How Joe Wicks started a movement
March, 2020. Fitness instructor, Joe Wicks, was putting the finishing touches to his UK schools tour.
Coronavirus hit. The schools closed. Joe’s tour was cancelled.
It looked like a disaster. But Joe had an idea.
With everyone in lockdown he could be “the nation's P.E. teacher”. 30 minute workouts. Every morning. Live on YouTube.
P.E. with Joe was born. And it took the nation by storm:
Let's break down how Joe did it:
1) Niche down
Every movement needs a focal point. Joe's was kids.
This gave his workouts a purpose — “to keep kids active during lockdown”. And seperated him from the hundreds of other YouTubers doing live workouts.
2) A clear message
Video is long. Text is boring. Image is the best medium to communicate a message. And Joe's was great.
Look at it for two seconds and you know exactly what’s going on.
3) Spread the message
Next, Joe took to social media to rally his followers.
Two things stand out:
• Joe puts parents at the center of his message. It's not about him.
4) Create a bond
So, Joe did everything right. And 6 million tuned in for his first workout. The challenge was to keep them entertained.
So far, Joe's set P.E. homework, done fancy dress, and had kids write workout poems. Each new challenge is another social media spike, more press, and a chance to interact with his audience.
Two weeks on and a million kids are still engaged.
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That's how Joe Wicks went from fitness instructor to “the nation's P.E. teacher”. Messaging is key.
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