Joe Wicks, the fitness sensation known as “The Body Coach,” has built an empire that goes far beyond fitness routines and meal plans. Since his rise to fame during the pandemic, when he provided daily PE lessons for families across the UK, Wicks has turned his entrepreneurial energy to investments, making strategic moves in various sectors. Alongside his wife, Rosie, and their growing family, Joe has developed a diverse investment portfolio.
But Wicks is not just an investor—he’s also preparing to make his mark in a new role. In 2025, he will appear as a guest on BBC’s Dragons’ Den, joining the esteemed panel of regular dragons, including Peter Jones, Deborah Meaden, Sara Davies, and Steven Bartlett. As a fitness expert and successful entrepreneur, Joe’s experience will bring a unique perspective to the show, where ambitious young entrepreneurs pitch their ideas in the hopes of securing investments. Let’s dive into the five key areas where Joe Wicks and his family are putting their money and what his appearance on Dragons’ Den will add to his already impressive entrepreneurial journey.
1. Health and Wellness Startups
Joe Wicks’ interest in health and wellness isn’t just about promoting exercise and healthy eating—it’s also about investing in businesses that help people live healthier lives. His portfolio includes several health and wellness startups that align with his mission to make fitness and well-being accessible to all. These investments often involve technology-driven businesses in fitness, mental health, and healthy living.
Joe has a strong belief that technology is the future of fitness, whether it’s in the form of fitness apps or wearables. As digital tools continue to grow in importance, Wicks is keen to support businesses that incorporate fitness technology to make exercise more engaging and efficient for users. By investing in these companies, he is helping to bring new innovations to the fitness industry, while also promoting his own values of health, well-being, and self-care.
2. Sustainable Fashion
As someone who promotes a holistic and responsible lifestyle, Joe Wicks has also set his sights on the sustainable fashion industry. This sector, which focuses on reducing environmental impact and promoting ethical production, is one that resonates deeply with Joe. He has invested in brands that prioritize sustainability, using eco-friendly materials, ethical labor practices, and innovative approaches to circular fashion.
With growing awareness of the environmental impact of fast fashion, Joe is focused on supporting companies that are committed to sustainability and social responsibility. His investments in this area are a reflection of his personal values and his desire to promote more eco-conscious consumer habits. Through these investments, Joe hopes to encourage both consumers and businesses to rethink their approach to fashion and make more sustainable choices.
3. Children’s Products and Services
As a father, Joe Wicks is particularly interested in products and services that support the health and development of children. His investments in this sector align with his dedication to encouraging young people to stay active and engaged in their health. Whether it’s through educational tools, active play products, or interactive apps, Joe is investing in companies that help kids stay healthy and learn about the importance of physical activity from an early age.
Joe’s focus on children’s health is also reflected in his famous PE lessons, which were designed to get kids moving during the pandemic. By investing in companies that promote fitness and well-being for children, Joe is ensuring that his influence extends beyond the screen and into products that help kids stay active in their everyday lives.
4. Food and Nutrition Businesses
Food and nutrition are at the core of Joe Wicks’ brand, and his investments reflect his passion for healthy eating. Joe has put his money into food businesses that provide healthy, convenient options for consumers, especially those looking for quick meal solutions that align with a nutritious diet. From healthy snack companies to meal prep services, Joe is helping to back companies that are transforming the way we think about food and nutrition.
His investments in food startups are aimed at making healthy eating more accessible to the average consumer, focusing on products that are not only nutritious but also convenient. Additionally, Joe is interested in food businesses that cater to specific dietary needs, including plant-based, gluten-free, and allergy-friendly options. These investments reflect his philosophy of making healthy eating enjoyable and inclusive for all.
5. Technology and Fitness Apps
Joe Wicks is deeply invested in the digital fitness space, where technology and fitness are increasingly intertwined. As someone who has built a global following through online content, he sees great potential in fitness apps and platforms that allow people to work out at home, track their progress, and achieve their goals. His investments in this area are all about making fitness more accessible and personalized.
Joe’s experience with digital platforms, particularly through his own online coaching programs, has given him insight into the future of fitness technology. He supports apps that offer virtual coaching, progress tracking, and interactive features to keep users motivated. By investing in fitness technology, Joe is contributing to a future where fitness is more flexible, accessible, and engaging than ever before.
Joe Wicks on Dragons’ Den: A New Chapter in His Entrepreneurial Journey
Joe Wicks’ foray into investing will take a new and exciting turn in 2025, when he joins the panel of Dragons’ Den as a guest dragon. His appearance on the BBC show will bring a fresh perspective to the series, as he brings his unique experience in building a brand and navigating the fitness industry to the table. Wicks’ entrepreneurial acumen, combined with his passion for health and wellness, will undoubtedly make him a valuable addition to the panel of regular dragons.
On the show, Joe will have the chance to meet young entrepreneurs and hear their pitches for investment. Given his background, he’ll likely be drawn to companies that align with his own values—health, sustainability, and innovation. For viewers, Joe’s appearance on Dragons’ Den will offer a rare glimpse into how a fitness mogul applies his expertise to the world of business, and what makes a pitch stand out to him as an investor.
As he prepares to step into the lion’s den, Joe Wicks’ investments continue to reflect his deep-rooted belief in the importance of health, sustainability, and supporting future generations. His work on Dragons’ Den is set to be an exciting new chapter in his already successful career as an entrepreneur and fitness expert.
