Case Study: The Body Coach achieves a secure, scalable direct-to-consumer video fitness app with Brightcove

How The Body Coach Took Control Of Its Growing Brand

The Body Coach, founded by Joe Wicks, grew from a YouTube phenomenon into a global fitness brand but by 2020 had outgrown the control and monetization limits of free platforms. The challenge was to build a branded mobile app that delivered high-quality on-demand and live workouts, supported personalization and accessibility, and protected the service from piracy while scaling across geographies.

The brand partnered with Brightcove and digital studio ustwo to power live and VOD experiences using Brightcove Live, Video Cloud and Marketplace tools, plus HLS encryption, token authentication and playback authorization for security, and integrated captioning for accessibility. The app launched to commercial success and critical acclaim—more than 24,000 iOS reviews averaging 4.8/5—while allowing The Body Coach to scale smoothly and protect its content and brand.

The Body Coach

Saagar Bains

Head of Product