Dianne Buswell has been a beloved figure on BBC One’s Strictly Come Dancing since her debut in 2017. Over the years, she’s partnered with various celebrities, reaching the final twice before triumphantly winning the coveted Glitterball Trophy in 2024 alongside comedian Chris McCausland.
However, her most memorable partnership came in 2018 with Joe Sugg, a YouTube star whose charm and talent won over both the judges and viewers. Their connection extended beyond the dance floor, and shortly after the series, they confirmed their romance, quickly becoming one of Strictly’s most adored couples.
But who exactly is Joe Sugg? Born in Lacock, Wiltshire, Joe is a multifaceted entertainer—known for his YouTube success, television appearances, voice acting, and more.
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Before his rise to fame, Joe attended The Corsham School and even trained as a roof thatcher after finishing his A-levels. His breakthrough came in December 2011 with the launch of his YouTube channel, ThatcherJoe, which rapidly gained millions of subscribers. This success blossomed into additional channels focused on vlogging and gaming, making Joe one of the UK’s most popular digital influencers.
Joe comes from a family of influencers—his elder sister Zoe Sugg, famously known as Zoella, began her YouTube career in 2009. With over 10 million subscribers, Zoe is a respected social media icon, author, and entrepreneur. She’s known for her fashion, beauty, lifestyle, and parenting content, alongside bestselling books like Girl Online and Cordially Invited. Zoe and her fiancé, fellow vlogger Alfie Deyes, live in Brighton with their two daughters.
Joe’s career extends beyond YouTube. He has lent his voice to animated films such as Wonder Park and A Shaun the Sheep Movie: Farmageddon. As part of the YouTube Boyband, he contributed to the 2014 charity single “Do They Know It’s Christmas?” He also ventured into music with two solo singles released in 2020 and 2021.
His passion for performance took him to the West End stage in 2019 when he starred as Ogie Anhorn in the musical Waitress. On television, he appeared in the fourth season of BBC One’s The Syndicate in 2020. Joe is also an author, publishing Grow in 2022, a graphic memoir that combines personal reflection with a guide to reconnecting with nature.
In entrepreneurship, Joe co-founded Margravine (now MVE) in 2018 with Caspar Lee, a management company dedicated to nurturing digital talent. He also heads Final Straw Productions, which partnered with BBC Studios in 2022.
Joe made history in 2018 as the first social media star to compete on Strictly Come Dancing, pairing with Dianne Buswell to captivate audiences and finish as runners-up. They continued their winning streak on the Strictly Live Tour, dominating the competition with 28 victories out of 29 shows.
Their tight-knit partnership blossomed into a genuine love story. The couple publicly announced they were living together in 2019 and have since shared glimpses of their life, including purchasing their first home in 2021. Fans have been thrilled to follow their journey, and in September 2025, Dianne and Joe delighted everyone with news they are expecting their first child—a baby boy arriving next year.
This dynamic duo continues to charm Strictly viewers and beyond, proving that their partnership is as strong off the dance floor as it is on it.
Strictly Come Dancing airs Saturdays at 6.40PM on BBC One.