Joseph Keegan was asking for investment into his fitness business
A Scouse dad was in tears as he pitched his ‘brilliant’ product on BBC show Dragons Den. Joseph Keegan, started his business, Body XCore,a few months ago.
The business offers a ‘gym in a bag’ which contains fitness equipment that can be worn and easily carried around wherever you are. In the latest episode of Dragons Den, which was broadcast last night, he asked for £70,000 of investment in return for a 10% stake in the business.
Joseph, who is a fitness fanatic, was frustrated that there was no easy way to carry gym equipment on the go for his outdoor workouts. However, Joseph told the dragons there was an emotional backstory behind the idea. He said: “This product came to me through a dream.
“My mum handed me this product in my dream when I was down. I was really down. I was going through a tough time in my life. I lost both parents, I lost my very good friends and I really found myself through my training. But in all honesty, I didn’t really want to be here any more. I was that low… I was thinking of ending my life.”
A visibly emotional Joseph was praised by Deborah Meaden for his achievements as she praised the “brilliant design” of his product. When asked how he designed it, the Scouser replied: “Just (by) being so passionate, knowing what I wanted to work with my body and how I was going to improve my workouts. After a time of using it, I realised the effects of what it was doing to me, not just physically but mentally too.”
The product was praised by guest dragon and fitness coach Joe Wicks, who claimed he’d never seen anything like it on the market. Joseph said he has sold 50 of them so far priced at £170 each.
Joseph has also patented his product but admitted this had come at a cost. He started choking up and said: “I’ve just sold my house to be able to get the rest of my inventory because I really believe in this product so much.
“I’ve sold my car, the house is going through now. I didn’t want to [sell my house] but I believe in it so much. I’m willing to do anything to make it succeed.”
Later, Joseph added: “I’ve got three children myself. This product brought a lot of tension into my family life as well. I ended up splitting up with my ex-girlfriend.
“But I believe this is my passion and purpose in life. I want to show my kids that, if you really want to do something in life, you’ve got to give it 100%.”
Joseph then broke down in tears, causing Joe Wicks to become emotional. The fitness coach left his seat and gave him a hug. Joe said: “I couldn’t imagine putting my house up for sale to fulfil my dream, that’s so brave of you, but maybe there’s a world where you don’t have to do that. I’ve got to give you a little cuddle, I’m feeling a bit emotional now.”
Joe then offered the full £70,000 for 25% in Body XCore, but faced rival offers from fellow dragons Peter Jones, Sara Davies and Touker Suleyman. Eventually, Joseph agreed to take three of the Dragons up on their offers, walking away with £35,000 each from Joe, Peter and Touker, in exchange for 37.5% of his business.
Congratulating his new business partner, and after the first investment of the series, Peter told a grinning Joe: “That’s an investment that makes my heart sing.” Joseph was delighted afterwards, telling the cameras after he left the den: “I think I’ve found a winning team here, so it’s exciting times I believe.”
