15th July 2025
Children across the country are being inspired to move more this summer following the launch of a new series from fitness coach Joe Wicks.
The innovative animated Activate series, which is backed by the Government, features five-minute episodes which combine animation with upbeat music, courtesy of Universal Music UK, encouraging children to enjoy short bursts of movement that easily fit into their day.
The series has been co-created by Joe and BAFTA award-winning Studio AKA (creators of Hey Duggee), and is backed by the government’s 10 Year Health Plan, which aims to shift the NHS from treating illness to preventing it.
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.
“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.”
The first episode is now available on The Body Coach TV by Joe Wicks YouTube channel, with further episodes set to be released weekly over the summer holidays.
Joe Wicks said: “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!
“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.”
Watch the first episode in the YouTube video above, or follow Joe’s YouTube Channel.