Richmond-based Joe Wicks, aka the Bodycoach, is the man behind the 90 Day SSS Plan – an online fitness and nutrition plan – and the Lean in 15 cookbooks. Here, Joe opens up to The Resident about food, fitness, fame, romance, ambition and more…

Words: Jenny Davis

Do you always eat really well?
I have to be really strict to get this lean. Not boozing and staying away from treats. A typical day’s meal will be scrambled eggs or an omelette for breakfast then a massive chicken burger that I make. For dinner maybe a Thai Green Curry. All made myself, of course!

When did you get into fitness and how?
I was a personal trainer for a long time so I haven’t just popped up from nowhere. I have been working hard building up a community and social media following.

Is it true you’re a millionaire?
My company turns over a £1m a month, but that doesn’t mean I earn that much myself!

What’s been your biggest spend?
I bought my mum a house in Epsom in Surrey. She loves it. I’m building my own house and renting while that’s happening.

Joe Wick's plans are based around core healthy ingredients like eggs, sweet potato and avocado

Joe Wick’s plans are based around core healthy ingredients like eggs, sweet potato and avocado

Have you been over to try to crack America?
I’ve been on prime time TV over there. My plan is to get every single person in the world lean. The power of social media is amazing – I’ve got over 100,000 people sign up to my plan in just over two and a half years.

How’s your life changed since getting famous?
I don’t think I’m famous. I might get recognised occasionally but my life hasn’t really changed day-to-day. The biggest change its that I can be more generous. I used to have to save up for everything. Now, to be able to take all my mates away is such a nice feeling.

Do you ever want to be anonymous?
No, I love what I do. We are all always on our phones anyway. If I’m on my phone, I’m not being anti-social, it’s because I’m creating a community and helping people. People want the next recipe or workout. It’s not tiring because it’s what I love and why I do what I do. I didn’t realise that a million followers equated to a business. I was never motivated by that. I’ve always been about free content. Even though my book is £8, I posted 6,000 videos on Instagram over two years to build that trust. That’s what Lean in 15 is.

What do you think about fad diets?
There is so much nonsense out there. Low-calorie diets do not work long-term. You’ll lose weight, binge and put on weight again. The answer is eating well all the time and that’s what my plans are about. I re-educate people about their bodies and about food.

Joe Wick's smoothies and juices are taking over the UK nutrition world

Joe Wick’s smoothies and juices are the talk of the nutrition world

Why has fitness become such a trend?
It’s cool to go to the gym now. Women now are more into fitness and sports than before. Wearing your gym gear out used to be embarrassing, now it’s a whole fashion trend! People are generally more aware of nutrition and eating well.

You must get a lot of female attention…
No, really. I never get chatted up! I mean, on social media I get a lot of marriage proposals but I never meet them in real life.

Are you single?
Yes, I broke up with my girlfriend of 11 years a few months ago. It was very amicable. We just grew apart. I travel a lot and am so busy that it put a strain on the relationship. I am happy to be single. I can plough my energy into work!

What are you plans for the future?
World domination! I’d love to move to Santa Monica and have a TV show in America. I’d love to spend summers in the UK and winters over there. I just want to keep doing what I’m doing.