Joe Sugg and Dianne Buswell are a British celebrity couple who met on Strictly Come Dancing in 2018. They finished as runners-up, confirmed their relationship shortly after, and have since become parents. Their son, Bowden Mark Richard Sugg, was born on 16 March 2026.
How They Met on Strictly Come Dancing
Joe Sugg was a well-known YouTuber before joining Strictly Come Dancing. He built his following through his channel ThatcherJoe and is the younger brother of fellow creator Zoella. Dianne Buswell, an Australian professional dancer, had joined the show in 2017.
They were paired together for the sixteenth series in 2018. Their first performance was a jive to A-Ha’s “Take On Me”. The partnership struck an immediate chord with viewers and carried them all the way to the final.
In the final, they competed against Stacey Dooley and Kevin Clifton. Joe and Dianne finished as runners-up, with Stacey and Kevin taking the Glitterball trophy. The result left many of Joe’s fans frustrated, with some arguing on social media that he had been “robbed”.
From Dance Partners to a Couple
The connection between Joe and Dianne was evident throughout the competition. Joe spoke openly about how much the experience meant to him because of his partner. “Every single part of this show has been the best experience ever because of Dianne,” he said during the series.
Dianne later reflected on how naturally they fit together. “I feel like all the stars aligned with Joe,” she told the Express. “We’re just literally such similar people in so many ways. We’re very different in ways too, but just our personalities just click so, so well”.
Their relationship was confirmed shortly after the final ended. Joe later described Dianne as his first proper girlfriend, telling The Sunday Times in 2021: “Dianne is my first girlfriend. Other than, like, my penpal from when I was 10”.
The couple moved in together in 2019, and by 2021 they had bought their first home together.
Welcoming Their First Child
In September 2025, Joe and Dianne announced they were expecting their first child. They shared the news with a video of themselves painting, revealing two stick figures holding hands with a smaller one. They later confirmed they were having a baby boy.
Their son arrived on 16 March 2026. Joe announced the birth on social media with the caption “Never felt a love like it,” alongside the name: “Baby Bowden Mark Richard Sugg 16/03/26”. Dianne described the first days of motherhood as “the most magical time of my life”.
The name Bowden was revealed to be a tribute to Joe’s childhood. He grew up in Lacock, Wiltshire, next to a village called Bowden Hill. “I grew up in a place called Bowden Hill, and I thought you know what, Bowden actually sounds quite cool and it’s different,” Joe explained on his YouTube channel. He added that the name comes from a Saxon word meaning “hill” or “top of the hill”.
The middle name Mark honours Dianne’s father, while Richard was the name of Joe’s late grandfather, who died in 2021. Joe also clarified the pronunciation: “Bow like How, not Bow like Row”.
New TV Project: Raiders of the Lost Crafts
Before their son arrived, the couple announced a new television project together. Joe & Dianne: Raiders of the Lost Crafts was commissioned by Sky HISTORY and produced by Rock Oyster Media.
The five-part series follows Joe and Dianne as they travel across Britain restoring historical objects and learning traditional crafts. From Cornish cliff paths to royal wheelwrights, they explore skills that are at risk of disappearing.
Joe’s early background in thatching sparked his interest in these crafts, while Dianne approaches the journey as a hands-on learner. Dan Korn, Vice President of Programming at Hearst Networks, said the show brings “genuine curiosity, warmth and hands-on enthusiasm” to the subject.
The couple announced the project on Instagram in January 2026, sharing behind-the-scenes photos and writing: “We’re still currently filming so here are some little sneak peeks but we already cannot wait to share this with you all!”.
Their Life Today
Joe and Dianne have built a life together in the Brighton area, having relocated from their first home. Dianne continues to appear as a professional dancer on Strictly Come Dancing, while Joe maintains his YouTube presence and has expanded into television work.
They have also spoken about their future plans. In a vlog on Joe’s YouTube channel, they addressed questions about marriage. “We have discussed this,” Joe said. “Obviously, one day we will”. Dianne suggested they would likely need two weddings, one in Australia and one in the UK, because of her family being based abroad.
For now, the couple is focused on their new role as parents. Dianne has shared moments from their first weeks with Bowden, including their first Easter together as a family of three. Their journey from Strictly partners to parents has resonated with fans who have followed them since 2018, making them one of the show’s most enduring success stories.
Who are Joe Sugg and Dianne Buswell?
Joe Sugg is a British YouTuber and television personality, while Dianne Buswell is an Australian professional dancer on Strictly Come Dancing. They met as partners on the 2018 series of the BBC show, finished as runners-up, and confirmed their relationship shortly after the series ended.
When did Joe Sugg and Dianne Buswell have their baby?
Their son, Bowden Mark Richard Sugg, was born on 16 March 2026. The couple announced the birth on 18 March 2026 with a social media post reading “Never felt a love like it”. The name Bowden comes from a village near Joe’s childhood home in Wiltshire, Mark honours Dianne’s father, and Richard was Joe’s late grandfather.
Are Joe Sugg and Dianne Buswell married?
No, they are not married. In an August 2026 vlog, Joe said, “Obviously, one day we will” when discussing marriage. Dianne suggested they would likely need two weddings, one in Australia and one in the UK, because her family is based abroad.
What is Joe Sugg and Dianne Buswell’s new TV show?
They are filming Joe & Dianne: Raiders of the Lost Crafts for Sky HISTORY. The five-part series follows them travelling across Britain exploring traditional crafts and restoring historical objects. The show was announced in January 2026.
