Customer Stories / Healthcare

The Body Coach

The Body Coach Supports 1 Million Mobile App Downloads Using AWS

Joe Wicks, founder of UK-based fitness and healthy-eating brand The Body Coach, gained popularity for keeping kids active during the COVID-19 pandemic with his YouTube videos “PE with Joe”. With a goal to reach more people around the world, The Body Coach launched a new app using AWS that tracks customer behavior and offers tailored recipes, home workouts, planning tools, and advice to fitness fans. Since its launch, more than a million customers have downloaded the app.

3 months

speed to market on iOS

Improved reliability

of access to workouts and recipe videos


countries launched for the mobile app

1 million

downloads for its iOS app

The Body Coach Supports 1 Million Mobile App Downloads Using AWS

Joe Wicks is a British fitness coach whose workout and recipe videos have been viewed by millions of people on social media. Known as ‘The Body Coach’, his popularity grew during the COVID-19 pandemic as he helped kids at home stay active with his “PE with Joe” videos.

Despite his success online and off—he’s authored best-selling cookbooks that have sold nearly a million copies—the ability of his business, also named The Body Coach, to share fitness and nutrition advice to mobile users was limited. The company’s existing app only allowed customers to download workouts and recipes as PDFs.

Looking to build on his video success, Wicks wanted to launch a new, modern mobile app that would allow him to understand what his fitness fans wanted so he could provide them with tailored recipes, workouts, planning tools and advice. He also wanted to expand his audience beyond his base in the UK.

To create this new app and scale to support the company’s growth ambitions, The Body Coach turned to Amazon Web Services (AWS). The Body Coach app can now use data-driven insights to improve customer experience, adding seasonal features, for example, and has become a global brand with customers in 175 countries.

Launching the iOS App in 3 Months

Previously, The Body Coach couldn’t track user behavior, so struggled to know which features were most popular. “With our previous app, a customer would purchase a PDF and then effectively disappear. We had no insight into what that customer was doing beyond the purchase,” says Saagar Bains, head of product at The Body Coach.

The Body Coach developed the iOS version of the app in 3 months and launched it on the Apple App Store. To manage infrastructure support, it worked with AWS Partner Just After Midnight.

The launch went smoothly and The Body Coach services remained available to customers even when traffic was high. The company used AWS Infrastructure Event Management, which offers architecture and scaling guidance and operational support for planned events, to handle spikes in traffic. It also relied on AWS Lambda for serverless, event-driven compute resources. “When the product launched there was a lot of nervousness around how it was going to be received and also the volume of uptake. But we had absolutely no issues with our services going down,” says Bains.

Using the Amazon CloudFront content delivery network service ensured high-quality content was served reliably across different markets, meaning customers can always quickly access recipes and workout plans.


Using AWS has got us thinking on a truly global scale. We’re gaining customers in new countries and thinking about localized and multilingual content. That’s something we never would have thought was possible before.”

Saagar Bains
Head of Product, The Body Coach

The Body Coach Serves Up Recipes to New Customers

The Body Coach iOS app now has more than 1 million downloads. Wicks and his team credit this success to the way it’s been able to use data-driven insights about customer behavior to improve their experience.

Knowing how customers use the app allows the team to give them more of what they want, increasing their engagement and reducing churn. “The app is now subscription-based and we can track user engagement, transactions, churn, demographics, and growth of our various revenue streams,” says Bains. “Everything from design tweaks and updating the information architecture to new methods to drive uptake and adoption of features—all of our development is now informed by data,” says Bains.

The Body Coach has used data to confirm, for example, that the greatest demand is in January and during the summer. So it now offers inspirational workouts for the New Year’s resolutions crowd, and recipes with seasonal ingredients for the summer dieters.

It also developed new features that enable users to share their fitness stats and pictures with each other, and allow The Body Coach to promote live events and bootcamps.

The Body Coach collects information about app usage in a data warehouse using Amazon Simple Storage Service (Amazon S3), which provides object storage built to retrieve any amount of data from anywhere. It uses the Amazon Athena interactive query service and the serverless Amazon QuickSight business intelligence service to analyze the data and generate insights that drive product improvements.

About Company

The Body Coach is a fitness and healthy eating business founded by Joe Wicks that provides workout plans, videos, and recipes to its users. Based in the UK, the company now has a presence in 175 countries.

Becoming a Global Brand using AWS

Following the success of the iOS version, the Android app has launched in 175 countries. The global presence of AWS and building the app on serverless infrastructure has made this expansion easier.

As it adds new customers, AWS allowed it to quickly scale compute resources to meet demand and Regions and Availability Zones ensure customers around the world have reliable and quick access to content. “Using AWS has got us thinking on a truly global scale,” says Bains. “We’re gaining customers in new countries and thinking about creating localized and multilingual content. That’s something we never would have thought was possible before.”

AWS Services Used

AWS Lambda

AWS Lambda is a serverless, event-driven compute service that lets you run code for virtually any type of application or backend service without provisioning or managing servers.

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Amazon CloudFront

Amazon CloudFront is a content delivery network (CDN) service built for high performance, security, and developer convenience.

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Amazon QuickSight

Amazon QuickSight allows everyone in your organization to understand your data by asking questions in natural language, exploring through interactive dashboards, or automatically looking for patterns and outliers powered by machine learning.

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Amazon Simple Storage Service (S3)

Amazon Simple Storage Service (Amazon S3) is an object storage service offering industry-leading scalability, data availability, security, and performance.

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