Joe Wicks 'trademarks his name' as the fitness guru looks to create food and kitchen brand

British fitness guru Joe Wicks has become "the people's PE teacher" during the coronavirus lockdowns.

Hosting free workout sessions online to millions of people daily, The Body Coach's fan base has only grown.

And it seems the 33-year-old may be set to capitalise on his increased popularity with a new food and kitchen brand.

The YouTube star has filed to trademark his name and protect his identity against thousands of products, according to The Sun.

According to papers seen by the publication, lawyers have applied to protect the Joe Wicks name and Body Coach handle across multiple categories, including: sauces, mayo, desserts and puddings, juices and oils, ketchup, marinades, pasta products, snacks and cereal bars.

And Wicks could also launch a range of kitchen items, with the application covering items such as utensils, cutlery, sandwich makers, barbecues, slow cookers and kettles.

Wicks already has a number of cookbooks on the market and holds trademarks in the "clothing, footwear and headgear" category, as well as educational materials and "body training apparatus".

The Joe Wicks brand is already believed to be worth approximately $28 million (£15m).

And now, with two TV networks reportedly in a bidding war over him (to make a "stay-at-home" fitness show), along with a possible new food and kitchen range, his net worth is set to skyrocket.

Not bad for a guy who eight years ago borrowed $3700 (£2K) from his parents to set up his park bootcamp business.