Protein targets are everywhere. Depending on who you follow, you should be eating 100g, 150g, 200g or more.
Former MH cover star Joe Wicks isn’t interested.
Despite releasing a new cookbook dedicated to protein, the Body Coach told the Well Enough podcast that he takes a much more relaxed approach to how much he eats each day.
‘I don’t think you need to be too obsessed about daily calories, daily protein targets,’ he said. ‘I’ve always been much more about balance and a bit more flexibility with it.’
Wicks isn’t downplaying protein’s importance. He talks about its role in building muscle, repair and recovery, but his approach is simple: make sure there’s protein in your meals without turning every plate into a maths problem
Don’t Overcomplicate Your Protein Intake
‘It doesn’t have to be that complicated,’ Wicks said. ‘Some days you’re going to have more, other days you’re going to have a little bit less.’
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His bigger concern is where that protein comes from.
With everything from crisps and bagels to yoghurts now being sold in high-protein versions, Wicks warns against assuming a protein label automatically makes something a healthy choice. Instead, he’s an advocate of getting more of your intake from whole foods and cooking at home.
That doesn’t mean living on chicken breasts and eggs, either. Wicks highlights plant-based sources including seeds, grains and nuts, while his new book includes vegetarian options alongside meat-based meals.
How Much Protein Do You Actually Need?
For anyone actively trying to build muscle, research suggests there is value in paying attention to total protein intake. A widely cited meta-analysis found that around 1.6g of protein per kilogram of bodyweight per day was sufficient to maximise resistance-training-related gains in lean mass for most people.
For an 80kg man, that’s around 128g per day.
But you don’t necessarily need to hit that figure to the gram every single day – which is ultimately Wicks’ point.
Isaac Williams is Site Editor for both Women’s Health UK and Men’s Health UK, guiding and supporting the content teams to create content across all platforms. Isaac’s love of health and fitness began at Loughborough University, where he graduated with a History and English degree in 2014. His first job was at Men’s Running magazine, where he progressed from Staff Writer to Editor. Among his highlights of those four years include completing a 24-hour track race (never again), just about finishing a multi-day ultramarathon in the Azores, and chugging his way around a ‘beer mile’. Isaac ventured into the world of freelance journalism in 2018, interviewing some of the biggest names in sport – like Anthony Joshua and Ben Stokes – and writing features for the likes of The Guardian, Red Bull, ShortList and BBC Countryfile. He was also a regular contributor to an adventure series called ‘The Man Who’: speaking to some of the world’s most extreme explorers from the wilds of Caffè Nero. In late-2019, Isaac became Editor of Men’s Fitness UK. In his five years there, Isaac was responsible for editing the monthly magazine and managing website content, ultimately helping the brand transition to a ‘digital-first’ approach. He joined Hearst UK as Multiplatform Editor in December 2024, where he manages day-to-day digital output, edits content and writes articles on all things health and fitness. When he’s not hammering at his keyboard, Isaac enjoys exercise and trying – unsuccessfully, so far – to teach his baby son to kick a football. You can follow Isaac on Instagram @isaacw1993.
