ITV has agreed to invest up to £3 million in The Body Coach through its AdVentures Invest fund, taking a minority equity stake alongside venture partners. The investment will secure advertising across ITV's linear channels and streaming platform ITVX and support a television campaign launching on 1 January during programmes fronted by Joe Wicks. The Body Coach app, launched in late 2020, offers personalised training plans, healthy recipes and online communities and builds on Wicks's Covid-era profile from daily home workouts. The deal comes as broadcasters face competition from global streamers and digital ad platforms.
"I never imagined when I started my bootcamps in the park over 12 years ago that The Body Coach would grow into a brand reaching millions of people,"
"Working with ITV allows us to bring a positive, supportive message about health and wellbeing into homes across the UK at a time when people really need it."
Read at Business Matters
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