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Coach Joe, 1/10 Treasure Lane, West Auckland (2026)

10/04/2026

Last year… I fell off. Hard.

I stopped training for 10 months.
Gained 20kg.

But that’s not even the worst part.

It wasn’t just “being busy.”
It wasn’t “losing motivation.”

Life stacked up.

Stress.
Long days.
No energy.
Drinking more than I should’ve.
Eating whatever was easy.
Telling myself, “I’ll get back into it next week.”

Next week never came.

And slowly… I stopped recognising myself.

Not just physically — mentally too.
Flat. Frustrated. Snappy.
Felt like I was letting myself (and everyone else) down.

Here’s the truth no one really talks about 👇

Even coaches. Even trainers. Even the “fit guys”…

We all go through seasons where we fall off.

Where consistency disappears.
Where life punches you in the face and your routine is the first thing to go.

The difference?

Not never falling off…
It’s how long you stay there.

Because at some point I had to have a real chat with myself:

👉 “Are you just going to stay here?”
👉 “Or are you going to do something about it?”

So I started small.

Walks.
A couple of basic workouts.
Cleaning up one meal at a time.

Nothing sexy.
Nothing extreme.

Just showing up again.

And that’s what I help my guys with now.

Not perfection.
Not 6-week shred nonsense.

Just getting back on track…
When life inevitably throws its curveballs.

Because if you’re feeling like this right now—

You’re not broken.
You’re just off track.

And you can fix that.

Start small. Start messy. Just start.

Coach Joe. 👊

10/04/2026

Blokes…

I’ve started a private Facebook group for guys who are sick of feeling stiff, sore, and carrying a bit too much around the gut.

Inside I share:
✔️ Simple workouts you can actually stick to
✔️ Mobility stuff to loosen up tight hips, backs, shoulders
✔️ Easy nutrition tips (no extremes, no BS)

It’s all the stuff I use with my clients — just made simple.

I’ll also be dropping things like **free Brobility sessions**, tips, and challenges in there from time to time.

If you want in, comment “GROUP” and I’ll flick you the link 👊

Coach Joe.

08/04/2026

The biggest lie the fitness industry tells men over 40…

“You just need more discipline.”

That’s the lie.

You’ve heard it everywhere.

From podcasts.
From Instagram.
From guys like Rogan and Goggins saying:
“Stay hard.”
“Be disciplined.”
“Just get it done.”

And don’t get me wrong…

I’m a massive fan.

That mindset has its place.

But try relying on discipline when you’re:
– Running on bugger-all sleep
– Flat out at work
– Dealing with a sore back, tight hips, dodgy shoulders
– And still trying to be present for your family

It’s not that you’re lazy.
It’s not that you don’t care.
And it’s definitely not that you’ve “lost it.”

It’s that no one ever showed you how to train and eat for your life now.

Because the fitness industry is still pushing:

“Train harder.”
“Go 6 days a week.”
“Push through it.”

That works… when you’re 25.
Or when you’ve got the time, recovery, and lifestyle of an athlete.

At 40+?

That just leaves you wrecked, sore, and back on the couch thinking,
“Stuff this.”

Here’s the truth:

You don’t need more discipline.
You don’t need more motivation either.

You need a plan that works *without* having to rely on either.

✔️ Short, effective sessions
✔️ Strength work that supports your joints
✔️ Simple nutrition (not chicken, broccoli, and misery)
✔️ A system that fits your life — not fights it

Because the goal isn’t to train like a pro athlete…

It’s to:
– Move without pain
– Drop the gut
– Have energy left for your family
– And feel like yourself again

That’s what we do at Average Joes.

No BS. Just results that actually last.

If this hits home, chuck a 👍 or send me a message.

Let’s get you moving properly again.

Coach Joe.

07/04/2026

Coach Joe.

03/04/2026

The moment I realised I’m not 25 anymore…

Wellington Sevens. Two big nights on the p**s.
Younger me? Straight back into it like nothing happened.

Current me?
Out on the dock at 7am…
Doing cat-cows like a wounded Labrador 🐕

My mate’s cracking up taking photos while I’m there like:
“Just gotta loosen the spine, bro… we go again today” 😅

But here’s the truth…

It’s not that we’re getting “old” —
It’s that we actually have to look after the body now.

👉 Mobility matters
👉 Recovery matters
👉 Moving well matters

Because if you don’t…
That second night turns into a write-off real quick.

This is literally what I help my crew with.

Not becoming gym junkies.
Not living like monks.

Just being able to:
✔️ Train hard
✔️ Enjoy a few beers
✔️ Still move like a weapon the next day

Because being fit over 40 isn’t about restriction…

It’s about staying in the game longer 💪

Anyone else had that “yeah… I’m not 25 anymore” moment? 😂👇

Coach Joe.

01/04/2026

I hear it all the time:
“Mate, I just don’t have time to train anymore.”

But when we actually break it down…
it’s not time that’s missing.

It’s energy.

👉 You wake up tired
👉 You get through work drained
👉 You get home and you’ve got nothing left

So yeah… training feels impossible.

Not because you don’t have time—
but because you’re running on empty.

Most blokes over 40 aren’t lazy.

They’re just:
✔️ Not moving enough
✔️ Eating on the run
✔️ Sleeping average at best
✔️ Stressed and switched on 24/7

So by the end of the day…
of course the gym is the last thing on the list.

Here’s the kicker 👇

Training isn’t the thing that drains your energy…
it’s the thing that gives it back.

The right kind of training:
✔️ Boosts your energy
✔️ Improves your sleep
✔️ Reduces stress
✔️ Gets you feeling like yourself again

But most guys never get to that point…
because they’re waiting to “feel ready” first.

You don’t wait until you have energy to start.
You start… so you can get your energy back.

If you’re feeling flat, tired, and stuck in that cycle…

Comment “ENERGY” and I’ll show you how to train without burning yourself out.

Coach Joe.

31/03/2026

One of the boys was sitting over 180kgs…

And it wasn’t about looking better anymore.

It was about health.

His blood sugar levels were creeping up,
and the word “diabetes” was starting to get real.

No extremes. No fads.

Just a decision:
👉 “I’ve gotta do something.”

So we kept it simple:
– A bit more movement each week
– Better food choices (not perfect, just better)
– Showing up, even when he didn’t feel like it

And over time…

Weight started dropping.
Energy started improving.
And the big one…

👉 His diabetes readings came down.

That’s a win.

Not a 6-pack.
Not a before-and-after flex.

A proper, life-changing win.

If you’re feeling like things are slipping a bit…

You’re not stuck.

You just haven’t started yet.

Comment “KEEN” and I’ll help you get the ball rolling.

Coach Joe.

27/03/2026

Allow me to reintroduce myself…

I’ve been in the fitness industry for over 20 years now… which still feels weird to say out loud.

Because if you asked anyone who knew me back in the day, I’d be the LAST bloke you’d expect to end up owning a gym or coaching people for a living.

At heart, I’ve always just been an introverted art geek.

Before this life, I was an animator… a fibreglasser… a kitchen hand… bouncing between jobs, trying to figure out where I fit.

What I didn’t realise at the time was all of it was shaping me.

Because for me, this job — helping people — is a form of art.

It’s problem-solving.
It’s creativity.
It’s understanding people.
It’s helping someone rebuild themselves from the ground up.

And somewhere along the way… I found that I loved it.

These days, my focus is simple:

Helping introverted blokes over 40…
With beer bellies, tight hips, and buggered backs…

Become stronger, healthier, and more confident versions of themselves.

No fluff.
No ego.
Just real people getting better.

Still an art geek at heart… just using a different canvas now.

Coach Joe.

24/03/2026

Why do blokes over 40 get a “beer belly”…
even if they don’t drink much?

Hint: it’s not the beer. 🍺❌

And it’s not just “getting older” either.

What actually happens is a slow build-up of habits…

👉 You’re moving less
Work, kids, life… you’re just not as active as you used to be

👉 You’re eating more without realising
Snacks here, bigger portions there, a few extras that add up

👉 You’re more tired = less motivation
So training gets pushed back… or doesn’t happen at all

👉 You’re tighter and less mobile
Which makes training feel harder… so you avoid it

👉 And it snowballs
Less movement → less energy → more weight → even less movement

Before you know it… the gut shows up.

It’s not one big thing.
It’s a bunch of small things stacking up over time.

The good news?

You don’t need to train like a maniac or give up everything you enjoy.

You just need to start stacking better habits back the other way. 💪

If you’re keen to beat the beer belly, comment KEEN and I’ll send you my top tips 👊

Joe.

17/03/2026

Testimonial Tuesday 🙏
High praise… but the real credit goes to the work this legend is putting in.

Joe.

12/03/2026

⚠️ QUICK UPDATE ⚠️

Since announcing my new Online Coaching Program for blokes over 40, I’ve had a bunch of messages from guys who are dealing with the same stuff:

• The gut creeping up
• Back feeling stiff or sore
• Energy not quite what it used to be

Which honestly doesn’t surprise me.

Most men hit their 40s and realise the training methods they used in their 20s just don’t work anymore.

That’s exactly why I created this program.

Right now I’m giving 3 Kiwi blokes the chance to try it FREE for 2 weeks.

But I’ve only got 1 spot left.

Over the 14 days we’ll focus on:

✔ Losing a bit of the gut
✔ Moving better and easing those tight joints
✔ Building simple habits that fit real life

No crazy diets.
No smashing yourself in the gym.

Just practical coaching built for blokes over 40.

If you want to grab one of the last spots, comment YES below or flick me a message and I’ll send you the application form.

And if you know a mate who’s been saying “I need to sort myself out” — tag him below.

Joe.

11/03/2026

🔥 QUICK QUESTION FOR BLOKES OVER 40 🔥

Have you noticed that things start changing a bit once you hit your 40s?

The gut slowly creeping up…

Your back feeling stiff or sore more often…

Energy not quite what it used to be.

And when you decide you want to fix it, you realise something frustrating…

Most fitness advice online is built for 20-year-old gym junkies — not busy blokes with jobs, families, and bodies that have taken a few knocks over the years.

So you try a few things…

Maybe hit the gym hard for a few weeks.
Maybe try cutting carbs or some random diet.

And then life gets busy again and it all falls off track.

Not because you’re lazy.

Because the approach wasn’t built for you.

That’s exactly why I’ve started my Online Coaching Program designed specifically for Kiwi blokes over 40.

And right now I’m looking for 3 guys to try it FREE for the next 2 weeks.

Here’s what you’ll get:

✔ A quick consultation so we can work out where you’re at
✔ A simple training plan that works with your body
✔ Nutrition guidance that actually fits real life
✔ Accountability and support from me for the full 14 days

The goal is simple:

Help you lose the gut, move better, and feel good again.

If you'd like to be considered for the 2-week trial, comment YES below or send me a message.

I’ll be choosing 3 guys to work with personally.

Joe.

Coach Joe

10/04/2026

10/04/2026

08/04/2026

07/04/2026

03/04/2026

01/04/2026

31/03/2026

27/03/2026

24/03/2026

17/03/2026

12/03/2026

11/03/2026

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