Animation of Joe Wicks launched to help keep children fit
The online fitness coach launched his new initiative at an east London primary school.
Last updated 15th Jul 2025
An animated character of online fitness coach Joe Wicks has been launched in a bid keep children fit over the summer holidays.
The Body Coach's new animated persona talks children through exercises including jogging, squats and burpees in five-minute clips, which will be released via his YouTube channel.
Wicks said the Government-backed Activate project aims to "make movement fun".
In each clip Wicks' character performs various exercises accompanied by new animated characters known as the Activators.
The first episode has been released on The Body Coach YouTube channel, with more episodes to be released each week over the school summer holidays.
Tried out by east London pupils
The animated series was launched at Ripple Primary School in Barking, east London, on Monday.
Wicks and Health Secretary Wes Streeting met teachers and parents to discuss keeping children active.
"From my early YouTube workouts to 'PE with Joe' during the pandemic, my goal has always been to get children moving and feeling good, physically and mentally," said Wicks.
"This project brings together everything I am most passionate about, and everything I've learned on my journey - going back to my own childhood where I discovered movement as a way to cope with the challenges of living with parents with drug addiction and mental health issues.
"Activate is designed to make movement fun and inclusive for every child, with short, high-energy workouts that fit into everyday life, these can be enjoyed in the living room, the garden, in the classroom, or anywhere else.
"As a dad, I know how important it is to make movement something kids enjoy, not something they have to do.
"That's exactly what Activate is all about so I hope it can be a real support for busy families, this summer and beyond."
Inactivity one of 'biggest culprits' of childhood obesity
Health Secretary Wes Streeting added: "Childhood obesity robs our young people of their future, and inactivity is one of the biggest culprits.
"That's why it's crucial to start building healthy habits from a young age.
"By investing in prevention today, we're building a healthier generation for tomorrow."
Almost one in 10 children in reception year at school were obese, according to figures from the National Childhood Measurement Programme in England.
This rises to 22.1% of pupils in Year 6, according to the 2023/24 data.