In a significant move blending media and wellness, ITV has committed to investing up to £3 million into the fitness application created by television personality and coach Joe Wicks, known as The Body Coach app.
A Strategic Media-for-Equity Partnership
The substantial investment is being executed through ITV's media for equity fund, ITV AdVentures Invest. This innovative model means the broadcaster will provide capital in exchange for advertising space for The Body Coach app across its portfolio. This includes its traditional broadcast channels and its rapidly growing streaming service, ITVX.
The timing of the campaign launch is strategic. A TV commercial for the app will debut on ITV on January 1, 2026. It is scheduled to air during the commercial breaks of Joe Wicks' own New Year's Day special programme on ITV1 and ITVX. That show will feature guests such as singer Olly Murs, Tilly Ramsay, and TV chef Nisha Katona.
From 'Nation's PE Teacher' to Digital Expansion
The Body Coach app was first launched by Wicks in late 2020, capitalising on his extraordinary rise to fame during the initial Covid-19 lockdowns. His free online PE lessons for families earned him the affectionate title of the nation's PE teacher.
The app itself is a comprehensive digital wellness platform. It combines guided workout programmes with a personalised meal planner and daily progress tracking tools, designed to keep users engaged and motivated on their fitness journeys.
Executive Reactions and Future Ambitions
Joe Wicks expressed his delight at the partnership, stating it felt "incredibly special." He reflected on the brand's humble beginnings over twelve years ago with park bootcamps and highlighted the opportunity to promote health and wellbeing in millions of homes.
Sheena Amin, Director of ITV AdVentures, noted the perfect timing of the campaign launch with the new year, a traditional period for positive lifestyle changes. She believes Wicks' television special will leave viewers energised to begin their own fitness journeys.
Nikki Wicks, Joe's older brother and CEO of The Body Coach, called the tie-up a "big moment" for the brand, signalling the start of an exciting new chapter.
This investment adds to the growing portfolio of ITV AdVentures Invest, which was launched in 2021. Previous beneficiaries of the fund include online estate agent Purplebricks and pet health technology firm PitPat.
