Joe Sugg is one of the most recognizable faces from the early YouTube era, who successfully transitioned into television, live stage performance, and entrepreneurship. Best known for his YouTube channel ThatcherJoe, his time on Strictly Come Dancing, and his successful partnership with dancer Dianne Buswell, Joe’s story shows how digital fame can open doors to many creative ventures.
In this in-depth blog, we explore Joe Sugg’s rise to fame, his personal milestones, his creative projects beyond YouTube, and his exciting new chapter as he prepares to become a father.
Early Life in Lacock – The Making of a Creative Mind
Joseph Graham Sugg was born on September 8, 1991, in the picturesque village of Lacock, Wiltshire, England.
His father, Graham Sugg, worked in property, and his mother, Tracey Sugg, was known for supporting both Joe and his sister, Zoe Sugg, as they pursued creative careers. Zoe later became globally famous as a beauty and lifestyle YouTuber known as Zoella.
Joe attended Corsham School and had an early passion for drawing, carpentry, and video games. Before his internet stardom, Joe was an apprentice roof thatcher – a traditional British craft that inspired his first YouTube channel name, ThatcherJoe.
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The Leap to YouTube Stardom – ThatcherJoe and His Rise
Joe joined YouTube in 2012, encouraged by his sister Zoe and her success on the platform. His first channel, ThatcherJoe, featured pranks, challenges, and impressions – content that was relatable, funny, and showcased his natural charisma.
Key milestones from his YouTube journey include:
- 2013–2015: ThatcherJoe exploded in popularity, surpassing 1 million subscribers by 2014.
- By 2018, he had over 8 million subscribers across his channels – ThatcherJoe, ThatcherJoeVlogs, and ThatcherJoeGames.
- His humor and authentic personality helped him stand out during YouTube’s golden age.
- Collaborations with other UK YouTubers like Caspar Lee, Marcus Butler, and Alfie Deyes cemented his status as part of the original British YouTube squad.
Although Joe has reduced his regular uploads in recent years, his channels remain a nostalgic destination for fans.
Branching Out – From Online Creator to Published Author
Joe Sugg is not just a video creator; he’s also a storyteller. He authored a series of graphic novels:
- Username: Evie (2015) – His debut book, which introduced a fictional world about escapism through virtual reality.
- Username: Regenerated (2016) – The sequel that continued Evie’s adventures.
- Username: Uprising (2017) – The thrilling conclusion to the trilogy.
- Joe Sugg: AKA ThatcherJoe (2015) – A more personal book about his journey as a creator.
- Grow: How Nature Can Restore Balance in a Busy World (2022) – A reflective and mature work focusing on mindfulness and the restorative power of nature.
His success as an author shows his creative depth and his ability to connect with audiences beyond the screen.
Television Breakthrough – Strictly Come Dancing Finalist
Joe’s popularity reached a new peak when he appeared as a contestant on the 16th series of Strictly Come Dancing in 2018. Paired with professional dancer Dianne Buswell, Joe proved to be a natural performer. Their charming chemistry and improvement on the dance floor captured the hearts of millions. The duo finished as runners-up, but their partnership blossomed into a real-life romance. His appearance on Strictly showed Joe’s versatility and helped bridge his transition from YouTube star to mainstream entertainer.
Love Story with Dianne Buswell – From Dance Partners to Parents-to-Be
The Strictly Come Dancing experience did more than just showcase Joe’s dancing skills. It marked the beginning of his relationship with Australian dancer Dianne Buswell. The couple confirmed their relationship soon after the show’s finale and have since become one of the most adored celebrity couples in the UK.
In September 2025, Joe and Dianne announced on Instagram that they are expecting their first baby boy, sharing a heartfelt post:
“Our little baby boy ❤️ we cannot wait to meet you.”
This exciting chapter has captured headlines and fans’ imaginations, with Dianne sharing glimpses of her pregnancy journey and the couple’s joy.
Acting on Stage – Joe Sugg as Ogie in Waitress
In 2019, Joe took to the stage in the West End production of the hit musical Waitress, playing the role of Ogie Anhorn.
This was a significant moment for Joe, proving he could step beyond YouTube and reality TV to perform live in front of thousands. His comedic timing and endearing portrayal of Ogie earned him praise from critics and theatre audiences alike.
Entrepreneurial Side – Final Straw Productions and MVE Management
Joe’s career has expanded into business and production.
- He co-founded Final Straw Productions, a company focused on creative storytelling across digital platforms.
- He also became a co-founder of MVE Management, which helps manage and guide emerging creators and talent in the entertainment industry.
These ventures highlight Joe’s evolution from entertainer to creative entrepreneur.
Recent Headlines – Parenthood and New Ventures
Joe Sugg has been making headlines in 2025 for two major reasons:
- Expecting a Baby: His and Dianne’s baby announcement was celebrated by fans, friends, and former Strictly co-stars.
- Balancing Career and Fatherhood: Joe has spoken in interviews about his excitement for fatherhood and how it inspires him to slow down and enjoy life’s meaningful moments.
His social media accounts, especially Instagram (@joe_sugg) with over 6.8 million followers, have become a source of updates on his journey to parenthood.
Life with Sister Zoe Sugg – A Family of Creators
Joe’s close relationship with his sister Zoe Sugg (Zoella) has always been part of his public persona. The siblings often appeared in each other’s videos during their YouTube heydays. Zoe, now a lifestyle entrepreneur and author, has been a supportive presence in Joe’s journey. The Sugg siblings represent a unique chapter in UK internet culture, symbolizing how the early YouTube generation reshaped entertainment.
Personal Traits – From Thatched Roofs to Internet Fame
Joe’s humble beginnings as a thatched-roof apprentice remain a beloved anecdote among fans. It shows that his transition to fame was rooted in hard work and a willingness to embrace new opportunities. He’s often described as down-to-earth, funny, and approachable, which has helped maintain his popularity even as trends in social media have changed.
Joe Sugg’s Fitness, Hobbies, and Lifestyle
Joe stands at 5′9″ (175 cm) and is known for maintaining a balanced and active lifestyle.
His hobbies include:
- Playing video games – a lifelong passion he often shares with fans.
- Drawing and illustration – a creative outlet that connects to his graphic novels.
- Running – he even participated in the London Marathon in 2025, showcasing his dedication to fitness and charity.
Filmography – Movies, TV Shows, and Beyond
Joe’s entertainment credits include:
Movies
- Joe and Caspar Hit the Road – 2015
- Strictly Come Dancing – Since 2004
- Josh Pieters – (Collaborations on YouTube)
- Thatcher Joe – (Main YouTube Channel)
- Thatcher Joe Vlogs – (Vlog Channel)
- The Syndicate – 2012 – 2021
- Byron Langley – (Collaborations)
- A Shaun the Sheep Movie: Farmageddon – 2019
- The Amazing Maurice – 2022
- Strictly Come Dancing: The Official Podcast – Since 2023
- More Zoella – Since 2012
- Zoella – (Collaborations and appearances)
- Corpse Talk – (Animated Series)
- Wonder Park – 2019
- Shaun the Sheep – 2007 – 2020
- The Amazing World of Gumball – Since 2011
- The SpongeBob Movie: Sponge Out of Water – 2015
- Dame Edna Rules the Waves – Since 2019
- KSI: Can't Lose – (Appearance)
- Oli White Vlogs – (Collaborations)
- Thatcher Joe Games – (Gaming Channel)
- Virtually Impossible – (YouTube Original Project)
- Youtuber Horror Movie – (Appearance)
- Caspar – (Collaborations and content)
- 24 Hour Joe – (Special YouTube Challenge Series)
Songs
- Say It Now – 2020
- Wild Things – 2021
- You Want My Sister
- It’s All About You
- Noël est là
- Strictly Medley
Awards and Achievements
Some highlights of Joe’s career include:
- Multiple Shorty Awards nominations for his online content.
- Recognition as a pioneer of the British YouTube movement.
- Successful transition into theatre and mainstream media.
Social Media Presence – Staying Connected with Fans
Joe’s social media platforms play a significant role in keeping his audience engaged:
- Instagram (@joe_sugg): 6.8M+ followers.
- X/Twitter (@Joe_Sugg): 4.4M+ followers.
- TikTok (@joe_sugg): 1.2M+ followers with over 18M likes.
- YouTube: ThatcherJoe and ThatcherJoeVlogs continue to have millions of subscribers.
His ability to adapt to new platforms over the years reflects his staying power as a digital creator.
FAQs About Joe Sugg
Q1: Have Joe and Dianne split up?
No. As of late 2025, Joe and Dianne are still together and are expecting their first child.Q2: What is Joe Sugg famous for?
He rose to fame as a pioneering YouTube content creator and later became a TV personality, dancer, stage actor, and entrepreneur.Q3: Is Joe Sugg still a thatcher?
No. That profession was part of his early life before he moved into content creation.Q4: Do Joe and Dianne live together?
Yes. The couple resides in a stunning £3.5 million home in the UK, which has been featured in lifestyle publications.Q5: Is Joe Sugg married to Dianne Buswell?
No, they are not married but have been together since 2018 and are now expecting a child.Q6: What is Joe Sugg’s net worth?
As of 2025, Joe’s estimated net worth is between $6–8 million, accumulated through YouTube, book sales, TV appearances, theatre work, and business ventures.The Legacy of Joe Sugg – Inspiring a Generation of Digital Creators
Joe Sugg’s journey exemplifies how the internet can launch diverse careers. From thatching roofs in a small English village to becoming a global entertainer, author, and soon-to-be father, Joe has shown resilience, adaptability, and creativity. He remains an inspiring figure for aspiring creators who want to transform passion into a sustainable career while staying grounded.
Final Thoughts – A New Era for Joe Sugg
As Joe Sugg and Dianne Buswell prepare to welcome their baby boy, fans around the world celebrate not just his past accomplishments but also the new chapter of his personal life. Joe’s story is more than just a tale of internet fame; it’s about growth, evolution, and embracing change while staying true to one’s roots.
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