“Fasting is not sustainable or enjoyable, yet we've been conditioned to think the only way to burn fat is to cut out all the things we love and spend hours in the gym. How can anyone live like that? Don't starve yourself; train, then refuel your body.”

British fitness coach, television presenter, author

Joe Wicks, also known as The Body Coach, is a British fitness coach, television presenter, social media personality and author. He became widely known for building a fitness brand around short, accessible workouts and healthy recipe videos. Wicks’ approach centres on High Intensity Interval Training, or HIIT, and he first built an audience by posting brief recipe clips on social media. From there, he expanded into a major online fitness presence, with a large following on Instagram and YouTube, and his work has focused on making exercise and food advice feel practical and easy to use.