Joe Wicks MBE (The Body Coach) has released a new online animated series, Activate, with Universal Music UK as the exclusive music partner.
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's Plan For Change initiative?to reach schools and families across the country. It features five-minute episodes which combine animation with music from the likes of Becky Hill and Bastille, courtesy of Universal.
Activate arrives five years after his PE With Joe series, which received over 100 million views online.
Sarah Boorman, general manager of 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.”
Alison Lomax, managing director for YouTube UK & Ireland, added: "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.”
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.”
“Activate is the natural next step in everything I’ve worked towards over the past decade,” said Wicks. “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!"
Health and Social Care Secretary Wes Streeting also said: “Childhood obesity robs our young people of their future, and inactivity is one of the biggest culprits. 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.”
“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,” stated Dr Zoe Williams, NHS GP and TV doctor. “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.”
