Joe Wicks joins forces with Labour for animated series to get kids active over summer holidays

It’s five years since the pandemic made Joe Wicks the nation’s PE teacher but this summer his animated avatar will be delivering work outs while kids are off school.

The long-time friend of the Big issue has joined forces with the government to create new animated series Activate.

The five-minute workouts, led by Wick’s animated avatar and backed by upbeat music from Universal Music UK, are meant to get kids moving through the school summer holidays.

“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!”

The team-up with the government is part of efforts to address child obesity and its impact on the NHS.

Obesity rates have doubled since the 1990s, including among children. A forthcoming chief medical officer report is set to show  more than one in five children are living with obesity by the time they leave primary school, rising to almost one in three in areas with higher levels of poverty and deprivation.

Boosting physical activity can prevent an additional £10.5 billion worth of treatment a year, ministers said.

The government has backed the programme to fund a further 10 episodes and insisted the move is part of its 10-year health plan and wider Plan for Change.

Read more:

• Joe Wicks eyes morning workouts for kids beyond the coronavirus lockdown
• The Body Coach Joe Wicks explains how to live healthily on a limited budget

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.”

Catch the first episode now on Joe Wicks’ The Body Coach YouTube channel with new episodes set to be released weekly.Wicks added: “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.”

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