WHEN Joe Baggs first burst onto our telly screens six years ago, he was somewhat of a double act with his younger brother George.
Fast forward to today, and Joe, 28, hosts his own podcast, is a favourite with ITV and a red-carpet regular – but George is rarely by his side. Here, insiders tell us how Joe has gained a reputation for being ‘ruthless’ after making the decision to go it alone, even if it means leaving family members behind.
Joe Baggs first burst onto the screen on Channel 4’s Gogglebox, which won a Bafta Credit: Instagram/@ joebxggs
The Baggs Family appeared on Channel 4’s Gogglebox from 2020 to 2023 Credit: Instagram/@ joebxggs
An insider tells us: “Joe has made no secret of the fact he wants to follow in the footsteps of Rylan Clark; he sees that level of presenting success as the blueprint.
“He’s become laser-focused on building ‘brand Joe’ and everything he’s doing now is about positioning himself as a standalone name.”
This plan meant taking over the family podcast – Not My Bagg – alone.
When it first launched in 2022, Joe, George and mum Lisa were the stars. But by 2024, Joe became the main character, and as it continues to be hugely successful, he is now the only one featured on the advertisements.
Our insider continued: “Stepping away from the podcast with his brother wasn’t an easy move, but those around him say it was calculated; he wanted full control and a chance to prove himself on his own
“There’s a feeling he didn’t want to be seen as part of a duo anymore; he wants to be taken seriously as an individual presenter.”
His efforts certainly seem to be paying off – he has just landed a gig as the new backstage digital presenter for Britain’s Got Talent live shows.
And Joe has impressed bosses with his stints on and companion shows, say insiders, who tip him for big things.
We’re told it’s highly likely he could be the next Rylan – with stints on This Morning, radio shows and huge telly gigs in the not-so-distant future, but there have been rumblings that his success could come at a price.
Our source says: “Friends have noticed a shift in him since his profile has grown, more driven, more strategic, and a lot more selective about what he aligns himself with
“He’s not afraid to make tough decisions if he thinks it will push him forward, even when it comes to family dynamics.
“Some feel he’s become more focused on the bigger picture than the personal side of things, which has raised a few eyebrows.
“He’s studying the industry closely, looking at what works, what cuts through, and how to position himself long term.
“There’s a real sense he won’t slow down, even if it means ruffling a few feathers along the way.”
But a source close to Joe insists: “Both George and Joe have incredibly busy schedules. Between Joe’s new role on Britain’s Got Talent, Not My Bagg and a number of exciting upcoming projects, it’s not always possible to align diaries.
“Family means everything to Joe, and they’re hugely supportive of how successful 2026 is shaping up to be. Joe is very much his own person and is incredibly respectful of everyone he works with.
Mum Lisa with her son George Baggs at the 2024 BAFTA Television Awards Credit: Getty
The reality TV star is has secured a lucrative new gig making digital content for Britain’s Got Talent Credit: Getty
“Any suggestion that he’s looking to ruffle feathers is completely untrue.
“His personality and authenticity continue to set him apart, opening the door to major opportunities.”
Indeed, Joe’s close family unit was more than evident when they joined Gogglebox in 2020.
It was because of Joe that they actually landed the coveted gig – he was working in recruitment at the time and making TikToks, which caught the eye of a scout.
Before long, Joe, George, mum Lisa and Terry were favourites both on and off the sofa. They also have another brother – Danny – from Lisa’s previous relationship, but he shies away from the limelight.
After just three seasons, the family decided to quit the Channel 4 show – they had realised by now they could make it on their own.
Joe made no secret of his plans for a big future and said on The Useless Hotline podcast: “We decided that there were things we wanted to do that we couldn’t do while we were on the show.
“There is a reason why there’s not many young people on there
“It’s because we’re in this new age of social media that me and George love so much.”
He added: “I couldn’t see myself just coming home every week and eating a takeaway and doing that for the rest of my life.
“There’s so much more I wanted to do, that’s why we ended up leaving.”
George now has 1.7m followers on TikTok, while Joe has 2.2m. Joe’s family regularly appear in his videos, particularly his mum Lisa, who always racks up views.
Joe has been the mastermind behind it all – he previously told how he wanted to create a Baggs family hub and then have separate channels for each member, because they are “all so different”.
He’s compared them to the Kardashians, who all have solo ventures as well as being a family. It’s certainly a tried and tested method.
But it seems it’s Joe, not Lisa, who is very much the Kris Jenner momager in all this.
Eze Chidiebere Paul
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