ITV agrees to invest £3m in fitness app created by Joe Wicks

Wicks said the partnership with ITV would allow him to bring a ‘positive, supportive message about health and wellbeing into millions of homes’. Photograph: Ben Montgomery/Getty Images for Activate

The broadcaster ITV has agreed to invest up to £3m into the health and fitness app The Body Coach, created by Joe Wicks, who shot to fame by getting people exercising in their living rooms during the Covid pandemic.

It is the latest deal made through the group’s media for equity investment fund ITV AdVentures Invest. As part of the agreement, The Body Coach will advertise on ITV’s channels and its video platform ITVX.