Kinesiology-based online coaching · Minneapolis, MN
Strength and body recomposition coaching built on exercise science and tuned to your body every single week. Not a template. A transformation with your name on it.
The approach
Every client · Every month
Ours is built from your intake up. Training history, schedule, equipment, injuries, all of it. Then it adjusts every week based on what your body actually does, because a program that never changes is a program that stopped working.
Both of us are kinesiology students and competitive lifters. The programming you get is the programming we trust with our own bodies, backed by the science of human movement, not a course someone bought online.
Included in every plan. Nothing tiered, nothing held back.
The process
Application to adjustment
Three minutes. We read every application personally and respond within 48 hours. We only take clients we know we can help.
A full picture of your history, schedule, equipment, and any injuries. Your program is built around your real life, not an ideal one.
Your custom program goes live in TrueCoach. Every lift has a demo video, targets, and coaching notes from day one.
Weekly check-ins, form review, and programming changes based on how your body is actually responding. Nothing on autopilot.
The coaches
Two coaches · One standard
Head coach · Strength & recomposition
B.S. Kinesiology, graduating December 2026, on the physical therapy track. Joe builds every program from the science of human movement and runs it under his own bar before it ever reaches yours. The result: a 1,280 pound squat, bench, and deadlift total.
Coach · Women's training & nutrition
B.S. Kinesiology, graduating December 2026. Luna is the precision half of the operation, coaching women who want to get genuinely strong without living in the gym. Programming that fits demanding schedules, nutrition that doesn't fight your life.
In the open
Updated as it happens
Plenty of coaching pages inflate credentials. This one updates as ours progress, and never a day before.
Questions about any of it? Ask us directly: built@builtbyjoeandluna.com
The Founding Five
Limited to five clients
We are building our founding roster ahead of the full launch this fall. Five clients get complete coaching at half the standard rate, locked for six months.
In exchange, you let us document the work: progress photos and an honest review once you have results worth talking about. You get the best rate this business will ever run. We get the proof. That's the trade.
Six months from now, you're the transformation on this page.
FAQ
Straight answers
Once you apply and are accepted, we build your custom training and nutrition program inside the TrueCoach app. You log workouts and nutrition from your phone, film your lifts for form review, and check in with your coach every week. Your program adjusts based on what the data and the videos show. Everything is remote, so you can train anywhere.
Five clients join before our full launch at $250 per month, half the standard rate, locked for six months. The service is identical to full-price coaching. In return, you agree to progress photos along the way and an honest review once you have results. When the five spots fill, the rate is gone for good.
We are completing our Kinesiology degrees and NASM CPT certifications right now, and the status board above updates as each one lands. Our coaching draws on that coursework plus years of competitive lifting. If you'd rather wait for the letters, that's completely fair. The standard rate will be waiting on the other side.
No. We program around whatever you have: a full commercial gym, a garage setup, a pair of dumbbells, or nothing at all. Your equipment is part of your intake, and your program is built to match it.
We program around injuries, not through them. Your intake covers your full history, and anything medical gets cleared with your physician first. Joe's degree track is pre-physical therapy, so working intelligently around limitations is the lens we already use.
Coaching is month to month. Cancel anytime with 30 days written notice, and you can pause for up to 30 days once every six months. No long-term contracts, no exit fees.
Your coach. Joe or Luna, directly. No assistants, no outsourced check-ins, no chatbots answering as a human. Messages get a reply within 24 hours on weekdays.
Application
Three minutes to apply, answered within 48 hours. Your before photos get taken at intake.
Training and nutrition straight talk, once a month. Programming breakdowns, what we're learning in the kinesiology lab, zero spam.