ITV announces media equity investment in Joe Wicks’ Body Coach app to…

Team S · 2026-01-07T12:33:05.000Z

British broadcaster ITV plc has announced a strategic media equity investment in The Body Coach app, the fitness and wellbeing platform founded by entrepreneur and television presenter Joe Wicks. The partnership brings together ITV’s scale in content, audience reach and commercial expertise with The Body Coach’s rapidly growing digital fitness ecosystem aimed at driving global subscriber growth, enhancing product offerings and expanding engagement across key international markets. The investment represents ITV’s continuation of its strategy to partner with creator-led digital businesses that align with its broader ambitions in direct-to-consumer media, health and lifestyle content, and subscription-driven digital services. ITV said the collaboration will see The Body Coach benefit from enhanced marketing support and strategic content amplification across ITV’s broadcast, streaming (including ITVX) and social platforms, while strengthening the brand’s visibility and market proposition. The Body Coach app- launched by Joe Wicks, a fitness coach and author known for his accessible training programmes offers personalised workout plans, nutrition guidance, and community features. The platform has gained substantial traction among users seeking holistic health solutions that combine fitness routines with sustainable lifestyle coaching. ITV’s equity commitment is expected to help accelerate innovation and improve long-term monetisation of The Body Coach’s digital products. ITV’s media equity approach often involves leveraging its audience-wide reach and production expertise to support portfolio companies with brand amplification and content partnerships, while aligning financial interests through minority stakes. This deal is part of a growing trend among traditional media companies to invest in digital platforms and subscription businesses that extend their ecosystem beyond linear broadcasting. Joe Wicks’ role as a public figure and fitness influencer adds a notable consumer-facing dimension to the partnership, giving ITV an opportunity to tap into a highly engaged health and wellness audience. The investment also signals confidence in direct-to-consumer fitness offerings as a scalable digital subscription category that benefits from cross-platform promotion and storytelling. #MediaInvestment #FitnessTech #ITV #JoeWicks #BodyCoachApp #DigitalGrowth #HealthAndWellness #SubscriptionTech #BrandPartnership #DirectToConsumer #Streaming #ITVX

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ITV announces media equity investment in Joe Wicks’ Body Coach app to… | Newnex