Joe Wicks defends sugar stance with shirtless selfie after backlash over comments about children's access to sweets

Joe Wicks on Wednesday posted a shirtless selfie on his Instagram Story to push back against criticism that he is "demonising" sugar, saying he is "in the best shape of my life" after changing his eating habits.

In the post, the 39-year-old fitness coach described being more consistent with his food this year, saying he has been eating "way less sugar," stopped snacking between meals, given up fizzy drinks and batch-cooking more. "I'm really starting to see healthy food as a reward after a stressful day and not chocolate and sweets," he wrote, adding that his improved shape is the result of sustained dietary choices rather than more intense training.

The post followed a longer message Wicks shared last week about a trip to a soft-play centre with two of his children in which he criticised the prominence of sugary snacks and vending machines aimed at children. Wicks, known to many as The Body Coach, said the first thing he saw walking into the leisure centre was vending machines "full of sugar," and listed items that were on display at child eye level, including chocolate bars, crisps, muffins, sugary drinks and slushies.

Wicks said he had prepared a healthy lunch and brought fruit for his children but that his three-year-old daughter asked, "Daddy why do all the other kids get to eat sugar?" He wrote that the exchange left him feeling like "I'm a s**t dad," and argued that ubiquitous ultra-processed foods and "snack culture" make it difficult for parents trying to limit sugar intake.

He acknowledged that his children do have treats but said such snacks should not be "an all day everyday thing." Wicks asked his followers for their views, writing, "What's the answer? I don't bloody know. I wish I did. I just know it's something I'm trying my best to figure out every day as a parent. What's your opinion and thoughts on this?"

The comments prompted debate online. Some followers said strict rules around sugar could backfire, suggesting that forbidding treats could increase future cravings or rebellious behaviour. Others defended Wicks's attempts to reduce processed-sugar consumption and to highlight how prevalent added sugar has become in packaged foods.

Wicks has previously spoken about sugar detoxes and the risks of "sugar dependence." He also recently admitted to a lapse in his self-declared sugar-free lifestyle, posting that he had eaten a packet of Jaffa Cakes while filming a celebrity special of the BBC show Gladiators and subsequently consumed other sugary items in the days that followed. That admission drew criticism from some personal trainers, nutritionists and dietitians, who warned that messaging around severe sugar restriction — including eliminating natural sugars found in fruit — could be interpreted as endorsing disordered eating behaviors, given his large social reach.

Wicks, who rose to prominence as a wellness influencer and has about 4.8 million followers on Instagram, has four children with his wife Rosie: Indie, 7; Marley, 6; Leni, 3; and Dusty, 15 months. His public discussion of parenting, food choices and the availability of ultra-processed foods reflects ongoing public-health debates about childhood nutrition, marketing of sugary products and how parents and public spaces should balance convenience, choice and the promotion of healthier options.

Critics and supporters alike have continued the conversation online about how best to address widespread access to added sugars and whether prominent fitness figures should modify their public messaging to avoid creating unrealistic or potentially harmful dietary standards. Wicks's post on Wednesday reiterated his personal approach to eating rather than offering prescriptive advice for all parents, and he framed his remarks as part of an ongoing effort to navigate feeding young children in environments where sugar is easily available.