ITV has agreed to invest up to £3 million in The Body Coach app, created by fitness influencer Joe Wicks. The deal, made through ITV's media for equity investment fund ITV AdVentures Invest, will see the app advertise on ITV's channels and its streaming platform ITVX.
Wicks launched the app in late 2020, capitalising on his popularity during the Covid-19 pandemic when he streamed daily workout videos. The app offers personalised workout plans, healthy recipes, and access to an online community for motivation.
The app's first TV commercial will air on ITV on 1 January, during a show fronted by Wicks on ITV1 and ITVX. Wicks said he never imagined his brand would reach millions, and the partnership would bring a positive health message to homes.
The investment comes at a challenging time for ITV, as US media company Comcast, owner of Sky, recently began talks to buy ITV's broadcasting business. Traditional broadcasters face competition from streaming services like Amazon and Netflix.
ITV launched AdVentures Invest in 2021 to take minority stakes in early-stage digital businesses in exchange for advertising. Previous investments include online estate agent Strike, furniture comparison site ufurnish.com, and location app what3words.
