[3] Starting off by posting 15-second recipe videos on social media, Wicks grew his brand to become one of the most followed fitness accounts on Instagram and YouTube.

[14] Wicks began to gain traction for his fitness and nutrition related content on social media.

[17][18] Wicks has been recognised by several major publications, such as Harper's Bazaar, Elle UK and Forbes for his online fitness efforts.

[19][20][21][22] He began posting fitness content to his YouTube channel, named 'The Body Coach TV', in 2014.

[25] During the COVID-19 pandemic in 2020, he began "PE with Joe" on YouTube to try to help children stay active; this livestream had a wide impact and was viewed by over a million users worldwide.

[28] In 2015, Wicks published a cookbook named Lean in 15: The Shift Plan which sold 77,000 copies in its opening week.

[32] Surrey-born Wicks first became aware of The Amber Foundation after his mother, a social worker, started to work with some of the residents at their site near Dorking in Surrey.

Since then, Wicks has visited the centre on a number of occasions, donating fitness equipment and giving advice on physical activity and nutrition.