Joe Wicks MBE built The Body Coach from park bootcamps. Short recipe videos posted to Instagram under #Leanin15 from 2014 grew into a following of millions; his first book, Lean in 15 (2015), sold 77,000 copies in its opening week and has passed 900,000 sales, and around fifteen titles have followed, most recently Protein in 15 (December 2025).

When schools closed in March 2020 he launched PE With Joe, a daily live YouTube workout that set a Guinness World Record with more than 950,000 concurrent viewers, has been watched over 80 million times and raised more than £500,000 for the NHS. He was appointed MBE in the 2020 Birthday Honours, and a 24-hour workout for Children in Need that November raised over £2 million.

The Body Coach app, under chief executive Nikki Wicks, has been downloaded 2.7 million times and won Apple’s Editors’ Choice and Google Play’s App of the Year. In January 2026 ITV invested up to £3 million through its media-for-equity fund. The Body Coach Foundation, his registered charity, became official charity partner of the TCS Mini London Marathon in 2026, targeting one million active children by 2030; he ran the 2026 London Marathon in its support.

A guest Dragon on Dragons’ Den in 2025, he speaks on energy, small daily habits and building community.