Food ruled my life for 17 years...but these days I can eat what I want, when I want, without gaining an ounce of jiggly fat.

I honestly can’t believe I’m saying that right now. I always thought that eating what you want, when you want was something reserved for “other people,” but not me - I didn't have the genetics for that.

For 17 years, I was under the impression that I had to be regimented with my food. After all being regimented had worked magic for me in the gym. My regiment got me to a 500-pound squat, 500-pound deadlift, and 350-pound clean, despite never being the most athletic or strongest guy in the gym. 

I figured it worked well in the gym, it had to be the best way to manage my food. 

How wrong I was…

From the moment I woke up in the morning until the time I went to bed, food was always top of mind. I thought about it, judged it, scrutinized my bad eating decisions, counted my calories, timed my meals, missed chips, longed for pizza, made plans around my current dietary restrictions, got super excited thinking about having a doughnut on Saturday, got a little scared if I enjoyed a meal out with my friends, and punished myself with steamed chicken, broccoli, and brown rice.

I loved food but hated it at the same time.

It gave me so much pleasure and so much anxiety. But, I thought it was the price I had to pay for results.

No matter what I was doing, who I was with, food was always at the top of my mind. I was constantly in a tug of war with my conscience on what I could eat, how much I could eat, when to eat, when not to eat, and who to eat with.

So, naturally, I dieted myself into pure misery.

It was the only way I could possibly stay regimented. Deep down inside, I believed I didn’t diet, I would eat everything and anything in sight.

My life became a revolving door of diets. When one diet didn’t work, I’d take a break and jump to the next. I’d lose weight and gain weight. Up and down and around and around I went.

In my 17 years of dieting, I lost and regained weight no less than 20 times using what I thought were new, exciting, and life-changing diets. 


  • Paleo
  • Primal
  • Zone
  • Atkins
  • Low Carb
  • High Carb
  • Low Fat
  • Macro Counting
  • Clean Eating
  • Watching What I Ate
  • Salads for 21 Days Straight
  • Whole 30

I even did the 300 diet (The diet that actors from movie “300” used to get shredded.)

Yea, I did em’ all.

Pretty crappy track record, right? For 17 years, I bounced between 200-220. At 220, I’d diet. At 200, I’d eat. 

The Same Cycle Over and Over

And despite the different science or food choices every diet required, my story seemed to be exactly the same:

Step 1: I’d get really motivated to get in shape.

Step 2: I’d go shopping on Sunday afternoons and only buy healthy stuff.

Step 3: I’d prep all my meals and stuff them in Tupperware.

Step 4: I’d eat every 3-4 hours.

Step 5: I’d drink 1 gallon of water a day.

Step 6: I’d read motivational quotes to keep myself focused.

Step 7: I’d work out super hard for 2 hours at the gym. I’d try to stuff in extra cardio if I could.

Step 8: I’d keep all the junk food out of my house.

Result: I’d lose weight.

But three months later:

You could find me sprawled out on my couch:

Buried under Chinese food boxes.


Elbow-deep in a bag of chips.

Scraping the cheese off of pizza boxes.


And licking the sugar off of doughnuts.

All that time.

All that effort.

All that work.

All to be erased in a few bad weekends. 

The weight would inevitably find me again. 
And I would start the process all over again. 

Sound familiar?

Then there was the time I was naked, scared, and staring at the scale wondering if my nightmare number would come up. 

Finally, I hit a tipping point……. 

After repeating this cycle 20 times in my life, I couldn’t diet any longer. I couldn’t get motivated or even make it 3-4 days without binging on junk food. I was 50 pounds overweight, depressed, and hadn’t been on a date in months. 

I felt like such a complete and utter failure. For all the success I had in other areas of my life, my battle with dieting felt like a constant wet blanket that extinguished the flame and excitement of every other accomplishment. 

So there I was, naked, staring at the scale in the bathroom, filled with fear. 

I knew I had gained weight and I needed to weigh myself to see where I was at. 

I knew something was wrong. 
I felt off. 

I continued staring at the scale and was terrified of what the number was going to reveal. 

I finally manned up, took a deep breath, and stepped on the scale. 

237 lbs. “HOLY SHIT! I gained 50 pounds since I graduated from college.”

“I’m certified grade AAA fat!”

I was standing there looking at the number in disbelief. I felt a rush of heat come up from my belly to my face. My anxiety was suffocating. 

“I am the biggest, fattest, most pathetic loser of all time. Of course no one wants to have sex with me. Of course I have no social life, or money, and my life is a mess - I can’t even control myself around a freakin’ cookie." 

I felt deflated. 

All the missed fun.
All the extra work preparing. 
All the extra effort at the gym sweating. 
And for what? For this?

No, this couldn’t be my reality. 

Sadly, it was. 

For the past 17 years, I was constantly the guy who was meal prepping, giving my friends diet advice, eating healthy every time I was out with my boys, and only buying healthy groceries. 


And somehow, it was always my fault. 
It was never the diet’s fault. 

According to everyone -- if I lost weight, then the diet worked. 
So I must be the one who screwed it up if I gained the weight back! 

I felt like screaming “FUCK ALL OF THIS!”

I was angry.
I was tired.
I was miserable. 
And I was sick of it all.
Something was missing. I just didn’t know what it was.

Sound familiar?

Diet Trap

Welcome To The Soul-Sucking Diet Trap

If you are anything like me, you've probably tried a few diets in your life. You are probably looking for a diet that gives you control over what you eat.

The diet that:

  • Takes you from Dud to Stud.
  • Makes people notice you when you walk into a room.
  • Gets you into smaller clothes.
  • Let’s you throw off your shirt at the beach without thinking.
  • Gets you laid more.
  • Helps you make more money.
  • Makes you feel more confident at work.
  • Helps you make more friends.
  • Turns you into Super Dad.
  • Transforms you into Husband of the Year.

How great would that be?

All you have to do is go on Keto for 3 months and…. 

Poof - you’re a different person.

You’ll look in the mirror and love what you see.
You’ll have 18x more sex, overnight! 
You’ll walk up to women at bars and never get rejected.
You’ll have more friends because people like you more at a smaller size. 
You’ll instantly have a six pack for life. 
You’ll run faster, jump higher, and lift heavier.

Womp, Womp. It’s a fantasy. 

The idea that a single “diet” or “plan” will transform you into someone else over three months is a deluded fantasy the dieting world will sell you over and over again to keep you dieting.

Honestly, I fell for it. And if you’re reading this story, you probably have as well. 

But I want you to know that it’s not your fault. There is a 66 billion dollar per year industry dedicated to this cause, and it consumes more and more people every single year.

But, I’m here to flip the script on the god awful dieting industry. 

Because as it turns out…

No Diets


Dieting is dangerous. Plain and simple.

It destroys your body.
It destroys your mind.
It destroys your body image.
It destroys your relationship with food.
It destroys your self-trust.
It destroys your metabolism.

It is the root cause of emotional eating and feeling totally out of control around food.

It’s been scientifically proven that dieting leads to a dramatically increased likelihood of emotional eating, binge eating, and a poor relationship with food.

The irony of it all and what 99.9% of people don’t understand is:

The number on the scale is not the end-all, be-all.

Just because the number on the scale changes, doesn't mean you are doing something right.

Dieters are the most successful at moving the number on the scale down quickly. BUT, they are also most successful at moving the number on the scale back up quickly.

HOW you eat and WHY you eat are infinitely more important to making weight loss last than watching the scale drop each week.

If you want to change the number on the scale for good, you must change your relationship with food, FIRST. Then, and only then, can you change the number on the scale and make it last. 

Here’s the thing - your relationship with food, your weight, and your body image CAN’T change under the rules and restrictions of a diet. 

Healthy relationships are not bound by rules and restrictions. They flourish when there is trust, communication, mutual respect, and love.

Dieting is the polar opposite of healthy relationships. 

The longer you diet, the longer you live in an endless loop of losing and gaining weight, loving and hating food, and loving and hating your body.

You will burn the most precious resource of all, your time on this planet - Time that you could spend:

  • Taking your spouse out on a date or going on an amazing vacation together.
  • Taking your kids on a vacation they will never forget.
  • Helping your kids with their homework.
  • Outside with your kids playing sports, hiking, or playing.
  • Hanging out with old friends.
  • Making new friends.

The longer you diet, the more you will destroy your self-confidence and self-trust. Without these two, your life stays in neutral.

You’ll miss moments drowning in details that don’t even matter. Instead of making memories, you’ll only have regrets. 

When I realized how much time, money, effort, and moments of my life I wasted or missed, I knew I had to do something about it.

So, Here’s What I Did About It

(And Why I Created No Diet Man)

I did fat loss wrong for sooooo long. 

I fought an uphill battle through diet after diet. 
I was frustrated that I could never stick to a single one. 

All that time. All that effort. Gone. 
Tens of thousands of dollars. Gone

Time I could have used to go out on more dates, spend time with my friends or family, read, or grow my business. 

Money that I could have spent on vacations, used to drink better scotch, buy new clothes, rent a nicer apartment, or invest in my retirement. 

All gone and never to be seen again.

No man should ever have to go through what I went through.

I started No Diet Man so you don’t have to struggle like I did:

  • You don’t have to let food constantly stress you out.
  • You don’t have to feel like a deadbeat every time you eat a slice of pizza or have a doughnut.
  • You don’t have to follow lists of good and bad foods.
  • You don’t have to eat little balls of dry and crusty sadness (aka almonds) every time you want to have chips.
  • You don’t have to feel horrible about your body and use that as motivation to change it.

These stigmas will suck you in and steal the best parts of your life if you let it. 

And it's one big lie that’s been sold to us. As men, we don’t have anyone who can help us with this stuff. We get slapped on the ass and are told to “man up”, “get motivated”, or my favorite... 

“Stop being such a fat ass.” 

That advice was given to me 1000x and it only made my condition worse. 

Now, I’ve been fortunate to be able to remove myself from the claws of dieting, emotional eating, crappy body image, and weight gain.

It’s time for me to pay it forward, and share that gift with you.

Let’s get you into the best shape of your life. But, let’s do it the right way. 

I’m going to show how food can make life’s moments even better, instead of torment you. 

Imagine how good your life would be if you didn’t think about food all the time. If you didn’t miss the junk food you were constantly resisting. If you didn’t wake up regretting the food you ate the night before. If you could go to restaurants and not have to save face, but you could genuinely feel in control around food 100% of time. 

Welcome to the No Diet Revolution. I can’t wait to meet you.

Coach Joe

Left: June 2015, 245 lbs
Right: July 2018, 195 lbs (and some abs peeking their head!!)

To learn how you can turn your imagination into reality, come learn the same methods and secrets I’ve used to quit dieting, stop emotionally eating, change my relationship with food, and lose 50 pounds and keep it off forever, as well as used to help hundreds of men exactly like you to do the same. I reveal all you need to know on my free No Diet Masterclass, which you can register for right here:

FREE No Diet Workshop

  • My specialized system, The No-Diet method, and how it breaks the pattern of binging, stress eating, and thinking about food 24/7 (if you follow the method I’m going to share with you to the letter, you’re finally going to experience what freedom around food feels like).
  • How 99.99999% of the information that has been fed to you about nutrition is either biased or plain wrong (simply throwing away all the misinformation will make eating feel easy, fun, and free, rather than strangling you with stress.)
  • Why mainstream dieting advice you hear NEVER, EVER works (and how it’s more hurtful than helpful to your metabolism and relationship with food.)
The No Diet Method - Cover
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