The Hidden Hustle

With over 38 years in the fitness industry, Joe Tewell has dedicated his career to helping people transform not just their bodies but their lives. Inspired at a young age by the underdog story of Rocky, Joe built a lifelong passion for training, discipline, and personal growth. He founded Live Life Better, a philosophy-driven coaching company, after witnessing how health challenges like cancer, diabetes, and obesity impacted his family. Today, as a leader with X Factor Labs, Joe is pioneering the BioCode program, using DNA and cellular nutrition testing to remove the guesswork from fitness. His mission is clear: empower people to take control of their health, live with excellence, and inspire the next generation of coaches to do the same.