British fitness coach and author Joe Wicks has signed with William Morris Endeavor (WME) for representation across all areas, per Variety.

Wicks, known as “The Body Coach,” has built an online presence through social media platforms, starting with 15-second recipe videos before expanding to become one of the most followed fitness accounts on Instagram and YouTube. His content focuses on fitness instruction, nutrition guidance, and wellness programming.

The creator has sold over 5 million cookbooks, including the “Lean in 15” series and additional titles. His Body Coach app, launched in 2020, serves as a fitness platform for users across age groups and ability levels in the UK market.

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Pandemic-Era Growth

During the COVID-19 pandemic, Wicks launched “PE With Joe,” a daily live YouTube workout series. One workout stream achieved over 950,000 concurrent viewers, earning a Guinness World Record for most viewers on a fitness workout live stream on YouTube.

In 2020, Wicks completed a 24-hour workout challenge that raised more than £2 million ($2.6 million) for Children in Need. He received an MBE for services to fitness and charity.

Expanding Content Portfolio

Wicks’ current projects include “Activate,” an animated children’s fitness series designed to encourage physical activity among young audiences. He continues producing content across television, digital platforms, publishing, and live events.

The creator operates the Body Coach Foundation for philanthropic initiatives related to fitness and youth wellness.

WME’s representation will cover Wicks’ activities across all professional areas, including his digital content, publishing ventures, television projects, and live event programming.

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