Joanne was born in the northeast of England, which is not exactly the health capital of the world. However, as an athlete, she traveled the world and eventually settled in Venice, California as a personal trainer in the Mecca of all things fitness: Golds Gym Venice.

In the 1980s and 90s, Joanne competed as a professional bodybuilder. At the time, the sport was quite new, and it was the only avenue available for competitive physique athletes. It was the one sport that was entirely focused on body composition. Although it seems extreme to some, in order to succeed, you have to become somewhat of an expert in nutrition and physiology.


Joanne became known as the trainer that could get her clients stage-and-camera-ready. She taught her clients how to lose unhealthy weight and gain lean weight, and she showed them the last minute adjustments they could make to be ready for a special day or event.

In the early 2000s, Joanne wrote a seminar series entitled, “If Diets Worked We’d All Be Skinny” and was able to present what she knew to a wider audience. What encouraged Joanne was that people really wanted to understand how they could be better. What frustrated Joanne was that the dinosaurs in the weight loss industry were setting people up to fail with restrictive, product-driven diets that could not work in the long run.

As Joanne got closer to 50, her personal trainer business continued to thrive, but she became increasingly in-demand as a nutritionist, especially to people whose bodies were starting to change with age. They had figured out that their weight had nothing to do with calories and reached to Joanne for help.

The approaching milestone was pushing Joanne to make some changes. After 24 years Joanne left Golds Gym Venice, nobody would disagree that she was recognized as the top female trainer in the most famous gym in the world. A move was made to Eagle Idaho, where Joanne and her husband Kevin built their own personal gym. Personal training and one on one nutrition can be very much of a luxury and now Joanne is able to also offer 1 and 2 day workshops where The Shrink Shop can offer intensive nutrition and training programs, Please contact directly for details on dates etc

Joanne works with both men and women, often people bring their teenagers to see Joanne to get them off to a good start or to help them with their sports.
One demographic Joanne is especially passionate about is ladies over the age of 35. A lot of things start to change and women tend to give in to the changes of time – it does not have to be that way so look out for Joanne blog just for the ladies, also workshops specifically with these women in mind.