Growing up, Joe attended private schools in Minnesota that were known for their sports teams. It only made sense that he play football, basketball, and baseball. Joe loved playing sports but found, very early on, that he'd rather ride his bike or go rollerblading. When he was 12, his dad went on a diet and lost 100 lbs. Joe began going to the gym with him every day to keep him company and make sure he stayed on track. The fitness routines caught on. "I told my Dad, I'll do it if you do. I think, in a way, he felt like if his 12 year old kid was running a few miles a day, then he could too."

When Joe began high school, he opted out of team sports and took up distance running. "Fitness is a very intimate endeavor-you're the only one who can achieve it for yourself, so the full burden is on you. I never enjoyed being the worst baseball player on a championship team, but running 6 miles really got me excited." He began running races all over Minnesota on weekends and during his summer vacations. He found that by cross training, he could improve his running so he began distance biking and swimming. He took up yoga to improve his flexibility. "If it was exercise, I was on board. I loved the idea of challenging myself. When you're working to improve your physical fitness, taking on new challenges and succeeding at them brings exercise to a new level: your self-image and mental attitude go through the roof. Your belief in your ability to succeed, in general, becomes very strong."

During the fall season of his freshman year in college, Joe suffered a very painful ankle break that ended his distance running career. Addicted to exercise, he adapted. "As excited as I was about working out, I never got into weight lifting. I wanted to be outside or in the pool. When my I broke my ankle, I needed to find exercise I could do with a cast and crutches. Weight lifting was the only logical option." A sponge for knowledge, Joe began devoting all of his time to learning new weight lifting techniques, sometimes crutching to the gym twice a day to perfect them. "I wasn't interested in simply doing the standard routines; I wanted exercises that could make me stronger, leaner, and more powerful. At the same time, I wanted routines that would add functionality in my everyday life."

Very quickly, Joe was giving workout advice to complete strangers at the gym. He began teaching his friends and family how to get in shape. "Everyone would say you obviously know what you're doing; what do I do to look better? My mom had me taking groups of her girlfriends to the gym to get back in shape; it was amazing because these women all lost weight. I am responsible for that. That's really rewarding."

Moving to LA, Joe realized very quickly that image is important. "I think it's great that everyone is so focused on being in shape here, but it's important to remember that being in shape does not necessarily equate a healthy lifestyle. If we're not careful, we forget to focus on our health, going after more immediate short-term results" Joe is focused on bringing his clients long-term fitness and life habits that will stay with them, long after his work is done. "It's important to remember that looking good is great, but feeling good is amazing. I'll teach you to do both."

Joe's workouts are very dynamic, never redundant, high-paced and tailor-fit to individual goals and needs. He uses his sense of humor to make every challenge you'll face a little bit more fun. "I think some people become comfortable being out of shape. Diets don't work and exercise routines are hard to stick to. Unfortunately, many people don't have a voice of hope in their daily lives; a voice that says keep going. I want to be that voice for those people-you only get one go at life, you should make it count."