Firstly, instead of subscribing to a Virtual Learning Environment to protect access to videos, these are hosted on YouTube where every view generates an income. With 2.65m subscribers, videos are regularly watched over a million times. Although not listed by revenue stream in his accounts, the £200k donated to the NHS for just his "PE with Joe" sessions in 2020 gives an indication of how lucrative this is.

Even with so many resources available, there are plenty of learners who want 'official' courses, where they are led through the steps for success. Joe Wicks "The Body Coach" offers this in the form of a 90 day course or, as of December 2021, a paid for app. Costing less than £100 and giving access to an additional community as well as 'support heroes', these include 'official' interactions and check-in opportunities.

Image is a screen grab from the App Store, taken 16 January 2021.

Traditional book publishing was one of Joe Wicks "The Body Coach" first successes, with "sales of 3.2 million books for £27.9m, up to 21st March 2020" (thebookseller.com) Recipe books continue to be a cornerstone of the business.

Photo of 2 Lean in 15 books, taken in my kitchen! 17 January 2021.

Partnerships with Chilly's water bottles and Gusto food box delivery service have expanded the Joe Wicks "The Body Coach" reach to new potential learners / clients.

Image by Bilderjet from Pixabay