Joe Wicks turned down NHS campaign role as it was Boris Johnson 'PR thing'

29 October 2023 , 10:33

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Joe Wicks said he turned down an offer to front an NHS campaign because he wasn't convinced by Boris Johnson (Image: Maja Smiejkowska/REX/Shutterstock)

Body coach Joe Wicks said he turned down an offer by Boris Johnson to front a public health campaign - because he thought it was just a "PR thing".

The 37-year-old YouTube star said being the face of the NHS campaign "didn't feel right" because it didn't feel sincere from the ex-PM. He said he went to No10 and met Mr Johnson early last year, and was told he was wanted to be the face of the health drive.

But Mr Wicks said he was unconvinced, and so turned down Downing Street's advances.: "It felt like a PR thing," he said. "You know - just shake hands and have a photo with him. It didn't feel genuine."

Mr Wicks said he met the then-PM at No10 last year (Getty Images)

Speaking to Unfiltered, he 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."

Mr Johnson, who was forced out of office by a string of scandals in July last year, urged Brits to try and lose weight during the Covid pandemic. In a video posted in 2020 the then-PM said he had shed a stone after being admitted to hospital with the virus. "If you get your weight down a bit and protect your health, you'll also be protecting the NHS," Mr Johnson said.

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Mr Wicks also claimed he had turned down up to £10 million from a supermarket chain to promote ready meals because he "wouldn't want my nan eating them". Mr Wicks was heavily praised during lockdown when he shared a series of videos helping families stay fit despite the restrictions in place.

He was awarded an MBE last year. During the interview he also voiced his alarm about obesity drugs, saying: "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.

"Ultimately, I think it's a decision for businesses to get more revenue. You have to address those lifestyle issues and the mental barriers to nutrition and exercise. I would much rather get people moving and exercising and cooking a meal."

Dave Burke