About

At the age of five Joachim developed severe asthma and allergies. It was his health problems and his newly found interest in Bodybuilding that led him to begin lifting weights and study nutrition back in 1987 at the young age of 13. In 1990 at only 16 he dropped from a fat 185 lbs to a fit and lean 132 lbs in only four months. At this time he also got involved in martial arts and cycling. A year later he began helping fellow class mates and athletes with their training and nutrition.
In 1995 when the Internet really took off in Sweden, Joachim started his own website and published his first public domain articles on training and nutrition. After a successful start, he began writing for John Monteiro’s Bigboys, which was the biggest bodybuilding community on the Internet at that time. In late 1996 Bigboys closed down and Joachim launched Ironmag; the first web magazine of its kind. Within months his former Canadian colleagues from Bigboys, Eric Hesse and Christian Thibaudeau, joined the team. During the following years Ironmag was without a doubt the biggest training and nutrition web magazine on the ‘net with more than 16 writers worldwide. Ironmag stayed on top until early 2002 when other projects took priority and the website was put on hold.
In early 2001, Joachim was offered the position as Editor in Chief for the Swedish edition of Ironman Magazine. During this time he developed and launched Kolozzeum; one of the largest discussion boards in Scandinavia today. Unfortunately the Swedish edition of Ironman magazine was cancelled in mid 2002 due to low advertising revenues. A few months later Joachim accepted the position as Editor in Chief for the newly started Exhale All Sports Magazine, where he stayed until December 2003. During that time, Joachim wrote three to four articles for each issue, helped with the construction of two gyms and helped in arranging a health exhibition and the Swedish National Bodybuilding and Fitness Championships.

Nowadays Joachim runs his own training- and nutrition counseling business located in Västerås, Sweden, and he is also a freelance writer for several magazines and websites. His clientele ranks from the regular gym-goers to elite athletes. In April of 2009 Joachim released his first book, The Body Transformation Guide, a complete 12-week guide to burn fat and build muscle. His second book, The Maximum Muscle Guide, was released in early July. He also manages Team reFORM together with the club’s founder Fredrik Carlsson. Team reFORM is Sweden’s largest Competition Team dedicated to bodybuilders and fitness athletes.

In 2008 Fredrik and Joachim started reFORM’s Talent Hunt, a project where they handpicked six applicants to make their debut in bodybuilding or fitness. These talents were sponsored with free diet- and training programs, coaching, competition license, competition color/tanning, competition fees etc., including free supplements and clothes from the main sponsor Proteinfabrikken. In 2009 the Talent Hunt project starred 12 participants and in 2010, with our new main sponsor TopFormula, we will help 9 participants to get onto the bodybuilding and fitness stage.

Joachim has also been an active photographer since 1998 and has covered several National events as well as professional shows. In addition, he’s also been working with The Swedish Bodybuilding and Fitness Federation since 2003.

The reason for this blog is to have a simple, yet effective, tool to keep my website updated with the latest news regarding my business and services – and of course – to bring you news, ideas and thoughts about weight-training and nutrition.