Born and raised in Upper Hutt, Wellington by a solo mum with strong morals, a sense of accountability, and a tight control over the purse strings.

Formational to Joel's career & the values of the business was an 11-month stretch in South Sudan in 2012. The primary aim was using football to unify & develop young men. A love for cross-cultural relationships and seeing the success of others grew.

Following that year abroad, he completed a BCOM at VUW. While the goal was a degree, the bigger achievement was meeting his future wife - a Brazilian raised in Spain with Lebanese ancestry.

In 2023 they were blessed with the birth of their son Koa (meaning bold & courageous). He finds joy watching him grow and develop.

Joel is an avid enjoyer of sports and has played a multitude throughout his life. The passion though is for football & snowboarding.

Outside of sport and family time, He can often be found deep in the garden or contributing to the community through Church and Charities.