Joe Wicks’ Activate turns movement into play for kids

UK – Fitness trainer Joe Wicks is swapping live-action workouts for animation with Activate – a lively new series of five-minute fitness bursts designed for children. Created by BAFTA-winning Studio AKA and supported by the UK government, the show features Wicks as a dynamic animated avatar, guiding kids through movement alongside a cast of playful characters called the Activators.

Visually, Activate fuses the aesthetics of gaming with a gym class. Characters burst with bold colours, kinetic transitions and expressive motion graphics that prompt kids to squat, sprint and stretch. Upbeat music from Universal Music UK energises each routine, while clear cues and visual feedback guide participants through the movements.

The format is made for flexible, on-the-go use – whether in classrooms, bedrooms or backyards. By keeping each episode short and visually stimulating, Activate matches children’s attention spans while embedding daily physical activity into their routines.

The animated series avoids condescension, opting instead for engaging visuals that treat the audience as capable, curious movers. This echoes themes in our youth macrotrend, Pliable Playscapes, which explores how Gen Z and Alpha are growing up as empowered change-makers and are no longer drawn to babyish branding.