7 Days in Dubai - - FRONT PAGE -

In a coun­try where a large por­tion of res­i­dents are renowned for be­ing time­poor – and a lit­tle soft around the edges – pro­grammes like The Body Coach hit the nail on the head. Joe Wicks, bet­ter known as The Body Coach on In­sta­gram who whizzes up fast and healthy recipes in a dis­tinct chirpy voice, is bring­ing his brand of healthy liv­ing to the UAE for the Sun & Sand Sports Fit­ness Fest.

The nu­tri­tion coach and per­sonal trainer has more than a mil­lion fol­low­ers across so­cial me­dia and is the au­thor of best­selling Lean in 15 cook­books – the third one will be launched this Novem­ber.

He’s a man on a mis­sion not only to help peo­ple lose weight but also to change their per­cep­tion on good nu­tri­tion – all with the help of some quick-fire meals, work­outs, and, yes, In­sta­gram.

“I was a per­sonal trainer for a few years and I kept hav­ing clients tell me they were eat­ing salad three times a day and go­ing to the gym for hours on end and not get­ting re­sults,” he tells 7DAYS. “It was frus­trat­ing that peo­ple didn’t know how to fuel their bod­ies cor­rectly. “I wanted to ed­u­cate peo­ple about the bal­ance of eat­ing right and do­ing less ex­er­cise to lose weight and build mus­cle. “When In­sta­gram in­tro­duced its 15sec­ond videos, I started cre­at­ing recipe ideas that were quick and easy and it snow­balled from there.” He then came up with the tai­lored 90 Day SSS (Shift, Shape and Sus­tain) on­line fit­ness plan that “is an ed­u­ca­tion in fat loss, nu­tri­tion and macronu­tri­ents where you eat more food than ever and spend less time in the gym”. It in­cludes recipes, on­line sup­port and train­ing videos. He’s all about HIIT ses­sions. He ex­plains: “So High In­ten­sity In­ter­val Train­ing for 15 to 25 min­utes a day, three to four times a week. My usual go to HIIT in­cludes high-knees, burpees, moun­tain climbers and squats.

“To re­fuel af­ter a work­out my favourite food, hands down, is a big juicy burger – but that is a bit of a treat!”

SSS grad­u­ates can then con­tinue the pro­gramme with the 30 Day SAS (Sup­port and Sus­tain) plan. But does it re­ally work?

He said: “I’d send them straight to my In­sta­gram [@the­body­coach] to check out the amaz­ing trans­for­ma­tion pho­tos on there. They are liv­ing proof the Lean in 15 lifestyle re­ally works.”

For a guy who built a busi­ness through his mo­bile phone are the de­mands of be­ing a so­cial me­dia superstar ex­haust­ing? Not at all, he says: “I’m al­ways on my phone speak­ing to my fam­ily or on Twit­ter re­ply­ing to peo­ple that have posted pho­tos of my recipes – it’s just part of what I do ev­ery day. It’s only de­mand­ing if you don’t love do­ing it. But I love hear­ing from my lea­nies and see­ing their progress so it’s sec­ond na­ture to me.”

Wicks is head­lin­ing Fit­ness Fest’s Health Liv­ing Show pro­gramme, where he will be do­ing a live talk, cook­ing demos, an­swer­ing ques­tions and HIIT ses­sions on Satur­day, from 12pm.

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