![]() Put it in a video, and they can follow along.” He’s also been tweaking his views on sleep and stress. It’s one of those things – if you tell people ‘OK, now stretch and cool down’ they won’t do it, because they don’t always know what you mean. I’ve started putting a stretch and a cool-down in my videos. Now I do a bit more mobility stuff, a bit of yoga when I can. Has the Wicks approach changed in the last 12 months? But every trainer worth their salt adapts their approach over time, as their knowledge expands. ![]() This is probably true: warming up for our photoshoot, he does a genuinely staggering amount of pull-ups, only pausing to switch from wide-grip to narrow, and back again. He promises that he practises what he preaches, and swears that his tabloid-selling torso comes from a hotel-room regime of close-grip press-ups and other bodyweight moves. Alcohol’s one of the things I have to keep under control”). Do some high-intensity training a few times a week (he’s an evangelist for morning training, crediting the resulting endorphin hit with getting him through those ultra-long days), prep and cook your food whenever you can, and stay off the booze (“It’s probably one of the reasons I stay so lean – I don’t drink that often. It’s easy enough to go “full Wicks” – cook the recipes in the book, follow his workouts on YouTube – but he’s also endorsing a set of lifestyle changes that couldn’t be more straightforward. This simplicity, of course, is part of the Wicks appeal. It’s not the same thing at all.” Simple Minds Whatever you think about me, that’s unfair – I’m encouraging people to eat unprocessed food, drink water, learn to cook for themselves. Some of it’s just not true: one guy was comparing one of my Lean In 15 recipes to a KFC meal, saying they were just as bad as each other. “Sometimes my brother (Nikki, a former magazine editor who helps run Wicks’s PR effort) shows me stuff, or I catch something on social media. “I don’t even really acknowledge it,” says Wicks. ![]() Most of the criticism, it has to be said, felt a bit like griping from people jealous of the Wicks juggernaut. JOE WICKS 90 DAY PLAN HOW TOWe saw more “serious” personal trainers complaining on social media that the show oversimplified matters, pushing a one-size-fits-all solution above education on how to make better food choices or structure a workout.īut let’s be honest, education is not what sells TV shows – and it seems a bit unfair to ask Wicks to pack into half an hour what the government’s been trying to do with years of (mostly ineffective) health campaigning. That’s a question, I tell him, that we’ve discussed among the team. But I had to try and get across the basics to people who’ve never heard of it before. “Some of it probably came across a bit boring to people who’ve followed the rest of my stuff. He concedes that there wasn’t much in it for people who were already fans. I was worried that I was going to come across as shouty and annoying, but there was quite a good balance I thought: a bit of bosh and wallop in there, but they like a bit of that on TV, don’t they?” “But I watched it, I laughed a few times, I thought the information that was in it was good. “It was a very small crew, it was just one cameraman, one lighting guy, a really polished team… but I had no idea how it was going to come out of the edit,” he admits. So how did Wicks feel about the final product? It was an interesting experiment for more than one reason – the Wicks persona, so perfect for 15-second soundbites on Instagram, could have been irritating stretched to a longer format, and one reviewer noted that his enthusiasm “could make Jamie Oliver seem positively indifferent”. ![]() (Image credit: Glen Burrows) Talking HeadsĢ016 also brought Wicks’s Channel 4 show, a 40-minute compression of the Wicks workout philosophy into a handful of success stories via members of the public. Though the real-life Wicks dials the intensity a notch or two down from his super-exuberant Snapchat persona, he walks through the door ready to go – there are handshakes all round, a bit of banter with the crew members he’s met before, and then it’s shirt off, pump up, and camera ready. But Wicks doesn’t seem to mind.Ĭase in point: this photoshoot. But it’s also how he operates from day to day: high energy, always on, ever ready to meet and greet, create content or build the brand. ![]() It’s still how he trains himself, fitting in bursts of burpees and mountain climbers on beaches and in hotel rooms as his schedule takes him jet-setting around the world expanding his empire one emoji at a time. Obviously, that’s how he’s made his name – those all-out 15-minute HIIT sessions that regularly rack up millions of views on YouTube and form the backbone of his best-selling 90 Day Shift, Shape and Sustain plan. If there’s one thing Joe Wicks knows about, it’s working at high intensity. ![]()
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