Joe Wicks, The Body Coach, schools brands on authenticity and digital during The Lockdown

Joe Wicks, if you've not heard of him before the global pandemic then you're likely to know about him now. He is the man behind The Body Coach that brings exercise and healthy eating to the masses. Here's an extract from his website:

"I'm a man on a mission to rescue people from the awful dieting industry. I am sick and tired of people struggling on low calorie diets and meal replacement shakes.
I created this [90 Day] plan to educate people and give them the knowledge they need to get a lean, healthy strong body without going hungry."

His mission has seen him focus his efforts at schools (a bit like Jamie Oliver did in his war against turkey twizzlers) but the Coronavirus lockdown put a stop to his school visits.

What was his response? Being a business built on a massive social media following, he's no stranger to digital but what he's doing now is no less impressive. He's on a mission to become the world's PE teacher with his 9am GMT live workout.

He's one week into #PEwithJoe and it's been a resounding success. It's gone global very quickly and he's been busy doing loads of interviews about it. Here he is on CNN:

Joe is giving brands a masterclass in marketing. His business makes money by selling his various best selling books on fitness and cooking and selling his 90 Day Shift, Shape & Sustain (I've done it and it works!). But he sincerely has a passion to help people get healthier. I've met him and you can't fake his natural energy, passion and niceness. And his commitment to creating free content that inspires, informs and educates is living and breathing proof that he's a content marketing master. Searches online about how much he's worth come back with £14.5 million.

In a world facing crisis, and needing inspiration, brands have to be authentic or they'll be found out. Joe is authentic through and through. And a pledge made after his first week on #PEwithJoe has taken this to the next level: He has had over 15 million views of his classes on YouTube and seen a massive increase in ad revenue on the platform. So, he's decided to pledge that money to the NHS. Awesome.

Over the weekend I took a look at the impact of his first week as the world's PE Teacher. His subscribers have increased by nearly 7,000% in the last 30 days and he's had nearly 27 million video views over the same time. Look at the red charts at the bottom of this screen shot and you'll see the sharp rise in the last week.

And how much is the NHS going to get thanks to his pledge? The chart suggests the monthly earnings from YouTube ad revenue is between £4.4K and £69.7K. Given his popularity I'd expect that to be closer to the upper part of the scale given the surge of interest and the likely sustained interest as he becomes part of the daily routine of families on lockdown.

All of this has got to be good for his brand, and therefore his business. Offering something to kids, but also their parents/grandparents, will not only put a bigger smile on his face but will make his products a natural purchase for many, many people.

He's his lastest live class. It finished a few minutes ago.

It's definitley worth doing. Just 30 minutes of your time each day. My daughter loves it, so long as she's in her box.

Thanks Joe. Inspiring stuff for brands and a social media and content marketing consultant called Chris.

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