We were lucky to catch up with Joe Cebula recently and have shared our conversation below.
Joe, thanks for taking the time to share your stories with us today It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
It was around 2009, during a really tough economic period, that I started working for a non-profit. I was a housing counselor, and my focus was on helping people navigate the absolute crisis of potential foreclosure, trying to find ways for them to save their homes. That work, in those difficult times, felt genuinely important. I had a regular paycheck, and for a while, there was a sense of stability. But even then, a feeling of unease started to creep in.
So, there I was, helping folks navigate foreclosures, and honestly, that part felt good. I liked the people I worked with too. But then the company totally tanked, lost all its funding, and got swallowed up by another non-profit. Suddenly, I went from having some responsibility to basically being treated like the new kid on the block, and the paycheck reflected that too. It felt like every day someone else I knew was getting laid off, and I was constantly looking over my shoulder. It was miserable. I felt like I had zero control over my own work life.
Meanwhile, outside of work, I’d really gotten into CrossFit. I was taking it seriously and actually really enjoyed getting stronger and being part of that community. So, I decided to get my coaching certification and started picking up some hours coaching on the side. Then, this opportunity popped up to go full-time and basically run a CrossFit gym. At the exact same time, the new company I was working for was advertising a supervisor position that I was totally qualified for. People were telling me I should go for it, but the constant layoffs made it hard to feel optimistic.
Then, things took a really dark turn. One of my coworkers… he died at work. Unresponsive in his office. They came to *me* to deal with it. I guess because I had been a sergeant in corrections years before, they figured I knew what to do in an emergency. So I jumped in, did CPR, but it was too late. It was awful. I took a few days off to process everything, and I kept thinking, ‘Why is it that they treat me like I could be gone any minute, but when something truly terrible happens, I’m the one they turn to?’ It didn’t make any sense.
So, I looked into the company’s Employee Assistance Program and had a session with a therapist. And at the end of that first session, she kind of casually asked me if I’d ever thought about being my own boss. That question really stuck with me. And honestly, that’s what led me to quit. I left that job and went all-in on coaching, running the CrossFit gym full-time around 2011. It was definitely a ‘sink or swim’ moment. And somehow, I learned to swim. I had some amazing people who mentored me and became great business partners along the way. It wasn’t always smooth sailing, but it was *mine*. My choices, my effort. Times got tough, but I stuck it out because I loved the freedom of calling the shots. I was constantly trying to learn more about coaching, more about running a business. And through that, I met people who opened doors for me, gave me chances to try new things.
Fast forward to now, and I’ve got a fantastic job with a great company, doing something I genuinely enjoy. And on top of that, I’ve even been able to chase my dream of working in the film industry. I get to be creative every single day, and all those skills I picked up along the way – the resilience, the business sense, the people skills – they all get put to use. Honestly, I could never have pictured my life being like this back then. It wouldn’t have even seemed possible.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I wear a few different hats these days, all connected by a passion for helping people and a drive to create.
A significant part of my professional life revolves around the fitness world. I’m a coach for the Ladder strength app, and I have the privilege of co-coaching Team Maximus alongside my long-time business partner and best friend, Bobby Maximus. For those unfamiliar with Bobby, he’s a former UFC heavyweight and a BJJ World Champion – a true force in the strength and combat sports world. Together, we design and program the workouts for Team Maximus on the Ladder app, providing structured and effective strength training programs for our members. Beyond the programming, we also actively manage the team chat, fostering a supportive and motivating community where members can connect, ask questions, and push each other.
Extending our partnership and our commitment to providing straightforward, no-nonsense guidance in the fitness realm, Bobby and I also co-host a podcast called ‘The Maximus Podcast.’ Here, we cut through the noise and deliver honest, often unfiltered, advice on all things fitness, training, and mindset. We aim to provide practical, actionable insights without the usual industry BS.
In parallel to my work in the fitness industry, I also have a thriving career in the film industry. My primary role is as a professional location sound mixer, capturing clear and high-quality audio on set for various film and television productions. However, my skills extend beyond just sound; I also work on the side as a cinematographer and take on other film-related jobs as opportunities arise. This allows me to tap into my creative side and be part of the collaborative process of filmmaking.
My media production skills aren’t limited to the film set. I also leverage these abilities to create online content for social media platforms, handle the editing and production of our ‘Maximus Podcast,’ and develop content for several YouTube channels. This allows me to combine my technical skills with my understanding of engaging storytelling and audience connection.
So, what problems do I solve? In the fitness space, Bobby and I provide clarity and effective programming for individuals looking to build strength and achieve their fitness goals, cutting through the often confusing and overwhelming information out there. We also offer a supportive community aspect that’s crucial for long-term success. In the film industry, I ensure that the audio recorded on location is pristine and meets the highest professional standards, a critical element for any successful production. And through my media production work, I help individuals and brands create engaging and impactful online content.
What sets me apart? I believe it’s the combination of these seemingly disparate fields. My experience in the demanding world of professional filmmaking has honed my problem-solving skills, my ability to work under pressure, and my attention to detail. This translates directly to how I approach coaching and content creation. Similarly, the discipline and understanding of human performance I’ve gained through my deep involvement in the fitness world inform my collaborative work in film. It’s a unique blend of technical expertise, creative vision, and a genuine understanding of how to connect with and motivate people.
I’m most proud of building these two distinct yet complementary careers. It hasn’t always been easy, but the ability to pursue both my passion for helping people achieve their fitness goals and my creative drive in the film industry is incredibly rewarding. The success and positive feedback we receive from the Team Maximus community and the satisfaction of delivering high-quality work on film sets are both sources of immense pride.
The main things I want potential clients, followers, and fans to know about me and my work are that I am committed to excellence in everything I do. Whether you’re looking for effective strength training, honest fitness advice, crystal-clear audio for your film project, or engaging online content, you can expect dedication, a strong work ethic, and a genuine passion for delivering results. I believe in cutting through the fluff and providing real value, whether it’s a challenging workout, practical advice, or professional media production. My journey has taught me the power of hard work and the importance of pursuing diverse passions, and that’s the energy I bring to all my endeavors.
Can you tell us the story behind how you met your business partner?
My journey in the fitness world took a significant turn when I made a conscious effort to absorb as much knowledge as possible to become a better coach and business owner. This led me and a close friend to sign up for a seminar held at a gym in St. Louis. This wasn’t just any seminar; it was hosted by representatives of ‘Gym Jones,’ a name that carried a certain mystique, especially within fitness circles and Hollywood. They had a reputation for incredibly intense and effective training methodologies, famously transforming the cast of the movie ‘300’ into what was arguably the most shredded ensemble in cinematic history.
The seminar was led by the Director of Training at Gym Jones, a guy based out of Salt Lake City, Utah, named Bobby Maximus. Now, here’s where things took a serendipitous twist. As a former member of the University of Iowa Hawkeye Taekwondo Collegiate Competition Team, I happened to be wearing an old Iowa T-shirt on the first day of the seminar. During a break, Bobby casually mentioned something that made my ears perk up. He offhandedly remarked that he had lost a fight years prior to a guy from Waterloo, Iowa.
The moment he said that, a memory sparked vividly in my mind. As a pretty accomplished collegiate-level taekwondo fighter myself, I just so happened to train extensively with the very man who had defeated him! In fact, I was there the night of that fight. Bobby, who was going by his government name back then, Robert MacDonald, was challenging my teammate for a world kickboxing title. And, as fate would have it, Robert ended up getting knocked out, and it was a pretty definitive finish.
The conversation that followed that casual remark went far beyond a simple ‘small world’ moment. We delved into the details of that fight – the lead-up, the intensity of the competition, and the aftermath. It turned out we had this unexpected shared history, a bizarre point of connection that transcended the seminar itself. We found ourselves talking long after the official sessions had ended, discovering a shared passion for intense training, a similar no-nonsense approach, and a surprising amount of common ground.
That seminar in St. Louis wasn’t just an educational opportunity; it was the genesis of a significant partnership and a deep friendship. Over time, Bobby eventually parted ways with Gym Jones, and our connection only grew stronger. We recognized a shared vision and a complementary skillset, which led us to launch our podcast, ‘The Maximus Podcast,’ where we started sharing our unfiltered advice on fitness and training. That podcast laid the groundwork for our next venture: our own training app. And then, the exciting opportunity arose to bring our coaching expertise and programming to a wider audience through our collaboration with Ladder, where we co-coach Team Maximus. It’s a journey that started with a chance encounter over a knockout in a kickboxing match years before, all thanks to a random T-shirt at a fitness seminar.
Can you talk to us about how your side-hustle turned into something more.
While my deep dive into the fitness world, culminating in coaching with Ladder and co-hosting ‘The Maximus Podcast,’ became a significant and fulfilling part of my professional life, it was actually a long-held passion – filmmaking – that has more recently blossomed from a side interest into a substantial and increasingly full-time career.
My initial academic path actually laid the groundwork for this. At the University of Iowa, my course of study was Film Studies and Media Production. Coupled with my extensive martial arts background, my early aspirations leaned towards working in the film industry, perhaps even in stunt work for action films. However, life, as it often does, had other plans. Shortly after I graduated, the events of 9/11 had a significant impact, temporarily stalling the film industry and leaving many of my initial connections out of work. I ended up taking a job in live television at a small station in Waterloo, Iowa, but eventually, my passion for martial arts led me to a period of living and training in South Korea.
Years passed – maybe fifteen or so – and I found myself as the head coach for CrossFit Twin Cities, also deeply involved in building ‘The Maximus Podcast’ with Bobby. Then, a seemingly chance encounter occurred. A man walked into my gym looking for training. He was a fan of Bobby’s, knew our podcast, and happened to be local to the Twin Cities. He was preparing for a challenging ice-climbing expedition in the Himalayas. Over the summer leading up to his trip, we trained together regularly and forged a friendship. As it turned out, he funded his adventurous lifestyle through his work as a filmmaker.
Knowing my academic background and my unfulfilled aspirations, I mentioned to him that I had always intended to work in film, but life had taken me down a different path. This conversation planted a seed. A few years later, when the COVID-19 pandemic hit, my filmmaker friend decided to self-fund a film project, enlisting an actor friend of his. To my surprise and delight, he reached out and invited me to be part of the crew.
That first project went remarkably well. The experience reignited my passion and allowed me to finally step onto a film set in a professional capacity. Following that initial success, my friend invited me onto his next project, and then the next, and the next. It felt like a snowball rolling downhill. These opportunities ranged from smaller, direct-to-video productions to larger-scale, international television shows with significant budgets. Suddenly, that long-dormant dream was becoming a reality.
Crucially, my established work with Ladder provided the flexibility and location independence that allowed me to pursue these film opportunities without the same level of financial risk I might have faced otherwise. Being able to manage my coaching remotely meant I could travel for film projects while still maintaining a consistent income stream.
As my involvement in the film industry grew, I began to invest my earnings back into acquiring my own professional equipment – everything from sound recording gear to cinematography tools. This not only made me more versatile and valuable on set but also solidified my commitment to this burgeoning career. I’ve built up a reputation as someone who is not only skilled but also well-equipped and reliable.
So, while my journey started with a passion for film that took a detour, it’s now circling back in a significant way. What began as a casual conversation with a gym member has blossomed into a thriving career in the film industry, supported and enabled by the remote nature of my work with Ladder. The key milestones have been that initial invitation onto that first independent film, the subsequent consistent flow of projects, and the strategic reinvestment in my own equipment, which has allowed me to take on more diverse and higher-level roles. It’s a testament to the idea that sometimes, unexpected connections and a willingness to revisit old passions can lead to incredible new chapters.
Contact Info:
- Website: https://www.joecebula.com/
- Instagram: @joe_cebula
- Facebook: https://www.facebook.com/joseph.cebula
- Youtube: https://www.youtube.com/@Joe_Lounge
- Other: TikTok: @joe_cebula
Bluesky: @joecebula.bsky.social
Image Credits
Philip Edsel (just for the Ladder portraits)