Starting Small, Thinking Big: A Trainer Who Built an Empire
Introduction
Some people are born into stability; others are shaped by constant change. Joe, known humbly as “Just Joe”- is the latter. Joe became a student of life long before he was a teacher in it, having relocated more than 20 times before the age of 21 across nine different educational systems. That turbulent foundation didn't weaken him- it refined him. His upbringing gave him the rare ability to adapt swiftly, read people deeply, and operate with empathy. He learned early that while the world is often unpredictable, one’s response to it is a choice. Joe chose growth. CEOs are typically thought of as polished businesspeople who enter leadership positions after attending elite universities or following corporate fast tracks. However, for Joseph Pedatella, the path to success started as a modest trainer on the gym floor. Working his way up and learning the business from the ground up, he had nothing but an unwavering work ethic and a love for assisting others. After turning a single opportunity into a national brand success, Joe now leads a flourishing franchise empire. This is the story of how a frontline worker became a powerful CEO through perseverance, foresight, and an unshakable dedication to his craft.
In a conversation with Leap Brands President Chaz Cervino, Joe explained that he began working as a personal trainer in 1998 at a facility named Spa 23. He quickly discovered that his passion was serving others; helping them develop not just their physique, but their lives. That gym served as a testing ground, not just a job. He learned the value of self-discipline, reliability, and supporting others even when they couldn’t support themselves. His life mission has always been rooted in service. While his ventures have since grown into sophisticated, long-term business strategies, he’s the first to say: “Enjoy what you do, and the money becomes a byproduct.” That philosophy has kept him grounded in a world obsessed with instant gratification and material benchmarks. Joe doesn’t chase wealth, he chases fulfillment. According to him, genuine connections, influence, and yes, financial success follow when your work is an extension of your spirit, but only if they are the result of meaningful work. Joe positions himself as the most teachable and adaptable person in the room. Throughout his journey, he’s formed relationships that have turned into mentorships. He listens before he leads and absorbs before he acts. Every facet of his career and personal growth has been influenced by this way of thinking. Joe believes that learning occurs in everyday interactions and isn’t limited to formal institutions. He finds clarity in feedback, strength in teamwork, and wisdom in honest discussions.
Joe's Goal
As expressed in his company’s core values- Play, Growth, Passion, Vulnerability, Communication, and Accountability- Joe’s goal is to provide a one-stop shop where the whole family can go to connect, grow, and stay healthy. However, unlike many entrepreneurs who build businesses with the intention of stepping back, Joe is adamant about staying involved. He’s passionate about what he’s building and doesn’t want to become an outsider. He wants to develop systems from the inside out, test them, and use real-life experience to improve them. To lead with authenticity, he believes you need to live the experience your team and clients are having. This is where his focus on Standard Operating Procedures (SOPs) becomes critical. Joe views them as living documents, ones that evolve with the company rather than remain fixed. In his eyes, SOPs are a way to scale excellence without losing the soul of the business. Every meaningful journey includes hardship. For Joe, one of the most defining moments came with the loss of his father. It could have broken him, but instead, it opened a door. Rather than collapse under the weight of that pain, Joe asked himself two transformative questions: “How do I learn from this? And how do I fix it?” This mindset of “viewing adversity as opportunity” has become one of his core philosophies. To Joe, defining moments don’t define you unless you let them. They are not endings; they are simply pivots. He believes that within every setback lies a blueprint for a comeback if you’re willing to look for it. This perspective has helped him not just navigate life’s challenges, but also guide others through theirs.
Joe considers the long term in everything he does. He’s a firm believer in the compounding power of relationships, habits, and self-improvement along with financial investments. Over time, small actions taken consistently lead to significant impact. That’s why he cautions against the lure of quick wins. Joe remains patient in a culture that celebrates overnight success. He knows that real change, fulfillment, and legacy take time- and that’s perfectly okay! Greatness isn’t found, it’s built.
Inspired by entrepreneurial success? Leap Capital supports visionary leaders in the franchise industry, connecting them with the resources and partnerships they need to thrive. Visit leapbrands.io to learn more.