Instagram star Joe Wicks, or "The Body Coach" as he is known to his followers, has built a fitness empire on showing people how to get "Lean in 15."
The concept is based on 15-minute recipes, which he shares through quick and snappy Instagram videos, which are tasty, easy to put together, yet part of a diet plan that he credits for his own fit lifestyle.
His diet is quite flexible, as his own personal regime and the 90-day fitness and nutrition plans he sells — from which he makes the majority of the money for his business — are also heavily focused on exercise.
His series of books feature recipes such as chicken carbonara, pies, curries, and scotch eggs, and Wicks is often seen treating himself on Instagram and Snapchat to treats and the odd gin and tonic. But despite his belief in balance, there are some foods that he would never touch.
"Frozen ready meals," he told Business Insider, when we asked him for the one food that's so unhealthy, he would never eat it.
He added that he also avoids fast food chains. "Any deep fried stuff. It's the oils they use that aren't food for you, rather than [whatever is in them, like] the chicken. They're cheap, so they use all sorts of crap."
Instead, if Wicks has a craving, he'll try to create a healthier version at home. "I like to make healthy versions of popcorn chicken, healthy burgers, and healthy homemade pizzas, so I never feel deprived," he said.
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