U.K. Fitness Expert Lunges into Licensing

Global Merchandising Services is on board to bring The Body Coach brand into gifting, sporting goods, homewares and more.

U.K. nutrition and fitness expert Joe Wicks has appointed Global Merchandising Services to serve as the exclusive worldwide licensing and merchandising agent for The Body Coach brand.

In order to build Wicks’ licensing program, Global Merchandising Services will aim to secure partners across categories such as activewear, homewares, gifting, food/FMCG and sporting goods.

The agent is also planning to launch an exclusive range of The Body Coach fitness apparel online.

“We have been following Joe’s journey since the beginning and have seen the incredible work that he and his team have delivered to all aspects of his business, while building and maintaining an enormously loyal following,” says Jens Drinkwater, licensing manager, Global Merchandising Services. “We are very excited to work with The Body Coach and enhance Joe’s profile as a key figure in the food and fitness revolution, by creating exceptional product offerings for consumers and retailers alike.”

Wicks, The Body Coach, is the author of the series Lean in 15, which has sold more than 2 million copies in just over a year. Last year, he was named the second most influential in the Food Industry by Telegraph Hill.