As one of the people who helped shaped the influencer marketing industry into what it is today, Joe Sugg really kickstarted the phenomenon that is, social media influencers. 

Since joining YouTube a decade ago, Joe has gone on to be one of the most famous faces across both social media and traditional media, too. 

So, let’s take a look back and start from the very beginning. Here’s the story of Joe Sugg... 

Who is Joe Sugg? 

Joe Sugg is a popular YouTube personality, vlogger, Instagrammer, Internet personality, author and performer – and the list goes on. 

Also the brother of Zoe Sugg, Joe and his family are no strangers to living life in the limelight. 

And really, we have Joe, his sister and the OG social media influencers to thank for helping to shape this wonderful industry we find ourselves working and living in.

Life before YouTube 

Prior to his time on YouTube, Joe lived in Wiltshire and worked as a roof thatcher – which is where his YouTube channel got the name, ThatcherJoe. And what a cute little nod to his life before fame, too.

After his sister Zoe began blogging, and eventually vlogging, Joe soon decided to give it a go himself in 2011.

2011 - 2014

Image source: Instagram

It didn’t take long for Joe to rise to fame with his YouTube channel which became well-known for its pranks, challenges and impressions. 

Within just two years, Joe had reached over one million subscribers – a huge milestone! It was at this time that Joe decided to branch out even further into YouTube and created a channel dedicated to vlogging, ThatcherJoeVlogs, allowing him to share detailed videos of his days with his loyal fans. 

After noticing a gap in the market for gaming, Joe also created ThatcherJoeGames where he shared gameplays, reviews and challenges. 

These years on YouTube were somewhat known as the glory days. When the term influencer wasn’t really a thing, and people were just referred to as YouTubers – and it was a job, but not necessarily a career as it was such a fresh, new concept of work. 

Throughout this time, Joe, along with his sister Zoe and their friends, Alfie DeyesMarcus ButlerJim Chapman and Niomi Smart (to name but a few), spent their time travelling the world together, creating content, attending events and conferences, adapting to this crazy whirlwind lifestyle they’d all found themselves living in. 

And thanks to this group of creators and their influencer friends across the pond in America including Joey Graceffa and Tyler Oakley, the influencer marketing industry was born.

Joe signed to a management company, along with many of the others, and from then on, the industry continued to grow and flourish, turning the term influencer into a desired career choice. 

Having always been interested in music, Joe and a number of other male YouTuber’s formed the YouTube Boyband, and raised money for Comic Relief. He also featured on the 2014 single of Do They Know It’s Christmas as part of the Band Aid 30 charity supergroup.

2015 – 2017 

Image source: Instagram

This is where Joe began to take on work outside of his career as an influencer and ventured into other avenues.

In 2015, along with housemate Caspar Lee, Joe made his very first cameo voiceover for The Spongebob Movie: Sponge Out of Water. In the same year, Joe made his debut as an author as he released Username: Evie, a graphic novel. This went on to be a huge success and became the first part of a trilogy! 

Just a year later, Joe and Caspar starred their own direct-to-DVD film, Joe and Caspar Hit the Road, which was shortly followed by Joe and Caspar Hit the Road USA. 

Also in 2016, Joe collaborated with his sister to launch a range of merchandise, called Sugg Life in collaboration with The Creator Store. A year later, Sugg Life teamed up with Pointless Blog, the brand of Alfie Deyes to create ‘Sugg Life x PB’ merchandise, which led to the opening of a pop-up shop in Covent Garden.

In 2017, Joe starred in an episode of Release the Hounds, with Alfie Deyes and Marcus Butler and has become a regular on our TV screens ever since. 


Image source: Instagram

2018 was a monumental year for Joe as not only did he appear in BBC’S Strictly Come Dancing, but he was the first social media star to be on the show. What an achievement!

Joe and his dance partner Dianne Buswell finished the competition in second place, and whilst he may not have won the glitterball, he won the heart of Dianne, as the two announced their relationship just after the show’s final. 

Continuing to prove his success on mainstream media, Joe co-presented New Year Live on BBC with Stacey Dooley.


Image source: Instagram

Since appearing on Strictly Come Dancing, Joe’s career catapulted, leading him to multiple opportunities and allowing him to further his reach. 

Continuing to be a part of the Strictly family, Joe became the co-host of Strictly Come Dancing: The Official Podcast with Kim Winston, sharing the latest backstage gossip and getting to know the professional dancers and their celebrity partners. 

Whilst still regularly uploading content to social media, Joe continued to work on both films and TV shows as he voiced characters in the UK version of Wonder Park as well as A Shaun the Sheep Movie: Farmageddon and guest starred in Cartoon Network’s The Amazing World of Gumball. 

Proving to be a man of many talents, Joe’s repertoire doesn’t stop there as he is also a West End star! In 2019, Joe was cast as Ogie Anhorn in Waitress the musical.


Image source: Instagram

Joe continued to be a popular presence on our TV screens as he appeared on a number of well-known shows, including Would I Lie to You as well as I’ll Get This. 

You may have seen that famous meme floating around of Joe fainting? We thought so. Well, Joe took part on The Great Stand Up to Cancer Bake Off and took home the title of Star Baker, as well as the King of Memes!

Having also been a fan of music, Joe also released his debut single, Say It Now, which was a huge hit across the UK and has almost reached one million streams!


Image source: Instagram

Due to the coronavirus pandemic, Joe and Dianne had to cancel their tour, The Joe and Dianne Show, which was expected to be filled to the brim with music, comedy and of course, dance!

Whilst the tour may not be going ahead just yet as planned, we expect that it will be even bigger and better when the loved-up duo finally hit the road and entertain the nation. 


If you’d like to work with Joe Sugg or any other lifestyle influencers, then contact our team of influencer marketing experts today by emailing or give us a call on 0203 9580 427.