Your team · Here for you
Feel strong, healthy and actually supported.
Joe & Co is coaching for women who are done starting over. Live weekly workouts, food you can live with, monthly challenges and daily WhatsApp support from Joe, Joe & Co AI and real human coaches.
Club+ · WhatsApp Coaching
Coaching in your pocket, every day.
Fast AI replies, real human check-ins, and someone in your corner on the days it's hard.
Everything you need in one place
Four pillars. One you that feels amazing.
Move, eat, feel, track — the four things every woman needs to lose weight without losing her mind, her energy or her weekends.
Move
Workouts you'll actually look forward to
Short, guided sessions that fit around real life — kids, work, hormones and all. No jumping around like you're 22.
Live weekly workouts
A weekly rhythm led by Joe. Show up, sweat, laugh, log off — done in under 40 minutes.
50+ programs for every stage
Strength for perimenopause, low-impact fat loss, mobility, walking plans — pick the one that fits this season of life.
Monthly challenges
A fresh 4-week focus every month so you always have something to work toward with the group.
Home, gym or hotel room
Full-length videos plus a 15-minute option for the days everything runs late. Zero equipment guilt.
Eat
Food that fits real weeks, not diet fantasies
No shakes, no cutting out wine forever, no weighing your almonds. Just a way of eating you can actually keep up with.
700+ recipes the family will eat
Quick weeknight dinners, batch-cook lunches and weekend meals that keep you full and on track.
Your nutrition blueprint
A clear, realistic structure for portions, protein and treats — built for women in their 30s, 40s and 50s.
Menus + shopping lists
Plan the week in ten minutes so you stop 'winging it' at 6pm and reaching for the crisps.
Feel
The mindset piece nobody else covers
The hardest part isn't the workout — it's the voice in your head. We coach that too, gently and honestly.
A community that actually lifts you up
Real women in the same season of life. No comparison spirals, no bikini competitions.
Mindset & habit courses
Short lessons on consistency, self-talk, emotional eating and getting back on when life knocks you off.
Daily encouragement
A message on your worst day from someone who actually knows your goals is a game-changer.
Track
Progress you can feel — and see
The scale is one tiny number. We help you notice everything else: energy, sleep, mood, strength, clothes fitting differently.
Workouts & steps
Sync your watch and see the weeks where you showed up — even when the scale is being annoying.
Food & water log
A gentle, low-friction way to stay aware without turning eating into homework.
Sleep, mood & cycle
See how hormones, rest and stress shape your week so you stop blaming yourself for hard days.
Monthly check-ins
Sit down with the numbers each month and adjust the plan together — no guessing.
Daily WhatsApp Support
A coach in your pocket — for the hard days.
The reason women stick with Joe & Co isn't the workouts — it's the support. Fast answers from AI, real check-ins from the team, and someone who notices when you go quiet.
Joe & Co AI, 24/7
Instant answers on workouts, meal swaps, portion sizes and the 10pm 'is this okay to eat?' moments.
Real humans, really involved
Joe and the coaching team check in personally — birthdays, tough weeks, big wins. They know your name.
Priority replies
Club+ members get quick, thoughtful responses seven days a week. No waiting for Monday.
A plan that adapts
Travel, hormones, hectic weeks — your plan flexes with your life instead of shaming you when life happens.
Joe & Co Coaching
online
Memberships
Two ways in. Zero pressure.
Start with Club and get everything you need to move and eat well. Go Club+ when you're ready for a real coach in your pocket. Cancel any time.
Self-guided
Club
The full Joe & Co app — workouts, recipes, community. Perfect if you're self-motivated and want a proven plan to follow.
- 3000+ on-demand classes for every energy level
- New live workouts added weekly
- 50+ programs — strength, low-impact, walking, mobility
- 700+ family-friendly recipes
- Nutrition blueprint built for women 30–60
- Warm, women-only community
Coached
Club+
Everything in Club, plus daily WhatsApp support from Joe & Co AI backed by real humans who know your goals, your weeks and your hard days.
- Everything in Club
- Daily WhatsApp support from Joe & Co AI
- Personal check-ins from Joe & the coaching team
- Priority replies, 7 days a week
- A weekly focus tailored to you
- Monthly 1:1 progress review
Prices in ZAR. No contracts. Cancel from your account any time.
This isn't another app
A coach who knows your name and a plan that changes with you.
Joe built this for the women he was seeing get lost in the fitness world — juggling careers, kids, hormones and their own health last. You get the workouts, the food, the accountability and a human on the other side of the screen who actually cares whether you're okay.
30K+
Women coached
50+
Programs to choose
12K+
Kilograms lost
24/7
WhatsApp support
Real women, real weeks
"I finally feel like myself again."
I'm 47 and I've tried everything. This is the first year I've felt in charge of my body instead of fighting it. The WhatsApp check-ins keep me honest without making me feel bad.
Tracey
Club+ member · lost 11kg
Nine months in and I have energy I haven't had since my thirties. I eat with my family, I lift weights, and I finally like getting dressed in the morning.
Sharon
Club member · 52
Being able to WhatsApp Joe and the team on a hard day is worth every rand. It feels like coaching, not another app I'll forget about in a month.
Cindene
Club+ member · 38
Your turn
You don't need more willpower. You need the right people and the right plan.
Join the women 30–60 who train with Joe every week and stop starting over. Cancel any time, no contracts, no crash diets.
Start with Joe & Co