“The goal is to get people off low-calorie diets. They're struggling, they're barely eating anything. They need educating.”

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.