Joe Wicks, the fitness expert and renowned *Body Coach*, has found himself at the center of a social media storm 

after making a controversial comment during his appearance on *Dragons’ Den*.

The popular BBC business show, where entrepreneurs pitch their ideas to a panel of wealthy investors,
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saw Wicks dismiss a hopeful’s business proposal with a remark that many viewers deemed “vain” and out of place.

The comment in question, which was made after the pitch,

involved Wicks telling the entrepreneur to simply “eat good food” instead of providing the constructive feedback viewers had expected.

The response quickly triggered backlash, leaving fans questioning what Wicks, known for his fitness brand, was really doing on the show.

During the episode, the hopeful presented an innovative business idea, hoping to secure investment and guidance from the Dragons.

However, instead of offering the usual strategic insight or a considered critique, Wicks’ response seemed to dismiss the pitch entirely. “Just eat good food,” he said, before adding that the concept was “too niche.”

His seemingly flippant remark left viewers stunned and perplexed, especially considering the context of *Dragons’ Den*, a platform where serious business proposals are expected to be met with thoughtful analysis.

The moment quickly sparked a flurry of comments on social media, with many fans of the show questioning Wicks’ place on the panel.

Some were upset that Wicks, who has built a multimillion-pound empire with his fitness brand and healthy eating recipes, seemed to trivialize the entrepreneur’s pitch.

“What is Joe Wicks even doing on *Dragons’ Den*? That was incredibly dismissive,” one viewer tweeted.

Another fan added, “Joe Wicks may be a fitness guru, but he’s clearly not cut out for the business world if he can’t offer anything other than ‘eat good food’ to someone’s pitch.”

The frustration among viewers was palpable, with many pointing out that Wicks’ comment lacked the constructive feedback that other Dragons are known for providing.

Business mentors such as Deborah Meaden and Peter Jones are renowned for their sharp business acumen and direct but fair critiques.

In contrast, Wicks’ response seemed to serve more as a superficial remark, rather than a genuine effort to engage with the entrepreneur’s idea.

Some viewers also expressed concerns that Wicks’ comment was not only dismissive but also reflected a sense of vanity.

Given his high-profile status as a fitness influencer, many felt that his position on the show was being used to reinforce his personal brand rather than contribute meaningful expertise.

“Joe Wicks just thinks he’s a brand ambassador for healthy living,” one viewer commented. “He needs to remember this is *Dragons’ Den*, not a fitness infomercial.”

Others questioned whether Wicks truly understood the complexities of business beyond his fitness empire.

While he has certainly enjoyed success with his books, fitness programs, and social media presence, it’s unclear whether his expertise translates well to the broader world of investment and entrepreneurship.

As some pointed out, his response to the pitch appeared to reflect a limited view of what constitutes a viable business, especially when it comes to niche markets that could potentially have significant long-term value.

Despite the criticism, some viewers did defend Wicks, acknowledging that his role on *Dragons’ Den* was a new experience for him. “He’s not a typical Dragon,” one person wrote.

“Maybe he doesn’t know how to engage with every business pitch, but his focus on health and fitness could bring a different perspective to the table.”

However, for many fans, this attempt at offering a fresh perspective did not come across well, and Wicks’ apparent lack of depth in his feedback left a sour taste.

For now, Joe Wicks’ tenure on *Dragons’ Den* remains under scrutiny. While his status as a fitness icon gives him a unique platform, many viewers feel that he still has a lot to prove in the world of business investment.

His comment about “eating good food” may have been intended as a lighthearted remark, but it has certainly raised questions about his role in the show.

As the series continues, viewers will be keeping a close eye on whether Wicks can demonstrate more business-savvy insights or if he will continue to struggle with the expectations of a Dragon.