Broadcasting giant ITV has invested up to £3 million in The Body Coach app, created by fitness star Joe Wicks. The deal, through ITV's media for equity fund ITV AdVentures Invest, secures advertising for the app across ITV's channels and streaming service ITVX.
The strategic partnership launches on January 1, with The Body Coach app's TV commercial airing during Joe Wicks' New Year's Day special show on ITV1 and ITVX. The timing capitalizes on the new year moment when millions look to reset their health goals.
Joe Wicks described the partnership as transformative. «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,» he said. «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.»
From park bootcamps to national fame
Wicks launched his fitness bootcamps over 12 years ago before becoming "the nation's PE teacher" during the initial Covid-19 lockdowns. The Body Coach app, which launched at the end of 2020, offers workout programs, a personalized meal planner and daily progress tools.
His New Year's Day special features guests including singer Olly Murs, celebrity chef Gordon Ramsay's daughter Tilly Ramsay, and TV chef Nisha Katona.
Strategic new year timing
Sheena Amin, director of ITV AdVentures, emphasized the campaign's timing. «We couldn't be launching the campaign at a better time – the new year has always represented a natural reset for people to make positive changes and with Joe's show airing on ITV1 on New Year's Day, I'm sure viewers will come away feeling even more energised and motivated to kick-start their health and fitness journey.»
Nikki Wicks, Joe's older brother and chief executive of The Body Coach, called it a «big moment for The Body Coach brand and kicks-off an exciting new chapter.»
The investment expands the portfolio of ITV AdVentures Invest, launched in 2021, which has previously backed companies including online estate agent Purplebricks and pet health firm PitPat.
Note: This article was created with Artificial Intelligence (AI).
