Born and raised on a council estate, Joe Wicks experienced a challenging upbringing. His single mother, who struggled with healthy eating knowledge, inspired his passion for fitness and wellness. Wicks’ journey began in earnest when he studied sports science and started offering bootcamp sessions in a local park. Back in 2012, he handed out flyers to attract clients but often found himself without any attendees. Yet, his perseverance paid off, setting the foundation for his remarkable career.
Fast forward a decade, Wicks has become a household name. In his own words, he went from “handling out flyers” to running a thriving business empire. His Body Coach brand—founded on the principles of accessible fitness and healthy living—has grown to include a website, an app offering personalized meal plans and workouts, and a range of kitchenware.
The Lockdown Phenomenon
During the COVID-19 pandemic, Joe Wicks became Britain’s PE teacher, hosting daily live-streamed workouts on YouTube to keep families active while schools were closed. These sessions earned him a Guinness World Record for the most viewers of a live workout and helped raise over £580,000 for the NHS. Wicks’ efforts during this period earned him an MBE for services to fitness and charity.
The fitness guru’s YouTube channel now boasts 2.8 million subscribers, while his Instagram account has 4.8 million followers. Through these platforms, he continues to inspire millions with his approachable take on health and wellness.
Publishing Success and Expanding the Brand
Wicks’ first cookbook, Lean in 15: The Shift Plan, debuted in 2015 and sold a staggering 77,000 copies in its first week, topping bestseller lists. This success led to two more books in the Lean in 15 series the following year. Today, Wicks has authored 12 cookbooks, including the 2023 release Feel Good in 15, and three children’s books such as The Burpee Bears, which aim to make fitness fun for kids. In total, his books have sold over four million copies worldwide.
Beyond publishing, Wicks has hosted TV programs and appeared on popular shows like This Morning, Loose Women, and Sunday Brunch. In 2022, he gave viewers an intimate look into his life with the BBC documentary Joe Wicks: Facing My Childhood, which explored his upbringing and his parents’ struggles with mental health.
Stepping into the Dragons’ Den
As a guest investor on Dragons’ Den, Wicks is eager to support small businesses with his unique expertise. While he modestly describes himself as “not a serial investor,” Wicks has consistently championed startups, often promoting them on social media without expecting anything in return. His foray into the show aligns with his passion for helping entrepreneurs succeed.
In Thursday’s episode (January 9), viewers will witness Wicks assess a Liverpool-based entrepreneur’s “gym in a bag” concept. This innovative fitness kit was developed to support mental health, a cause close to Wicks’ heart.
“People might wonder, ‘What has he got to say as an investor?’ But I’m excited to share my knowledge and work collaboratively with entrepreneurs,” Wicks shared. “I believe in businesses that genuinely help others, and I’m here to see if I can add value to their journey.”
Joe Wicks’ Growing Empire and Family Life
With an estimated net worth of £55 million as of 2024, Wicks’ entrepreneurial success extends far beyond fitness. His Body Coach app alone employs 30 staff, generating significant revenue. Additionally, earnings from YouTube, Instagram, product sales, and corporate ventures contribute to his impressive fortune.
Joe Wicks married Rosie Jones, a former glamour model, in 2019. The couple shares four children: Indie, Marley, Leni, and Dusty. Wicks often highlights his family on social media, emphasizing the importance of one-on-one time with each child despite his busy schedule. “We’ve always wanted a big family, and while it’s challenging, it’s incredibly rewarding,” he said.
A Role Model for Success
Joe Wicks’ story is one of resilience, innovation, and giving back. From his grassroots beginnings to leading a multimillion-pound empire, he exemplifies the power of hard work and perseverance. As he steps into the Dragons’ Den, Wicks continues to inspire others to pursue their passions and prioritize wellness.
Whether he’s writing bestsellers, mentoring startups, or raising millions for charity, Joe Wicks proves that success isn’t just about business; it’s about making a difference.