- From forest bathing to fibremaxxing, Joe Wicks teams up with Bupa to test health trends – and separate genuine science from everyday hype
- World-leading experts help Joe navigate facts from fads across five health fundamentals: movement, nature, nutrition, sleep and mental health
Watch episodes 1 and 2 of Health or Hype from Joe Wicks and Bupa.
Joe Wicks is putting his own body and mind to the test in Health or Hype, a new experiment-led video podcast from Bupa, launching Tuesday 22nd September.
With endless noise online and wellness trends everywhere, it’s never been harder to understand what can actually help when it comes to our most important commodity: our health. Health or Hype with Joe Wicks and Bupa looks at some of the most frequently searched health topics online – including movement, nature, nutrition, sleep and mental health – to help separate health facts from fads.
Joe goes from the nation’s PE teacher to health trend test pilot, taking on a series of intense, real-world experiments overseen by leading health experts. What happens when Joe spends 24 hours alone in one of the UK’s forgotten rainforests? When he almost halves his sleep? Or when he’s sealed inside a Joe-sized box to tackle one of his biggest anxieties head-on?
The series combines Joe's curiosity and passion for making healthy living simple and achievable with Bupa's almost 80 years of health expertise. It also brings together some of the world’s most trusted neuroscientists, nutritionists, movement coaches, sleep scientists and psychotherapists. Equipping audiences with evidence-backed advice that cuts through internet noise, Health or Hype will deliver simple principles to help audiences take day-to-day control of their health – it’s a one-stop-shop to healthier living.
“There’s so much health advice out there, even I get bogged down in it all. So I’ve teamed up with Bupa to find out what can actually help make a difference – even when that means I’m the experiment! As the experts analyse what happens, I hope everyone will come away with health advice that’s actually worth holding on to.” – Joe Wicks, host of Health or Hype.
Dr Melvin Samsom, Group Chief Medical and Sustainability Officer at Bupa, said: “Every day, people are surrounded by a constant stream of health advice and information. But when it comes to our mind and body, knowing what is genuinely helpful can be challenging.
That’s why Bupa has partnered with world-class experts and Joe Wicks to explore some of the health questions people are searching for most online. By combining evidence-based expert insight with real-world experiences, the podcast uncovers daily actions that can help us live longer, healthier, happier lives."
Episode synopses
Episode 1: Movement
What happens when Joe Wicks drastically reduces his movement? With GB Paralympian Richard Whitehead, and movement coach Darryl Edwards
What happens to your metabolism and mood when you drop down to 2,000 steps a day? Joe takes a clinical PNOE breath test to reveal the immediate costs of a sedentary lifestyle – and explores how ‘movement snacks’ and playfulness can improve our mood, energy, and long-term wellbeing.
Episode 2: Nature
What happens when Joe Wicks spends 24 hours alone in the woods? With Neuroscientist Katherine Templar Lewis, and wildlife activist Nadeem Perera
Stripped of tech and left alone in a temperate rainforest, Joe puts the power of nature to the ultimate test – and then investigates how we can feel the same health benefits without leaving the city. Cutting-edge scientific testing reveals what nature does to Joe's brain, and Joe learns how birdsong can help reduce stress and anxiety.
Episode 3: Nutrition
What happens when Joe Wicks goes on a fibre fast? With Dr Megan Rossi, The Gut Health Doctor
Which diet change plummeted Joe's happiness score from 7 to 3 in just three days? And why does Dr Rossi advise against the ‘fibremaxxing’ trend? From unpacking the "Super Six" plant-based food groups to finding budget-friendly gut hacks, discover the simple, everyday science behind building a healthier microbiome.
Episode 4: Sleep
What happens when Joe Wicks drastically reduces his sleep? With sleep scientist Dr. Sophie Bostock
What happens to your body and brain when you’re only getting five hours of sleep a night? From sudden junk food cravings to soaring screen time, Joe experiences the reality faced by parents, shift workers and insomniacs. Sleep scientist Dr Sophie Bostock reveals the science behind better sleep, why consistency beats perfection, and the daily habits that can help you recharge when you’re short on time. And what happens to our mind and body when we don’t sleep enough?
Episode 5: Anxiety
Can you befriend anxiety? Joe Wicks faces his worst fear, with psychotherapist Owen O'Kane, breathwork expert Liza Al Sady, and Rugby Union player Ruby Tui
Psychotherapist Owen O’Kane reveals why trying to eliminate anxiety can often backfire – and how embracing it can be much more helpful. Joe also explores different ways to feel calm and confident with help from international rugby legend Ruby Tui and breathwork expert Liza Al Sady… but when he gets locked in a Joe-sized box to put the lessons he's learned to work, how does he cope?
Episodes 1 and 2 of Health or Hype with Joe Wicks will be available on major podcast platforms and YouTube on 22 September. Episodes 3 and 4 are available from the 29 September, and episode 5 on 9 October.
Notes to editors
About Joe Wicks (MBE)
Known to millions as The Body Coach, Joe Wicks MBE is one of the UK's most trusted and inspiring voices in health, fitness and wellbeing. What began as simple home workout videos and "Lean in 15" recipes has grown into a global movement helping millions of people transform their lives through food, fitness and mindset.
He's sold over 5 million cookbooks, created the award-winning Body Coach App, and inspired a generation to move more - from families working out together with 'PE With Joe' during lockdown to children getting active through his new animated kids' series Activate.
Joe's passion is to make fitness accessible for everyone - regardless of age, income or ability - and to continue finding new, inspiring ways to help more people feel fitter, healthier and happier.
Alongside his fitness app business, digital content and publishing success, Joe has expanded into live events, television and philanthropy through his Body Coach Foundation.
As a best-selling author, presenter and founder of the Body Coach App, Joe has inspired millions around the world to get fitter, healthier and happier.
About Bupa
Established in 1947, Bupa's purpose is helping people live longer, healthier, happier lives and making a better world. We are an international healthcare company serving 68 million customers worldwide. With no shareholders, we reinvest profits into providing more and better healthcare for the benefit of current and future customers. Bupa has businesses around the world, principally in Australia, the UK, Spain, Poland, Chile, Hong Kong SAR, India, Türkiye, Brazil, Mexico and New Zealand. We also have associate businesses in Saudi Arabia.
About Story Studio
Established in 2026, Story Studio is a fully integrated creative studio working across strategy, advertising, social, film and production. For Health or Hype, Story Studio worked with Bupa to develop the original video podcast concept, before bringing the series to life. From development and pre-production through to filming, post-production and final delivery, the team worked closely with Bupa to create an experiment-led series designed to make health engaging, accessible and relevant.
