Strictly Come Dancing star Dianne Buswell's boyfriend Joe Sugg and why he's so famous

Dianne Buswell has become a beloved member of the Strictly Come Dancing team since her first appearance on the BBC One show in 2017.

She's had a dance partner in every series since joining, making it to the final twice before finally clinching the Glitterball trophy in 2024 with comedian Chris McCausland, reports Wales Online.

One of her most successful partnerships was in 2018 when she was paired with YouTube star Joe Sugg. Their chemistry extended beyond the dance floor and after the show ended, Dianne and Joe confirmed their relationship.

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While we know a lot about Strictly's Dianne, what do we know about her beau Joe Sugg? Let's find out.

Who is Joe Sugg?

Joe Sugg is a YouTuber, social media sensation and television personality. He was born and raised in Lacock, Wiltshire.

The 34-year-old attended The Corsham School in Corsham before starting an apprenticeship as a roof thatcher after finishing his A-levels.

His online career began with the launch of his YouTube channel, ThatcherJoe, in December 2011.

Joe Sugg's famous family

Joe is the younger sibling of Zoe Sugg. The 35-year-old is a social media sensation, author and entrepreneur, who started her career on YouTube under her online alias, Zoella.

Zoe launched her YouTube channel in 2009 and has gathered over 10 million subscribers. Her Instagram account boasts a whopping 9.1 million followers.

She's a well-known internet personality, sharing her life on YouTube and Instagram. Zoe's content is centred around fashion, beauty, lifestyle and parenting. She has penned three fiction books, starting with Girl Online in 2014, as well as a non-fiction book, Cordially Invited.

Zoe has also gained a following from documenting her long-term relationship with fellow vlogger Alfie Deyes. The pair started dating in 2012 and went public with their relationship in a blog post in 2013.

In 2021, Zoe and Alfie welcomed their first daughter, followed by their second in 2023. The engaged couple and their daughters live in Brighton.

Rise to fame

Joe's career took off in 2011 when he launched his YouTube channel, which amassed two million subscribers just two years after its inception. This led to the creation of his vlogging channel, ThatcherJoeVlogs, and a gaming channel, ThatcherJoeGames.

Joe's YouTube success has opened up many different career opportunities. The star has had numerous voiceover roles over the years, including Gus in the 2019 film Wonder Park and A Shaun the Sheep Movie: Farmageddon.

He was part of the YouTube Boyband and featured on the 2014 single Do They Know It's Christmas? as part of the Band Aid 30 charity group. He released his debut solo single in 2020, followed by a second single in 2021.

Joe made his mark in the West End, starring as Ogie Anhorn in the 2019 production of Waitress and debuted on the telly in BBC One's The Syndicate's fourth season in 2020. He's also dabbled in graphic novels and penned a book titled Grow in 2022, which is part memoir, part guide to reconnecting with nature.

In addition to his acting and writing pursuits, Joe co-founded management company Margravine, now known as MVE, in 2018 alongside mate Caspar Lee. The firm supports up-and-coming digital talent. He's also at the helm of Final Straw Productions, which announced a partnership with BBC Studios in 2022.

Strictly Come Dancing

Joe broke new ground in 2018 as the first social media star to strut his stuff on BBC One's Strictly Come Dancing. He danced his way to the final with partner Dianne Buswell.

The duo finished runners-up and went on to dominate the Strictly Live Tour, winning an unprecedented 25 shows in a row and ultimately clinching the overall tour title with 28 out of 29 victories.

Joe and Dianne also took to the dance floor for the 2019 Strictly Christmas Special. From 2019 until 2023, Joe hosted the official podcast for the hit BBC show.

Romance with Dianne

What started as a dance partnership on Strictly turned into a real-life romance for Joe and Dianne. They began dating in 2018 and by the following year, they'd moved in together.

Their relationship has won them a legion of fans among the Strictly faithful, who keep up with Joe and Dianne's love story through their social media updates.

The couple purchased their first home together in 2021, sharing their journey with fans online. In September 2025, Dianne and Joe took to social media to announce they are expecting their first child.

The pair are set to welcome a baby boy into the world next year.

A new series of Strictly Come Dancing begins tonight at 6.40pm on BBC One and iPlayer