Meet Joey | Inclusive Fitness & Mindset Coaching for the LGBT+ Community

Looking for a wellness coach who truly gets what it means to grow up feeling different? Meet Joey, founder of Inclusive Fitness & Mindset—an empowering coaching space in Sitges, Spain, created by and for the LGBT+ community. Whether you're based locally or travelling through the Garraf region, Joey’s approach to fitness, mindset and nutrition is designed to help you build strength, confidence and self-worth—without the judgment, shame or confusion of mainstream gym culture.

Hey Joey, thanks for taking time to speak to us today.

A journey of self-discovery and why Joey started Inclusive Fitness

Growing up gay, I always felt like I was on the outside looking in: anxious, unsure of myself, constantly overthinking how I looked and how I was being judged. I was skinny, lacked confidence, and had no clue how to eat or train in a way that actually worked for me. I thought fitness was just about lifting weights or following some influencer’s diet plan. But what I really needed was something deeper, something that aligned my body, mind, and identity.

It took me years to figure it all out. Years of trial and error, poor eating habits, body image issues, and mental health struggles. But over time, I built muscle, gained confidence, transformed how I saw myself, and learned how to fuel my body in a way that felt empowering, not punishing.

My mission is to help gay & trans men and the wider LGBT+ community:

●      Build a strong, confident body through personalized fitness training that works.

●      Understand nutrition and create a positive, sustainable relationship with food.

●      Rewire their mindset to overcome anxiety, shame, and judgment around being gay and to become a confident professional in business and life.

Now, I want to help others in the LGBT+ community do the same, but without the years of confusion and struggle I went through.

What does inclusive wellness really mean for LGBT+ clients?

As a gay man, I have  learned that true wellness means feeling safe in your body, proud of who you are, and free from the anxiety, shame, and judgment that so many of us grow up with. It’s the balance between physical health, emotional resilience, and a strong, empowered mindset. That is exactly what my business is built to support. Through coaching that combines physical transformation with mental and emotional growth, I guide my clients to not only change how they look, but how they live.

What makes your approach unique compared to others in the wellness industry?

What makes my approach unique is that it’s built for the LGBT+ community, by someone who truly understands the struggles we face. My program is designed like a course, everything is structured, educational, and delivered through a private client portal. By the end, my clients walk away not only with physical results, but with the knowledge, tools, and confidence to continue this journey on their own. They are fully equipped to maintain their progress, keep growing,make new amazing recipes, use their mindset skills to find contentment and shut out the noise and even help others by spreading the message. This isn’t just about short-term change, it’s about long-term empowerment, in a space where you feel seen, supported.

What’s the philosophy or core values that guide your work?

At the heart of my work is the belief that everyone deserves to feel strong, confident, and free in their own body, especially those of us in the LGBT+ community who have been made to feel less than for far too long. My philosophy is rooted in compassion, education, and empowerment. I don’t believe in shame-based motivation, unrealistic standards, or one-size-fits-all plans. Instead, I focus on building a safe, supportive space where people can grow at their own pace. 

What’s the story behind your business name?

I wanted to ensure IFM resonated with the community so I decided ‘inclusive’ speaks volumes while ‘fitness’ and ‘mindset’ embodies the business.

How do you incorporate sustainability or ethical practices into your business?

Ethically, I am committed to creating a safe, inclusive, and non-judgmental space for LGBT+ individuals to grow, free from the shame and pressure that often exists in mainstream wellness. My coaching is about education over dependency, I don’t want clients to rely on me forever. Instead, I equip them with lifetime tools, resources, and knowledge so they take full accountability.

I emphasize whole, minimally processed foods and mindful eating, encouraging choices that reduce waste, avoid fad diets, and promote long-term health. My goal is to help people develop a positive relationship with food that’s both nourishing and environmentally conscious, so they can feel good about what they eat and its impact on the world. This means moving away from restrictive or extreme diets toward sustainable habits and locally sourced fruit, vegetables, meat and even vegan protein powders.

Tell us a little about yourself Joey?

My own personal transformation was an uphill battle with my mindset and lacking knowledge about nutrition and exercise at the beginning. I joined a gym in my early 20s at a mere 52kg, racked with insecurities, low confidence and self-esteem. However, on the surface it was all smiles, dancing and drinking. I pushed my way through each workout and eventually joined a course in gym instruction and passed with flying colours.

As I qualified to give fitness advice, still wracked with nerves, I found myself moving to Shanghai where I taught English, helped people with their fitness and slowly began to grow in my own personal confidence as results began to show at the gym. In my free time, I studied correct exercise techniques, posture, how to build muscle and the right nutrition. Of course, there were plenty of mistakes but the trend moved upwards! I travelled to many countries and witnessed similar issues with people and fitness; exercise form, confidence, limiting beliefs, lack of access to high-quality nutrition, expensive gyms or personal trainers, time / family restrictions, no access to equipment and just excuses.

Inclusive Fitness comes from a desire to help anyone, regardless of their background, to grow their physique with an open-minded coach in a safe, non-judgemental environment. I pay particular attention to the LGBT+ community because our lifestyle comes with added mental health difficulties, body image and concerns about training in a gym.

As a result, my approach to mindset coaching will arm the individual with all the necessary tools to move forward positively in a sustainable manner by smashing those goals. Today I live with my amazing partner Jose in Sitges Spain where we encourage and inspire each other to grow and be the best possible versions of ourselves and over a strong coffee to keep us going.

Did you have a personal experience that shaped your passion for wellness?

I was fed up being skinny, insecure and disliking myself. People didn’t take me seriously as I was young and camp. Then I had two housemates who were incredibly muscular, fit, tattoos and confident. I thought wow that’s who I want to be. I had a vision to be bigger and get tattoos. People actually laughed when I joined a gym but that only spurred me on to go harder and figure it out.

Also, my parents were alcoholics and we didn’t have much growing up. This inflated the feelings of not being good enough so I set out to help people in the gay community who suffer from abuse at the hands of family members, want to build up their body and transform their mindset.

What’s one wellness ritual or practice you personally swear by?

Be consistent and just show up for yourself! Nobody else will do it for you. Either way they will talk  and gossip. So let’s give them something to really talk about; your success.

How do you stay inspired and continue learning in your field?

I follow successful coaches such as Tony Robbins, watch videos and read training, exercise and coaching books to stay updated. Learning about nutrition is always ongoing and a challenge but it’s very rewarding.

What’s one thing people might be surprised to learn about you?

Several people have assumed as a fit guy with muscle and tattoos, I must be into hardcore dance music and drugs. They are often surprised when I mention ABBA, Tina Turner and reading a coaching book in a quiet cafe.

What values are most important to you in running your business?

The values that matter most to me in running my business are authenticity, empathy, empowerment, and inclusivity. Authenticity means being real and transparent, not promising quick fixes or perfection, but sharing the honest, sometimes messy journey to wellness. Empowerment is at the core, I want every person I work with to leave not just stronger physically, but confident and equipped to take control of their health for life. And inclusivity means welcoming people exactly as they are, celebrating diversity, and rejecting any form of shame or exclusion.

Do you have a personal favourite service that you offer?

My 6 month transformation program is the perfect amount of time for a client to see huge change in their body and outlook on life. Clients will be stacked with amazing educational knowledge around nutrition, mindset and physical change. (Enquire through my member page and receive a special LPT discount!)

Who do you primarily serve, and what are the most common challenges they face?

I mainly work with gay & trans men and the LGBT+ community who often feel alone, anxious, and trapped in their own heads when it comes to their bodies and mental health. A lot of them deal with deep insecurities about how they look, constantly worrying about judgment, both from others and themselves and fear the straight masculine side of a gym.

They have been fed confusing or damaging fitness and nutrition advice that doesn’t fit their lives or identities, which just adds to the frustration. Many are stuck in cycles of anxiety, depression, and shame, feeling like they’re fighting these battles completely on their own. My work is about breaking that cycle.

What can someone expect from their first experience with your service/product?

We start by getting clear on your goals, challenges, and what’s been holding you back, whether that’s body image struggles, anxiety, or confusion around nutrition. Then, you’ll be guided step-by-step through fitness routines and nutrition basics that are realistic, sustainable, and tailored to you.

How do you help people integrate wellness into their daily lives?

I help people bring wellness into their lives by cutting through all the noise and bullshit. We focus on what feels right for their body and mind, whether that’s moving in a way that doesn’t feel like punishment, eating food that nourishes without guilt, or shutting down those nasty negative thoughts that hold them back. It’s about ditching perfection and shame, and building habits that stick because they make life better, not harder. And I’m there every step of the way, giving tools and support so they can keep this going long after we finish working together.

Do you have any client success stories or transformations that stand out?

One of my clients is a trans man working through his transition who needed to build muscle and strength while finding a safe, supportive space. We tailored his training and nutrition to his goals, but more importantly, I provided a judgment-free environment where he felt seen, heard and respected. Over time, he gained muscle and confidence, and is slowly finding peace in his body and identity.

Joey, it’s been a pleasure talking to you, and we are also SUPER happy to have you as part of our team! Cannot wait for the next chapter in your story.

Editor Notes:

Based in Sitges, Joey welcomes locals, expats and digital nomads alike. Whether you're living in the Garraf, visiting from Barcelona, or relocating to Spain and seeking a LGBTQ+-friendly fitness space, his coaching offers both in-person and online support.

Joey doesn’t just help you feel better—he teaches you to live better, through real food, realistic routines, and an environmentally conscious ethos. He promotes minimally processed meals, local produce, and vegan-friendly options, while helping clients break free from toxic diet culture.