Joe Wicks MBE (The Body Coach), has released a new online animated series, Activate, designed to get children moving and to make fitness fun.
The new series has been co-created by Joe and BAFTA award-winning Studio AKA (the creators of Hey Duggee) and is backed by the Government, as part of a new partnership to reach schools and families across the country. The innovative Activate series features five-minute episodes which combine bright and energetic animation with upbeat music, courtesy of Universal Music UK, encouraging children to enjoy short bursts of movement that easily fit into their day.
Over half of children are not meeting physical activity guidelines, and a forthcoming report from the Chief Medical Officer will show that more than 1 in 5 children are living with obesity by the time they leave primary school, rising to almost 1 in 3 in areas with higher levels of poverty and deprivation. Five years after Wicks united the nation with PE With Joe, which received over 100 million views online, Joe is now on a renewed mission to get children moving – a journey he started over seven years ago.
With Wicks appearing as an animated character (a first for the family fitness coach), the series of short five-minute episodes offers a burst of movement, fun, and energy to get kids’ hearts pumping and minds engaged. These include easy-to-follow exercises like jogging, squats, and burpees, wrapped up in a playful, gamified format that can keep kids active over the summer holidays, whether at home or on the go. The episodes incorporate upbeat tunes from some the nation’s favourite artists including Becky Hill and Bastille, provided by Universal Music UK, the exclusive music partner. Each track has been chosen for its appeal to parents and children alike.
In each episode, Wicks is joined by a team of six loveable characters, The Activators; each brings their own unique spark, like Blue, who reminds kids to stay hydrated, Green, who shows off football skills, and Turquoise, who gets the party started. Together, they make movement feel personal, playful, and inclusive – so every child can find a character to connect with.
The episodes will be available to watch for free on The Body Coach YouTube channel on a weekly basis, making it easy for families and schools to fit in a quick burst of activity anytime, anywhere. Please find an embargoed link to the trailer and a preview link to the first episode here (available on YouTube from Tuesday 15th July, 00:01).
But Activate isn’t just for the summer holidays. It will also be available to schools during term time and is perfect for brain breaks at school, rainy days, kitchen dance-offs with the family, or anytime kids need a boost of movement and joy. It’s about building confidence, supporting mental wellbeing, and helping children develop healthy habits for life, with the government backing the programme to fund a further ten episodes.
Background:
The series is backed by government funding as part of Plan for Change to give children the best start in life. Earlier this month, the government launched its 10 Year Health Plan, which outlined how a shift from sickness to prevention will safeguard the nation’s health and put forward a range of measures to tackle growing rates of childhood obesity.
Quotes:
- Joe Wicks, MBE, said: “Activate is the natural next step in everything I’ve worked towards over the past decade. 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. 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. “Being turned into an animated character has been a surreal and wonderful experience, and my dream is that it connects with millions of kids and families across the UK and beyond.”
- Sue Goffe, Chief Executive at Studio AKA, said: “We’re thrilled to bring the world of Activate to life through animation. Collaborating with Joe Wicks has been a joy, and we’re proud to be part of this creative project to inspire movement and wellbeing in children.”
- Sarah Boorman, General Manager, Youth Strategies at Universal Music UK, said: “Our shared goal with Joe was to make being active feel like something children genuinely want to do, powered by great music which is appropriate for them and loved by families too.”
- Health and Social Care Secretary Wes Streeting said: “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. Our 10 Year Health Plan sets out how we would tackle obesity through prevention and today demonstrates how we’re taking action. In the spirit of mission-driven government, we’re building a coalition of the willing to tackle the obesity epidemic head-on. This initiative directly supports our focus on giving children the best start in life—a cornerstone of our Plan for Change. By investing in prevention today, we’re building a healthier generation for tomorrow.”
- Dr Zoe Williams, NHS GP and TV doctor, said: “Physical activity that builds strength and fitness is not just good for our bodies, but it’s one of the best things there is for our minds too. Starting active habits from childhood is really important, but I know how challenging it can be for parents with busy schedules to make time to incorporate regular exercise. It’s brilliant to see that the new Activate series with Joe Wicks is making exercise for kids not just fun, but accessible and easy to incorporate into every family’s daily routine.”
- Alison Lomax, Managing Director for YouTube UK & Ireland, said: “We’re so excited that Joe Wicks is bringing his new kids’ fitness show Activate to YouTube just in time for the holidays. Joe’s fun, energetic approach to getting kids moving has already made a huge impact on our platform, and Activate is set to become a go-to for families looking to keep active over the summer. It’s great to see YouTube being used in such a positive way – bringing free, accessible, and family-friendly fitness to homes everywhere.”
- Dayka Jama, 37, is a Neonatal Nurse and mum of three, based in Sheffield, South Yorkshire, said: “As a single mum and neonatal nurse, I don’t always have the time or energy to commit to structured activities with my kids, and the cost of clubs and classes can really add up. That’s why Activate is such a brilliant idea. It’s free, fun, and easy to access on YouTube, and the short episodes mean there’s no excuse not to get moving. I worry about my children spending too much time on screens, especially over the summer, so I love that this gets them off the sofa, burning energy, and getting fitter, all in just five minutes.”
Interviews available
- Joe Wicks MBE
- Wes Streeting, Health and Social Care Secretary
- Dr Zoe Williams
- Parents, children, and teachers with powerful stories to tell about the difference that physical activity can make to young people, especially over the summer.
Stills and video content for Activate are available to download here.
