ITV to Invest Up to £3m in Joe Wicks' The Body Coach App via ITV AdVentures Invest
ITV has announced plans to invest up to £3 million in The Body Coach app through its ITV AdVentures Invest programme. This initiative takes minority stakes in early-stage digital and direct-to-consumer businesses in exchange for advertising on ITV channels and ITVX.
Created by fitness personality Joe Wicks, The Body Coach app launched in late 2020 and provides personalised workout plans, healthy recipes, and an online motivation group. The partnership aims to bring a positive and supportive message about health and wellbeing into millions of homes.
A TV commercial for The Body Coach app is scheduled to launch on 1 January 2026. It will air during commercial breaks on a Joe Wicks-fronted show on ITV1 and ITVX.
This deal aligns with ITV AdVentures Invest’s strategy to assist consumer brands in scaling through television advertising. It follows previous investments by ITV in businesses such as Strike/Purplebricks, ufurnish.com, and what3words.
The announcement comes amid ongoing talks of Comcast acquiring ITV’s broadcasting business. Comcast is the owner of Sky, which it acquired in 2018 for £30 billion, as well as Universal Studios.
Joe Wicks has also previously collaborated with Studio AKA to create five-minute workout videos targeted at children.
