He has millions of social media followers, a TV show in the pipeline and a cookbook that’s currently topping one of Jamie Oliver’s in the UK charts — and there’s a good chance you’ve never heard of him.
The man in question is Joe Wicks, also known as The Body Coach. Over the past 12 months the British personal trainer been steadily dominating the health and fitness space, thanks to his wildly popular 90-day Shift, Shape and Sustain (SSS) Plan.
In his own words, Wicks is “a man on a mission” who’s determined to “rescue people from the awful dieting industry.” Sounds like a worthy mission, if you ask us.
“I am sick and tired of people struggling on low calorie diets and meal replacement shakes,” he writes on his website. “I created this plan to educate people and give them the knowledge they need to get a lean, healthy strong body without going hungry.”
Watch: Former Bachelor Sam Wood demonstrates an easy at-home workout. (Post continues after video.)
If that’s not appealing enough, the recipes in the 30-year-old’s Lean in 15 cookbook take just — you guessed it — 15 minutes, and don’t require you to eliminate carbohydrates at certain times of the day or after training.
“Everyone fears carbs like they’re the devil. I hear things like, ‘Oh, you shouldn’t eat carbs and especially after 6pm’ and that’s just a ridiculous rumour,” Wicks recently told UK radio station Heart. Phew.
He’s also not a fan of the ubiquitous juice cleanses and detoxes that have become popular in recent years, explaining, “Your body is an engine – it needs energy, so why just give it juice, dust and water when it needs protein, it needs fat.”