CMBT Nutrition Welcomes Renowned Strength and Conditioning Expert Joseph Coyne to Elevate Holistic Wellness and Bravery in the World of Sports Nutrition


CMBT Nutrition Welcomes Highly Regarded Strength and Conditioning Expert to Shareholder Team

[Australia, 10 January 2024] – CMBT Nutrition is thrilled to announce the addition of a distinguished strength and conditioning professional and UFC Performance Institute Shanghai Performance Director, Joseph Coyne, to its esteemed team of shareholders. 

With over 15 years of experience working closely with professional, national, and Olympic team athletes in both Australia and China, Joseph brings a wealth of expertise to the CMBT family.

Throughout his illustrious career, Joseph has had the privilege of working with a diverse range of athletes, including professional contact sport athletes such as those in rugby league, rugby union, and MMA, as well as international track & field short sprint and jump athletes. Notably, he served as the Performance Director at the UFC Performance Institute Shanghai from 2019 to 2021, where he played a pivotal role in establishing the initial vision and strategic direction. His integrated performance program spanned across technical coaches, strength and conditioning, dietetics, sports science, and physical therapy, contributing significantly to the institute's success.

During his tenure as the Chinese Athletics Association Physical Preparation Coach from 2016 to 2017, Joseph achieved remarkable results. Under his guidance, two male athletes achieved sub-10-second times in the 100m, setting a new Chinese 200m male national record, and establishing the Chinese 4x100m women's national record. Furthermore, five long jumpers coached by Joseph found themselves ranked in the top 20 worldwide.

Joseph also served as the Chinese Olympic Committee EXOS Performance Manager from 2014 to 2016, where his program contributed to an impressive 19 Olympic gold medals for athletes managed by the EXOS program during the Rio Olympics. His dedication to excellence and commitment to athletes' success are evident throughout his career.

Beyond his extensive experience, Joseph holds a PhD in sport science, specializing in research on UFC fighters' heart rate variability, subjective wellness, and performance, showcasing his deep understanding of the intricacies of sports performance.

In response to the question about his sources of inspiration and motivation, Joseph shared his addiction to improvement and early adoption of innovative approaches. 

His personal passion for mixed martial arts and combat sports, which includes regular training in Brazilian jiu-jitsu, fuels his desire to work closely with athletes in these disciplines, appreciating the valuable life lessons they impart.

Joseph’s decision to join the CMBT team is grounded in a longstanding friendship with Selasi Berdie, co-founder of CMBT Nutrition, and the exciting opportunity to collaborate with a team that shares his enthusiasm for the sports nutrition industry.

When asked about the current state of the sports nutrition industry and CMBT's impact, Joseph emphasized the historical challenges of delivering products that meet quality promises. He noted that CMBT is revolutionizing the industry by prioritizing product quality and aligning each product with a clearly defined purpose, ensuring customers receive top-tier supplements and drinks.

Looking ahead, Joseph envisions a bright future for CMBT customers, characterized by high-quality, great-tasting products that are research-backed and highly effective in their intended purpose. For CMBT itself, he aspires to see the company become a global leader in the nutrition space, not only in contact and combat sports but also in the broader realm of wellness nutrition.

With Joseph now joining the CMBT team with the likes of UFC Featherweight Champion, Alexander Volkanovski, Coach Joe Lopez, Co-founders Miles Muecke and Selasi Berdie and others, the company is poised for continued growth, innovation, and excellence in the sports nutrition industry.

For media inquiries, please contact:

Miles Muecke

Co-Founder and Managing Director

0420 501 851

About CMBT Nutrition:

CMBT Nutrition embodies the spirit of bravery and resilience, firmly believing that courage is the key to overcoming challenges and unlocking one's true potential. Our mission is to empower individuals with the knowledge, tools, and resources needed to transform their lives by embracing better nutrition, increased physical activity, mindfulness, and a supportive community of like-minded individuals who dare to be great.

As a holistic wellness and performance company, CMBT serves as a vehicle to facilitate greater purpose and impact, both for our community and the world at large. We are committed to making a positive difference in the lives of our community members and extending our influence to contribute to global health outcomes, enhance mental well-being, promote active participation in health-related activities, and encourage active involvement in the community.

Mission Statement:

At CMBT Nutrition, our mission is to empower individuals to lead healthier, more fulfilled lives by offering the tools and knowledge needed to unlock their inner bravery. We are dedicated to:

  1. Global Health Outcomes:
  • Increasing awareness and education about nutrition to drive positive health outcomes on a global scale.

  1. Increase Mental Health:
  • Raising awareness and providing educational tools and resources to promote mindfulness, thereby enhancing mental well-being.

  1. Participation in Health Activities:
  • Encouraging increased participation in health-focused community activities and sports to foster physical well-being.

  1. Promote Contribution to Community:
  • Inspiring fulfillment and a sense of purpose by encouraging active contribution to the community and acts of kindness towards others.

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