Joe Wicks founded the fitness and nutrition brand commonly known as The Body Coach. Wicks is a British personal trainer, author and online personality whose short workout videos and recipe plans built a large following.
His business combines digital fitness content, meal plans, books and subscription services. The Body Coach approach emphasizes brief workouts and practical recipes, making it distinct from a single gym chain or equipment company.
Wicks became a guest investor on Dragon's Den rather than one of the original permanent Dragons. His entrepreneurial profile comes from creating a direct-to-consumer health brand and using social media to reach customers at scale.
People sometimes confuse the Body Coach with brands founded by television fitness presenters, but “Body Coach” specifically refers to Wicks's business identity and company. His books include Lean in 15, a series focused on quick recipes.