Dragons' Den Fans Divided Over Joe Wicks' Celebrity Guest Appearance
Viewers of the popular BBC series Dragons' Den expressed mixed reactions following the appearance of fitness guru Joe Wicks as a guest dragon during the show's return for its 22nd series. Airing on January 9, 2025, Wicks, known as The Body Coach, attracted attention not only for his celebrity status but for his heartfelt investment decision during his time on the show.
Pitched by entrepreneur Joseph Keegan, Wicks joined the standard panel consisting of Peter Jones, Deborah Meaden, Sara Davies, Steven Bartlett, and Touker Suleyman. Keegan, who presented the BodyXCore agility kit—a portable "gym-in-a-bag"—shared his emotional story, which contributed significantly to the episode's tone.
During his pitch, Keegan revealed he had lost both his parents and had experienced severe personal hardships, including suicidal thoughts, before developing the product. "My mum handed me this product in my dream when I was down. I was really down. I was going through a tough time... I found myself through my training, but I didn’t really want to be here anymore," he explained. The personal connection and his vulnerability struck a chord with the audience, including Wicks.
Despite the emotional weight of the pitch, many viewers were dissatisfied with the inclusion of celebrity judges like Wicks. Comments on social media reflected frustration and disbelief, questioning the necessity of guests like Wicks. One viewer tweeted, "Oh good #dragonsden going down the pointless celeb route. Why????" Others echoed sentiments of nostalgia for previous seasons, desiring the classic format devoid of additional celebrity participation. "We miss the old Dragons' Den... Bring back the good old days of widgets," another viewer lamented.
Social media reactions also captured disappointment at perceived changes to the show's dynamics, with some noting how it seemed Wicks’ presence, rather than enhancing the episode, detracted from the authentic experiences and decisions of the regular dragons. "Can we have the old Dragons Den back please?" became a rallying cry among some fans.
Despite these critiques, Wicks' involvement did resonate positively with other viewers, who appreciated his approach to potential investments. After hearing Joseph’s heartfelt story, Wicks remarked, "You’re doing brilliant, mate. It’s emotional. Have a breather because I love it," indicating his empathy toward the entrepreneur's plight. This empathetic response mirrored Wicks’ own principles, having made his name helping others improve their lifestyles during the pandemic.
Wicks offered to invest the full £70,000 requested by Keegan for 25% of his business, citing their shared values and experiences. Jones and Suleyman proposed their own investment offers, which led to deliberations about the best partnership for Keegan. After considering the options, Keegan ended up accepting investments from Wicks, Jones, and Suleyman—a decision showcasing the collaborative spirit of the den, albeit with some evident hesitation from both the entrepreneur and the dragons.
This is not the first time Dragons' Den has seen celebrity guests, but Wicks' entry sparked particularly passionate dialogue online, reflecting broader concerns about the direction of the show. Fans expressed fears about losing the raw and gritty appeal of the series, worrying celebrity interference may compromise the show’s authenticity.
Whether or not Wicks successfully captivates viewers and invests wisely remains to be seen. Still, his debut on the show has undoubtedly reignited discussions about fame and investment dynamics within Dragons' Den. It's clear some viewers feel protective over the format, wishing to reserve their loyalty for the established dragons whose reactions they trust. The emotional pitches and resultant partnerships seem pivotal not only to market success but also to the overall viewer experience.
The next episode of Dragons' Den is set to air on January 16, and it remains to be seen how the mix of celebrity and traditional dragons will play out, and whether audiences will continue to warm to—or resist—the changes and emotional stories pervading the series.