ITV has agreed to invest up to £3 million in Joe Wicks' health and fitness platform The Body Coach, deepening the broadcaster's push into digital consumer brands.
The deal comes through ITV's Adventures Invest Fund and will see The Body Coach advertise on ITV's linear channels and its streaming platform ITVX, giving the app access to one of the UK's largest broadcast audiences.
Wicks launched The Body Coach app in late 2020, building on the tremendous profile she gained during the Covid lockdown, when her daily home workouts became a fixture for millions of families. The app offers personalized training plans, healthy recipes, and access to online communities designed to keep users motivated.
A new television advertising campaign will launch on 1 January, with adverts airing during Vix's programs on ITV1 and ITVX.
Wicks said the partnership marked an important milestone in the brand's evolution.
“When I started my bootcamp at the Park 12 years ago, I never imagined that The Body Coach would become a brand reaching millions of people,” he said.
“Working with ITV allows us to bring a positive, supportive message about health and well-being into homes across the UK at a time when people really need it.”
The investment comes at a critical moment for ITV and other public service broadcasters, as traditional television faces increasing pressure from global streaming giants such as Netflix and Amazon, as well as digital advertising platforms owned by Meta and Google.
The backdrop is further complicated by recent reports that Sky owner Comcast has held talks about acquiring the broadcasting arm of ITV – raising wider questions about the future of UK public service media and domestic news provision.
Adventure Invest, launched in 2021, is ITV's response to these structural changes. In exchange for long-term advertising commitments on ITV's platforms, the fund takes minority equity stakes in early-stage and consumer-facing businesses alongside venture capital investors.
Body Coach now joins a growing portfolio of Adventures-backed businesses, including locations app What3Words, online furniture comparison site YouFurnish.com and online estate agency Strike, which later traded as Purplebricks.
For ITV, the strategy is designed to generate new revenue streams beyond traditional advertising, while helping consumer brands grow faster through television – still one of the most powerful brand-building tools in the UK market.
As far as Wicks is concerned, this partnership solidifies her transition from lockdown fitness phenomenon to fully digital health entrepreneur, with one of the UK's biggest broadcasters now supporting The Body Coach's next phase of growth.
jamie young
Jamie is a senior reporter at Business Matters, with over a decade of experience in UK SME business reporting. Jamie has a degree in Business Administration and regularly attends industry conferences and workshops. When Jamie is not reporting on the latest business developments, he is passionate about mentoring budding journalists and entrepreneurs to inspire the next generation of business leaders.