Joe’s Story…

Joe believes you create your own future. In fact, he had to. As an active young boy in the great outdoors, Joe experienced two life changing events that would throw his life into turmoil and conflict.

What event’s have affected you in your life?

At the age of 14 Joe was involved in a serious near fatal road incident that left him in a wheelchair for a year. Undaunted, Joe resumed his life and achieved things he was told were not physically possible.

Then at the age of 37 whilst on selection with the UK’s Elite Special Forces (S.A.S.), He was blown off a mountain ridge during a military training exercise, falling some 400 feet, breaking his neck, leading to two spinal injury consultants determining a prognosis of lifelong paralysis.

Paralysis brought with it the unwelcome dependence on Joe’s parents, as a result of a bitter divorce, losing everything but his self-respect. Both the event at the early age of 14 years and his later incident were devastating and caused Joe to question his view of the world and his part in it.

One thing Joe recognises is these experiences presented him with an opportunity to choose how his life would pan out and, on both occasions, he chose to move forward using each incident as his guide to achieve success, and not accept what fate seemed to have handed him. On both occasions he made a conscious decision to improvise, adapt and overcome and, in doing so, transformed his life.

Joe holds the personal proof that every single pivotal moment in your life, gives you the opportunity to choose how your life turns out rather than let life just happen to you. 

Does that make sense?

To achieve your true purpose in life, you need to make a choice. A choice whether to succeed or roll over and accept things just as they are. 

Joe’s passion and purpose in life is to enable people like you to realise their full potential. 

This drive and vision brought Joe to establish The Transformer Lifestyle Company, and also found the charity Transformation for Veterans.

The mission now is to help and connect 10 million veterans and Business Owner Entrepreneurs so they can achieve the goals, dreams, and aspirations they deserve. 

Joe believes everyone has the capability to do anything they set their mind to. Joe appreciates this more than most because he had to train endlessly to learn the skills to train people to develop a clear mindset and help them transform their lives for the better.

So, consider the following factors. If Joe could overcome serious adversity and, in doing so, learned some valuable life lessons. Don’t you feel you can too? 

Having studied for over 35 years as a Wealth Management Specialist and achieved Trainer status in NLP Communications (Neuro-Linguistic Programming) and Hypnotherapy and Master of TimeLine Therapy, Joe has decided to extend his knowledge to You.

Learn from my experiences

THOUSANDS of people have conquered seemingly impossible challenges with my coaching for nearly 40 years…

Business & Personal

Joe has been coaching wealth management and financial strategies for over 35 years reaching over 5,000 people. Of those, 80 per cent have been veterans and business owner entrepreneurs. His programme has helped his clients become financially free and created many millionaires 

In his former years Joe provided Physical Training and Coaching to 1000’s of people to fulfil their personal fitness goals. Whether that be to run a 5Km, 10Km, a marathon or even to compete in extreme physical challenges such as Triathlons. A number of his students were selected for the Liverpool Harriers (a British Athletics League organisation that has boasted 53 Great Britain International Athletes, some of which representing GB and Northern Ireland in the Olympic and Paralympic Games).


During Joe’s military career heI trained and coached over 10,000 serving and ex-military personnel in a whole myriad of different ways:

  • Skills Development
  • Confidence-building
  • Leadership & Initiative
  • Mindset
  • Team Building
  • Combat Engineering
  • Extreme conditions combat & survival.

Drop us a line, we’d love to have a chat with you