Joe Marler spent most of his rugby career in the dirt, where mud, mauls and mayhem were at the very core of his identity.But since hanging up his boots, the former England international has swapped scrums for studios, tackling for television and rucks for red carpets to become one the most popular stars of British mainstream media. From building a successful podcast empire to appearing on a string of high-profile TV shows, Marler, 36, has carved out a new career that few could have predicted, becoming a familiar face far beyond the sport that made him famous initially.It was announced on Monday that the powerful prop is set to become the first ever celebrity Gladiator when the fourth series of the BBC’s hit TV show returns in 2027, taking on the new identity of ‘Mauler’.While appearing on Gladiators is not a huge departure from the physical and competitive world of England and Harlequins rugby, it was a very different BBC programme that transformed Marler from a cult figure among sports fans into a household name across the UK.That popular TV show was Celebrity Traitors, where millions of viewers saw a side of Marler that had often been hidden beneath his rugged, intimidating and formidable appearance. Joe Marler will be the first celebrity to appear as a Gladiator on the BBC’s popular TV series The former England rugby star has become a national treasure since his retirement His appearance on the first series of Celebrity Traitors boosted his popularity away from sportAway from the chaos and carnage of the rugby pitch was a self-deprecating and surprisingly vulnerable character who quickly became one of the breakout stars of the series.His unlikely friendship with Ted Lasso actor and comedian Nick Mohammed became one of the show’s most memorable highlights, while his blunt observations and mischievous plotting made him a favourite among viewers who had never watched him play a single minute of rugby. Yet Celebrity Traitors was not the beginning of Marler’s media career. By the time he stepped inside ‘the castle’, he had already spent years building a platform that would allow him to make the leap into mainstream media.Rather than following the well-trodden path into rugby coaching or full-time punditry, the forward began cultivating a media career while he was still playing, launching The Joe Marler Show before evolving it into the hugely popular Things People Do podcast.Co-hosted alongside sports journalist Tom Fordyce, the podcast deliberately avoided becoming another rugby chat show. Instead, Marler leaned into his natural curiosity and self-deprecating humour, eager to learn new perspectives from guests and share unique stories about his life so far. Boxing promoter Eddie Hearn and Married at First Sight relationship expert Paul Brunson are among those to have joined Marler in the studio since, although the down-to-earth former rugby star continues to invite ordinary people with extraordinary jobs on to the show to share their stories and perspectives as well.The success of the show opened the door to a second podcast, Joe Marler Will See You Now, which launched in the wake of his appearance on Celebrity Traitors and has quickly become extremely popular, sitting 19th in the charts currently.Last month, listeners were left stunned when Prince Harry appeared as a guest on the show, adding to an impressive list of celebrities who have joined the ex-England prop on Joe Marler Will See You Now specifically, including Russell Howard, Dani Dyer, Joel Dommett, Joe Lycett, Prue Leith and Stephen Fry. The rugby star chatted to Prince Harry on his popular Joe Marler Will See You Now podcast The podcast currently sits 19th in the UK charts after Prince Harry’s appearance last month From raising £64,000 for CALM on Who Wants To Be A Millionaire? to featuring at Soccer Aid for UNICEF, Marler does done plenty of charity work after his retirement from rugby too After proving his credentials behind the microphone, it wasn’t long before TV producers came calling. Appearances on Michael McIntyre’s The Wheel and Blankety Blank showcased just how comfortable Marler was on the small screen, while reports linking him with Celebrity Bake Off and the recent announcement of his Gladiators role suggest broadcasters increasingly see him as far more than simply a former rugby player. Marler has never taken himself too seriously, either. During an appearance on Michael McIntyre’s Big Show in January, he happily threw himself into a ‘lip-sync battle’ with RuPaul’s Drag Race UK winner Blu Hydrangea, mouthing the words to Tina Turner’s Simply the Best while dressed in a wig, skirt and glittery make-up.His growing popularity has not gone unnoticed commercially too. Away from television, Marler has fronted campaigns for a string of popular brands, from Pringles and Sky Mobile to Jacamo and Sainsbury’s.Humour is often at the heart of these adverts, typified by Durex choosing Marler to front their tongue-in-cheek ‘Fit Matters’ campaign in July 2022. Filmed relaxing in a hot tub and discussing condom sizes with his trademark deadpan delivery, he played exactly the sort of self-deprecating, slightly absurd role that many former elite sportsmen might have avoided – but one that undoubtedly worked to his benefit.Brand and Culture Expert Nick Ede believes his honesty and humour has been at the centre of his success post-retirement.’His success comes from the fact that he has never tried to present himself as a polished media personality. Instead, he’s leaned into being authentic, unpredictable and genuinely funny, and audiences have responded to that honesty,’ he told Daily Mail Sport.’What makes Joe so marketable is that he’s incredibly relatable. He doesn’t fit the traditional mould of the media-trained ex-professional athlete. He’s happy to laugh at himself, talk openly about his struggles with mental health, poke fun at rugby culture and show the messy realities of life after elite sport.’His retirement has actually given him more freedom to showcase that personality. Without the pressures and restrictions of being an active England international, he’s been able to embrace opportunities across television, podcasts, radio and entertainment, allowing people who may never have watched a rugby match to discover him. ‘His appearance on Celebrity Traitors was a pivotal moment because it introduced him to an entirely new audience who may have had little or no knowledge of his rugby career. Viewers saw his humour, strategic thinking and warmth, proving that his appeal extends well beyond the sporting world. That kind of mainstream exposure has significantly strengthened his profile and demonstrated that he has the charisma to succeed in entertainment as well as sport.’He’s also incredibly versatile. One minute he can be making audiences laugh on a panel show, the next he’s having a thoughtful conversation about mental health or fatherhood. That range gives broadcasters confidence because they know he’ll entertain while also bringing authenticity when a subject becomes more serious. He was hailed a national treasure by Celebrity Traitors fans after his memorable appearances[embedded content]’Brands are increasingly looking for ambassadors who can build trust rather than simply attract attention, and Joe ticks that box. He’s imperfect, self-aware and refreshingly honest, which makes him highly credible. ‘Consumers are far more likely to connect with someone who feels genuine than someone who appears overly polished, and Joe has built his reputation by never pretending to be anything other than himself.’Fellow industry expert Rebecca May, Founder of RM Publicity, agreed: ‘Joe is seen by audiences as entertaining – audiences see him as funny, quick-witted and honest – a combination that’s incredibly likeable and marketable. Audiences respond to him, which is why he does so well on TV and continues to be booked.’Just because an athlete or sportsperson has had a successful career and is well known doesn’t mean that can translate into being a successful TV personality that audiences love. That is what separates Joe Marler apart – audiences automatically like him.’I’d describe Joe’s brand as controlled unpredictability. He’s fun, edgy and relatable but with enough spontaneity to keep people watching, which is why he is becoming a mainstream TV favourite. ‘The audience is waiting to see what he says or does next, and that’s part his appeal. That balance is valuable in mainstream TV because it keeps viewers engaged.’While refusing to take himself too seriously in terms of his public image, Marler has become an ambassador for multiple charities and mental health organisations since his retirement from rugby.An ambassador for UK suicide prevention charity Campaign Against Living Miserably (CALM), Marler is passionate about breaking mental health stigmas and encouraging vulnerability among men, having raised £64,000 for the organisation during an appearance on Who Wants To Be A Millionaire? in 2024 and having starred in Sky’s documentary Big Boys Don’t Cry.Marler also made his Soccer Aid debut for UNICEF earlier this year, lining up alongside the likes of Wayne Rooney, Jill Scott, Olly Murs and Robbie Williams. True to form, he stole the spotlight after being thrown on as an emergency goalkeeper, earning the fan-voted ‘Moment of the Match’ award for his unlikely cameo. His wide-ranging interview with British GQ in February also showed how Marler’s appeal has grown far beyond traditional sports audiences. The former prop discussed everything from retirement and fatherhood to mental health and finding purpose away from rugby, offering the same level of openness that has become a defining feature of his public persona.It is that combination – the willingness to be both ridiculous and vulnerable – that has separated Marler from many former athletes attempting to build a profile after retirement. He has never tried to reinvent himself as a polished celebrity but instead has taken the same unpredictable personality that made him such a compelling rugby figure and simply moved it into a different arena. Since walking away from rugby, he has become a reality TV star, podcast host, brand ambassador, mental health advocate and one of the most recognisable figures in British entertainment. Not bad for a 36-year-old who retired fully just two years ago.A mischievous rogue and joker on the rugby pitch, Marler did not leave behind the personality that made him popular among sports fans. He simply used it to carve out another highly successful career.