Channel 4 has recommissioned Train-ing It with Joe Wilkinson for two further series. Created in partnership with Rail Delivery Group, the membership organisation representing Britain's train operators, the branded entertainment series will return for two more runs following a highly successful debut.
The recommission follows the record-breaking success of the first series, which delivered 94% over-delivery against targets and became the most engaged branded entertainment partnership on Channel 4's YouTube channel to date. Episode Two which featured Rhian Teasdale from the multi-Grammy award-winning, indie rock band Wet Leg, became the most-liked long-form branded entertainment episode ever on Channel 4's YouTube channel.
Comedian, actor and screenwriter Joe Wilkinson returns for the next chapter of the series, setting off on more rail adventures across Britain with a diverse line-up of celebrity guests from across the worlds of entertainment, sport, culture and beyond. Through memorable journeys, special guests and Joe’s trademark wit, the series continues to celebrate the many ways people use their time on the train to connect, unwind, be productive or simply enjoy the journey.
Series two kicks off with acclaimed comedian, actor, writer and broadcaster Richard Ayoade. Joining Joe for a train journey between dates on his Afterthoughts live tour, Richard reflects on the experiences that have shaped his career and made him one of comedy’s most distinctive voices.
Bestselling author and much-loved presenter Richard Osman is also set to join Joe for a journey packed with witty exchanges, surprising revelations and brilliant conversation. With Joe’s signature laid-back, inquisitive interview style, plenty of conversational detours and lots of humour, the next series is coming to a train near you soon.
Joe Wilkinson: "It's a joy to chug through the beautiful countryside, chatting with my funny, fascinating and inspiring travel companions.”
Stephen Parnell, Digital Commissioning Executive at Channel 4, said: “We’re so excited to bring Train-ing It back for two more series. Joe’s laid-back yet curious interview style has built a loyal audience, making the show our most successful digital branded entertainment partnership to date. We’re delighted to continue working with Rail Delivery Group and Electric Robin on this highly returnable format—and to see Joe back on track with more brilliant guests as the series expands across YouTube, social, Channel 4 Streaming, Spotify and Apple Podcasts.”
Catherine Lyver, Head of Propositions and Marketing at Rail Delivery Group, said: “We’re delighted to be bringing Train-ing It back for two more series. The success of the first season showed just how much audiences connected with its blend of humour, honest conversations and the simple insight at the heart of the campaign: when you travel by train, you get time back for the things that matter to you.”
Chris Jones, Creative Director at Electric Robin, said: “There’s something about sharing a train journey that takes a conversation somewhere unexpected, particularly when Joe’s asking the questions. The joy of Train-ing It is that, somewhere between stations, it stops feeling like an interview and becomes two people having an honest, unfiltered chat. We’re delighted to be working with Channel 4 and Rail Delivery Group on two more series, with new guests and plenty more opportunities for Joe to ask something nobody else would think of.”
Jonathan Hill, Business Director at Spark Foundry, said: “We are delighted to bring Train-ing It back for a second and third series. It's rare for advertiser-led content to resonate with audiences at this scale, so we're thrilled to be giving fans more of what they love while bringing new viewers on board through a range of exciting guests. We were also proud to see the series recognised with a Gold for Best Use of Content at the Media Week Awards. So, settle into your favourite seat and enjoy the next series!”
The series forms part of the rail industry’s wider national marketing activity, which aims to remind people of the time value you get back when you choose to travel by train. Under its “On the train you can” platform, the campaign celebrates rail as a place to connect, unwind or be productive, a rare moment in the day when the time becomes yours again. Train-ing It brings this idea to life by capturing those real, unfiltered moments that happen when the world slows down and the carriage becomes its own little time bubble.
