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Joe Wicks Joins WME, Expanding the Body Coach Brand Beyond YouTube
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Published in Health and Fitness on Wednesday, December 10th 2025 at 2:21 GMT by Variety- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Joe Wicks, the “Body Coach,” Signs With William Morris Endeavor – A Strategic Move for the Fitness Phenomenon
In a headline‑making announcement on Tuesday, the world‑renowned fitness guru Joe Wicks, better known as “The Body Coach,” has joined the ranks of the global talent powerhouse William Morris Endeavor (WME). The deal, reported by Variety, is a clear signal that the entertainment‑and‑media juggernaut is looking to broaden its portfolio beyond actors, musicians and writers, and to tap into the booming market of health‑and‑wellness influencers.
From Pilates to Pandemic‑Proliferated Pop‑Culture
Joe Wicks rose from a 14‑year‑old rugby player who once trained for the Olympics to a full‑time personal trainer, running a gym in London and publishing a best‑selling book. He truly vaulted into the international spotlight in 2020, when the coronavirus lockdown turned his daily workout videos into a lifeline for millions of people stuck at home. The simple, high‑intensity “PE with Joe” series – filmed from his flat – became a global sensation, amassing hundreds of millions of views on YouTube and securing a partnership with the BBC to produce a full‑length series, “Joe Wicks: The Body Coach.”
In addition to the television show, Wicks has built a diversified brand. He launched a subscription‑based app that delivers tailored workout and nutrition plans, a line of protein bars and shakes (The Body Coach Nutrition), and a range of fitness apparel in partnership with well‑known retailers. His brand is now synonymous with accessible, science‑backed fitness for everyday people.
What WME Brings to the Table
WME’s move to represent Wicks is as much about future content as it is about brand partnerships. The agency, which counts Tom Hanks, Beyoncé and a host of top‑tier talent in its roster, has expressed enthusiasm for working with an influencer who already has a massive, engaged audience. By aligning Wicks with WME’s media and licensing expertise, the partnership is poised to explore:
- New Streaming Series – Wicks is reportedly in advanced talks with a major streaming platform (Variety has not yet revealed the name) for a “behind‑the‑scenes” docu‑series that would follow his coaching journey in real time. This would tap into the audience’s appetite for authentic lifestyle content, and it would offer WME a fresh, high‑profile project for its television division.
- Cross‑Platform Expansion – WME’s global network of contacts in the advertising and media industries can help secure lucrative sponsorships beyond the fitness niche, such as lifestyle brands, technology companies (think wearable fitness devices), and health‑food conglomerates.
- International Growth – While Wicks already has a large following in the UK, the partnership will enable his brand to penetrate emerging markets in North America, Australia and Asia, leveraging WME’s established distribution channels.
WME’s president of media, James Krause, told Variety that they “recognize the cultural impact of the Body Coach and the value of his mission to help people live healthier lives.” Krause added that the agency is “excited to help Joe turn his grassroots energy into a global media footprint.”
A Broader Industry Trend
Wicks’ deal is part of a larger wave in which traditional talent agencies are courting high‑profile influencers. For example, WME had previously signed athletes and social‑media stars such as former NBA player Kevin Durant and TikTok personality Khaby Lame. The strategy reflects a shift toward diversified portfolios that capture the rapidly evolving media consumption habits of younger audiences.
The Variety piece also noted that the fitness industry is a hotbed of potential content: there is an increasing appetite for programs that blend wellness, lifestyle, and narrative storytelling. By bringing Wicks into its fold, WME is positioning itself to lead the next generation of wellness‑driven media, bridging the gap between personal training and prime‑time entertainment.
How Joe Wicks Is Responding
Wicks, who recently celebrated his 40th birthday, welcomed the partnership in a statement on his Instagram page. He thanked his followers for their support over the past decade and emphasized his commitment to “bringing evidence‑based fitness to everyone, everywhere.” He added that working with WME “will help us bring new programs and collaborations to our community.”
Wicks’ own website, the Body Coach, lists a handful of upcoming ventures – a new “Family‑Fit” series on a streaming platform, a limited‑edition line of workout gear in collaboration with a major sportswear brand, and a mobile app upgrade that will feature AI‑driven coaching. While the Variety article did not disclose the specifics, it made clear that the WME partnership is expected to accelerate these initiatives.
The Bottom Line
Joe Wicks’ signing with William Morris Endeavor marks a milestone not just for the Body Coach himself, but for the entire fitness‑influencer ecosystem. It illustrates how a health‑and‑wellness brand can evolve into a multi‑platform media asset, and how talent agencies are adapting to capture the zeitgeist of digital audiences. As Wicks prepares to launch new programs, collaborate with global brands, and potentially create a signature streaming series, the partnership with WME will likely serve as the catalyst that propels him from a YouTube personality to a staple of mainstream entertainment.
With WME’s deep pockets and industry clout, Joe Wicks is set to turn his decades‑long dedication to fitness into a lasting cultural touchstone that blends the rigor of science, the charm of relatable storytelling, and the reach of a global media network. Whether he’s breaking a new personal record or breaking into prime‑time TV, the Body Coach’s journey is poised to inspire millions—now with the backing of one of the world’s most powerful talent agencies.
Read the Full Variety Article at:
[ https://variety.com/2025/digital/global/joe-wicks-body-coach-signs-wme-1236603086/ ]
