Our Story

Welcome to The Northbound Movement! If you’ve ever felt like life is too busy to prioritize your health, you’re not alone. Between work, family responsibilities and everything else life throws at us, it can feel impossible to find time for yourself. That’s exactly why I created The Northbound Movement - people like us need a place. I’m a proud husband, father of six children and work full time. I also have hobbies that I really enjoy - training for and racing in dozens of triathlons, gravel and mountain bike events - and finding the time to train can be a challenge. Now I’ve raced a bunch of these events, but I’ve always been a “middle of the pack” kind of guy, I’m not winning anything. What I love about doing these events are the challenge they offer - pushing me to find my limits. I’ve made it a bit of a tradition over the past several years to do one thing every year, one event that really challenges me. I do this for me, not to try to win or be better than anyone else, but to know that in my 40’s I can still face a challenge and overcome it. Life is busy. Life is hard. Doing these hard things helps keep me strong and able to face the challenges life throws my way. Because we still have to show up. At home. At work. For your family and for your friends. At The Northbound Movement, everyone is welcome. We are built for those who feel they may be too busy or maybe don’t quite know where to start. We’ll meet you where you are, coach you with honesty, hold you accountable and help you build habits that last long after motivation fades. My goal isn’t simply to help you lose weight or finish a workout program. It’s to help you become the kind of person who keeps showing up - for yourself, your family, your career, and the life you want to build. That’s what The Northbound Movement is all about.

What We Believe

Every day we’re faced with choices that shape our health, our habits and ultimately our future. At The Northbound Movement, we don’t ask you to be perfect. Life is busy and not every day goes according to plan. Our programs are designed to fit your life so that you can actually stick with them. Most of us have promised ourselves we’d “get back in shape” or “eat better.” We do well for a few weeks - maybe even a month - but eventually life gets busy and we fall back into old habits. That’s exactly why this program focuses on building habits that fit your life instead of relying on motivation alone. That’s why I ask clients to commit to the process. Real, lasting change doesn’t happen in six weeks - it happens through months of consistent effort, accountability and small improvements that add up over time. We’re not chasing perfection. We’re building the kind of habits that help you show up - for yourself, your family, your career and your future.

Why “The Northbound Movement?”

I grew up in Northern Michigan and still have strong ties to this part of the state. To me, Up North represents something more than a geographical location. Up North, life always feels just a little better, a little easier. If you’re a fan of Happy Gilmore, this would be my happy place. So the name is a tip of the hat to this place, Up North, where I find peace and happiness.

North is also a direction, a place to navigate toward. It’s easy to feel lost when it comes to fitness, nutrition and building healthy habits. That’s where The Northbound Movement comes in, we provide the guidance, structure and accountability to help you move in the right direction.

The “Movement” is about more than exercise. It’s about choosing to move your life forward. One workout. One healthy meal. One better decision at a time. Small actions repeated consistently create lasting change.

Whether your goal is to lose weight, build strength, improve your health or simply feel like yourself again, you don’t have to figure it out alone. The Northbound Movement exists to provide the plan, support and accountability to help you keep moving forward.

I’ll meet you where you are - no matter your experience, coach you with honesty, hold you accountable and help you build habits that last long after motivation fades.

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~ Joe

My Promise to You

North isn’t a destination. It’s a direction. Every step forward matters. Welcome to The Northbound Movement