Activate - new animated series

16 July 2025 - Press release

On Tuesday 15 July 2025, Joe Wicks MBE (The Body Coach), will release a new online animated series, Activate, designed to get children moving and to make fitness fun.  

The new series has been co-created by Joe and BAFTA award-winning Studio AKA (the creators of Hey Duggee) and is backed by the Government, as part of a new partnership to reach schools and families across the country.  The innovative Activate series features five-minute episodes which combine bright and energetic animation with upbeat music, courtesy of Universal Music UK, encouraging children to enjoy short bursts of movement that easily fit into their day.

Over half of children are not meeting physical activity guidelines, and a forthcoming report from the Chief Medical Officer will show that more than 1 in 5 children are living with obesity by the time they leave primary school, rising to almost 1 in 3 in areas with higher levels of poverty and deprivation. Five years after Wicks united the nation with PE With Joe, which received over 100 million views online, Joe is now on a renewed mission to get children moving – a journey he started over seven years ago. 

With Wicks appearing as an animated character (a first for the family fitness coach), the series of short five-minute episodes offers a burst of movement, fun, and energy to get kids' hearts pumping and minds engaged. These include easy-to-follow exercises like jogging, squats, and burpees, wrapped up in a playful, gamified format that can keep kids active over the summer holidays, whether at home or on the go. The episodes incorporate upbeat tunes from some the nation’s favourite artists including Becky Hill and Bastille, provided by Universal Music UK, the exclusive music partner. Each track has been chosen for its appeal to parents and children alike.