Joe Cross: The Aussie Who Juiced His Way to the Top

You might’ve seen his documentary Fat, Sick & Nearly Dead. If you haven’t, here’s the short version: Joe was 45 kilos overweight, had high blood pressure, high cholesterol, and was living off medication. He hit a point where he knew something had to give. So he ditched the junk, grabbed a juicer, and went all in on a 60-day juice fast. Nothing but fruits and veggies. The result? He dropped the weight, ditched the pills, and found a purpose.

That juice cleanse wasn’t just a personal win it became the foundation of a business that’s made serious noise in the health and wellness space.

From Trading Floors to Juice Bars

Before the juice and the cameras, Joe was killing it on the Sydney Futures Exchange. He launched a bunch of companies in trading and tech, then managed investments for Queensland Press under News Corp. After that, he started putting his own money into early-stage businesses fashion labels, kids’ clubs, you name it.

But the real game changer came when he turned the camera on himself and documented his transformation. That doco didn’t just inspire a few folks it lit a fire.

Building Reboot

Joe launched Reboot Media and Reboot Your Life to help others get on track. It’s part media company, part wellness brand, all built around the idea that more plants = better living. He created programs, community tools, and content that actually help people change their habits.

By 2012, over 250,000 people had joined his Reboot community. His Facebook page had racked up 100,000 fans. He didn’t just build a brand he built a movement.

And it didn’t stop there. Joe launched RebootYourLife Juices, making it easier for people to get raw, real juice into their day without needing a juicer or a chef’s license.

Why Joe’s The Real Deal

Joe’s one of those rare entrepreneurs who actually walked the path first. He didn’t just spot a trend—he lived it. He fixed himself, figured it out, and then showed the world how to do it too.

Here’s why he deserves some spotlight:

• He turned a personal mess into a global message

• He built a brand with real purpose

• He’s helped hundreds of thousands of people get healthier

In a world full of shortcuts and hype, Joe Cross is the kind of guy who puts in the work and backs it up with results. He's an Aussie entrepreneur who's built something that matters and he's just getting started.

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Image Credit: https://namawell.com/en-ph/blogs/journal/joe-cross