagram and TikTok.
Yes — Joe Wicks has been sharing behind-the-scenes glimpses of a new book in 2026, with a full reveal still being teased at the time of writing. Releasing cookbooks is a core pillar of his business model; his previous titles have consistently topped the UK charts and translate the recipe content from his social channels into a physical format.
The Body Coach app is Joe Wicks' flagship subscription product, bringing together home workout plans and healthy recipes in one place and acting as the paid, structured version of what he previews for free on social media. It is the commercial engine of his brand, and both his Instagram and TikTok channels regularly direct followers toward it as the full programme.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@thebodycoach · Instagram
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