- Joe goes by the alias The Body Coach and curated the 90 Day SSS plan
- His simple and nutritious #LeanIn15 meals have made him huge success
- Now has 90,000 clients, a four book deal and is filming his own TV show
Instagram fitness star Joe Wicks has revealed he is now turning over £1million every month after his innovative approach to nutrition struck a chord with the nation.
And the 30-year-old nutritionist and personal trainer’s bank balance is set to further swell as he touches down in the US to launch his hugely successful Lean in 15 diet plan.
But Joe, from Surbiton, London, who goes by the alias The Body Coach, has insisted he never set out to make money and said he simply wanted to ‘help people’ when he became a personal trainer.
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Joe Wicks, known to many as The Body Coach, has revealed his company is turning over £1million a month
And he is currently touring the US – pictured in New York – to launch his Lean in 15 plan there, after its success in the UK
He has nearly one million followers on Instagram, including many female fans who swoon over his toned body
Speaking to the Daily Mirror, Joe, who has nearly one million Instagram followers, said: ‘I never realised you could monetise Instagram. I just wanted to help people.
‘But I’ve always had this vision that I was going to create a global business. I truly believed it was going to happen even when no one else did.
‘Our turnover now is over a million pounds a month and when you say it out loud like that, it sounds ridiculous. But I have 500 people signing up to my plan every day, and the business keeps growing and growing.’
But it might surprise people to learn that his fortune has come despite turning down many lucrative endorsement deals through fear of diluting his brand. The only product he promotes is the fitness tracker Microsoft Band 2, he said.
As well as hoping to conquer America, he is in talks to produce a fitness DVD and is filming a new Channel Four show which is due to hit our TV screens in the summer.
And the benefits of his Shape, Shift and Sustain (SSS) programme was recently highlighted when it helped two women who were struggling to conceive get pregnant.
His cookbook broke records with its first week sales and is currently sitting in the top 20 list of biggest selling cookbooks of all time
Joe, who counts Ellie Goulding and John Terry among his fans, told FEMAIL at the time that he felt ‘really emotional’ when the mothers-to-be shared the happy news with him during a recent Lean In 15 book tour.
‘A woman came up to me and said she’d been trying for a baby for months and months and months,’ he told FEMAIL. ‘She did the plan and basically fell pregnant. She came over crying because she was so emotional and happy.’
He added: ‘A friend did the same. She was one month away from having IVF, did the plan, lost three stone and the month after she fell pregnant. It’s amazing that when you’re healthy and you’re eating well, your body is ready for a baby. It’s that simple.’
Joe now has some 90,000 clients, a four book deal and is filming his own TV show due to air in the summer
Despite his enormous success Joe, from Surbiton, London, has insisted he never set out to make money and said he simply wanted to ‘help people’ when he became a personal trainer
After graduating with a sports science degree from Twickenham’s St Mary’s University, curly-haired Joe started running boot camps in Richmond and Surbiton, near where he lives. Business was good but he was keen to devise a sustainable long-term strategy.
That’s when he began posting free diet and fitness tips, as well as motivational messages on social media. However, in order to monetise his brand he decided to launch SSS, a personalised three-month nutrition and exercise regime that costs £147.
His followers, who reach as far afield as Doha and Australia, signed up in their thousands and he made an approximate turnover of £600,000 in his first year.
Joe Wicks, also known as The Body Coach, has become an Instagram sensation thanks to his quirky fitness videos and 15-minute healthy meals
‘In two years it’s gone from a small little business where I was just emailing everyone myself, to having 90,000 clients and 50 members of staff in an office in Richmond,’ he said.
‘When I started my social media I never set out to make a business. I never knew I was going to make money from it. It was more that I was just having fun and doing my thing.
‘Then I realised that so many people were asking me questions about diets so I thought it was a good chance to create a plan and actually help people off these low-calorie diets.’
Joe, who is being dubbed the hottest thing on social media, curated the 90 Day SSS plan and #LeanIn15 meals and counts Ella Eyre, Ellie Goulding and John Terry among his fans
Joe is a much-needed antidote to the restrictive meal cleanses and dubious detoxes that have gained popularity in recent years. He promotes wholesome, healthy meals that can be whipped up in a matter of minutes.
He believes people are finally clocking onto the fact that there’s more losing weight than cutting down on calories. ‘Most girls – which is what I’m really trying to help – under eat when they’re trying to burn fat,’ he said.
‘They will do a really low-calorie diet, spend hours in the gym for months on end and they still don’t see results. If it was as simple as just dropping calories, I’d be ripped all year round but it’s not that easy – your body needs energy.’
Joe says his meals are for busy people and he aims to teach people how to ‘plan their meals, prep like a boss and take control of their body with good nutrition’
He added: ‘People are realising now that if they’re going to go to the gym, they need to fuel their bodies and respect it with nutrition. You’re not going to ever change unless your body and nutrition is right.’
Joe’s philosophy is to ‘eat more food and train with more intensity in the best time’. He has the time-poor British public in mind with his 20 minute HIIT workouts and his 15 minute meals, which include dishes such as frittata with goats cheese and pesto, and sweet potato, chorizo and poached eggs.
His first cookbook ‘Lean In 15’ flew to the top of the best-selling charts last year and is now in the top 20 biggest sellers of all time.
Joe has created recipes for breakfast dishes such as prawns with chipotle chill paste with tomatoes and a baked egg in the middle, left, and, right, eggs cooked in coconut oil with mozarella cheese and purple sprouting
Lunch or dinner options include oat covered chicken breasts with sweet potato wedges, left, and taco boxes, right
As for exercise, Joe maintains that you don’t need to spend hours in the gym to achieve a lean body. HIIT (high intensity interval training) four to five days per week is all it takes to see changes, he said
‘It’s become the fastest ever debut selling cookbook since records begin and it was also the highest selling non-fiction book of 2015 – and it was only released on the 28th December,’ he said.
The publisher ‘can’t believe’ the response and has snapped Joe up to do three more books with a plan to extend should his popularity continue.
Joe has a long-term girlfriend called Caroline who isn’t fazed by the attention he receives, despite fans gushing over his topless photographs on his Instagram channel. ‘We laugh at it,’ he said. ‘I don’t respond to it or anything so it’s just quite funny.’
‘My approach to nutrition and fitness is so effective because it’s enjoyable, sustainable and doesn’t feel like a diet because the food is so yummy and you get to eat so much! I also get people eating more food, training less and burning fat for fun.’