The lean mean fitness machine who has built up a £3m business empire

Fitness guru Joe Wicks, known as The Body Coach, has built up a £3m fortune after increasing the size of his business fourfold in the last 12 months. Joe is the man behind the Lean in 15 diet and exercise plans. The premise is that it only takes 15 minutes to start making significant lifestyle changes.

With fans across the globe, Joe was the biggest selling author last year and has millions of followers across a number of social media platforms. His firm The Body Coach Online Nutrition reported assets of close to £3m last year, which is a huge increase from £680,000 the year before. He also has another company, which deals with his personal brand, Joe Wicks Ltd, has reported assets of £170,000.


Joe started out just a few years ago running fitness classes in Surbiton Park. He used to cycle there, with kettle bells and other fitness equipment in a trailer behind him. His perseverance was worth it as both of his Lean in 15 books have hit the top of the book charts, selling a whopping £1.3m copies between them.

Her books even knocked JK Rowling’s Harry Potter and the Cursed Child into second place in the charts. However, Joe has insisted that he did not start his business with the aim of making a lot of money, but simply wanted to help people to become healthier. As well as his fitness classes, Joe started posting fitness and diet tips on social media, and his fan base started to grow and grow.

He then launched three month fitness programmes costing £147, with followers signing up in their thousands. He turned over £600,000 in the first year of his firm. Joe said that he had time poor people in mind when he developed his programme, which includes meals that can be made in just quarter of an hour, and workouts which take 20 minutes.


Judith is a qualified journalist who has worked in both the UK and the US, specialising in writing about politics, education and health.