Joe Wicks, a fitness expert and YouTube star, reveals that he declined Boris Johnson's offer to front a public health campaign due to lack of sincerity. Wicks believes the campaign was just a PR stunt and did not feel genuine. He prefers to focus on his fitness content and recipes that have a meaningful impact. Additionally, Wicks criticizes the growing popularity of anti-obesity drugs, stating that they do not address the underlying psychological issues.
Fitness expert and YouTube star Joe Wicks has said he turned down then-prime minister Boris Johnson’s offer to front a public health campaign because he did not think it was sincere.
Wicks, who was awarded an MBE in 2022 and is known as The Body Coach, said he met Mr Johnson in early 2022 but thought the campaign lacked substance and was just a “PR thing”.Credit: Rui Vieira/PA“I just didn’t feel passionate about it. It felt like a PR thing. You know – just shake hands and have a photo with him. It didn’t feel genuine.
“It didn’t feel like it would have much impact. I want to do things in my time and energy that mean something.” Speaking to Unfiltered, a new health and performance website, Wicks added: “It didn’t feel authentic. I just want to stick to what I’m good at, which is fitness content, and recipes that get people cooking.”
Wicks – who said he turned down up to £10 million from a supermarket chain to promote ready meals because he “wouldn’t want my nan eating them” – also criticised the growing popularity of anti-obesity drugs.“I can’t comment on the drugs, but I don’t think it helps the psychological issues of binge eating or over-eating because of poor mental health. It isn’t a cure.
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