Joe’s Story…

I believe you create your own future. In fact I had to. As an active young boy in the great outdoors I experienced two life changing events that would throw my life into turmoil and conflict.

At the age of 14 I was involved in a serious near fatal road incident that left me in a wheelchair for a year. Undaunted, I resumed my life and achieved things I 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.), I was blown off a mountain ridge during a military training exercise, falling some 400 feet, breaking my neck, leading to two spinal injury consultants determining lifelong paralysis.

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

One thing I can say is these experiences presented me with an opportunity to choose how my life would pan out and, on both occasions, I chose to move forward using the incident as my guide to achieve success, to not accept what fate seemed to have handed me. Both times I made a conscious decision to improvise, adapt and overcome and, in doing so, transformed my life.

I have the personal proof that every single pivotal moment in your life, you can 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. My passion and purpose in life is to enable people like you to realise their full potential. This drive and vision brought me to establish my company, The Transformer Lifestyle Company, and also found the charity Transformation for Veterans.

I believe everyone has the capability to do anything they set their mind to. I also developed skills to train people to develop a clear mindset and to help them transform their lives for the better.

So, consider the following factors. I overcame serious adversity and, in doing so, learned some valuable life lessons. Don’t you feel you can too? Having studied for many years as a Wealth Management Specialist and achieved Trainer status in NLP Communications (Neuro-Linguistic Programming) and Hypnotherapy and Master of TimeLine Therapy, I extend my knowledge to those who want to benefit.

Learn from my experiences

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

Business & Personal

I have been coaching wealth management and financial strategies reaching over 5,000 people, 80 per cent of which have been business owner entrepreneurs.

I have been providing Physical Training and Coaching to 1000’s of people to fulfil their personal goals to run 5Km, 10Km and even a marathon level races or to compete in extreme physical challenges such as Triathlons, to even coaching an individual to be 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 my military career I 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
  • Extreme conditions combat & survival

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