Joe Sugg experienced a decade of extraordinary achievements, amassing millions of followers, and incredible career firsts, but in parallel he encountered phone addiction, anxiety, and overwhelm. Now, he’s starting a new chapter, sharing his love for a the great outdoors, a slower pace of life, and the vital role therapy plays in it
Joe Sugg may have shot to fame as a YouTube creator, but today it’s the feel of his fingers in the earth rather than on a keyboard, and garden planning instead of filming content, that occupies his mind – and he looks incredibly happy about it.
Speaking from his home on a decidedly autumnal morning, Joe proudly shares that he’s entered a new stage in his life. He’s turned 30, moved to the countryside with his partner Dianne Buswell (who he met on Strictly Come Dancing in 2018), and he’s now actively immersing himself in the wonder of the natural world, and all the mood-boosting goodness it has to offer.
“The move has certainly slowed my mind down, and getting out of the busyness of London helped me to find a bit more clarity on what I wanted to do going forward,” Joe explains. “I’ve had an amazing 10 years on social media and YouTube, and I’m not going away anytime soon, but I’m starting a new chapter of my life.”
The couple’s big move was prompted by Joe’s new-found love of planting, which developed during the pandemic, and led him to consider the role the great outdoors has played in his life. Having grown up in rural Wiltshire, he knew that there was happiness to be found with the ability to reconnect with nature on a daily basis. “It’s a lot better for me,” Joe muses. “I’m more relaxed out here in the countryside.”
Joe documented the positive impact country life and time spent outdoors has on his mental health in his new book, Grow. He also shares his experiences with anxiety, burnout, and overwhelm, revealing that he struggled with phone addiction for some time.
“There was a period in my life where I spent too much of my time scrolling through what everyone else was doing, just constantly absorbing information,” he says. “By the end of the day, I’d go to bed and think ‘What did I do today that was actually productive or helpful?’ I felt like I’d wasted an entire day.”
Seeing people constantly using their phones around him could have given Joe a reason to ignore these concerns, but his gut told him that this behaviour needed to be addressed.
“I found it really hard to admit that I thought I was addicted to my phone,” he explains. “I’m not really someone who is addicted to anything else, so what was surprising is how it slipped under the radar. I was like, ‘Hang on a minute, if I showed someone my phone habits and how much time I spend scrolling, they would probably say it’s an addiction.’”
Joe started to make changes by imposing