After 23 years in corporate sales, I’m in your corner for your health.

Hi, I’m Joe, a metabolic health coach working online with executives and business professionals across the GCC, wider Middle East and wherever they happen to be.

23 years in corporate sales and commercial leadership across the MEA region will teach you a few things — how to read a room, how to close in the last five minutes, how to function on four hours of sleep and a black coffee because the 6am flight doesn't care that you were in back-to-back dinners till midnight. It's a career built out of airports, hotel buffets, and calendars with no white space. Like most people living that life, I told myself the trade-off was temporary — that I'd sort my health out once things slowed down. Things never slowed down. That's not a complaint; it's just how the job works. It's also exactly why I understand, viscerally, the life my clients are living right now.

Metabolic health coach Joe Sfeir

My story

Here's the part of my story that doesn't fit the usual coach origin tale: there was no health scare, no diagnosis, no rock bottom. What actually was there, quietly, the entire time, was a genuine obsession with nutrition and fitness — something I read about, studied, and practiced for myself for the better part of two decades, long before it had anything to do with a career. I tested what actually works on the only subject I had unlimited access to: myself, under the exact conditions my clients live in — the red-eye flights, the client dinners, the weeks where the only gym is a hotel treadmill. Eventually the hobby outgrew being a hobby. I formalized what I'd taught myself with a Health Coach Diploma and turned two decades of quiet practice into the second half of my career.

What made it personal was watching someone else pay the price for not treating health as a priority. My father was a successful CEO, a workaholic in the way that generation of executives were expected to be, but unfortunately at a trade off to his health. He fought and survived colorectal cancer, but the complications it left behind took a real toll on his quality of life in the years after. So I've seen, up close, exactly what's at stake when health is the thing you'll deal with later. That is why I take this work as seriously as I do.

My Qualifications

I hold a certified Health Coach Diploma from the College of Naturopathic Medicine (CNM) in the UK, and my diploma is attested by the KHDA in the UAE.

CNM Health Coach Graduate logo with green and red sections and white text.

CNM

Certified Health Coach Diploma
College of Naturopathic Medicine, UK

KHDA attested in the UAE

23 yrs

Commercial leadership
across the Middle East & Africa

25 yrs

Practising nutrition
& fitness personally

What I believe

What I believe

  • Evidence over hype My approach is research and evidence based. If the research is strong, I'll lean on it. If it's shaky, I'll tell you.
  • You own the inputs; your doctor owns the outputs I coach food, movement, sleep, lifestyle and routine — never your diagnosis or your medication.
  • Small, kept changes beat heroic overhauls The ambitious plan collapses. The ordinary one, kept for months, is what actually changes your numbers.
  • It isn't a willpower problem Most people were handed vague advice or no plan at all. That's an education and a system problem — not a failure of discipline.
  • Guide and educate, never lecture We co-create a plan that is genuinely workable for you, because a plan you don't believe in is one you won't keep.

What I'm not

I’m a health coach, not a doctor or a dietician. I don’t diagnose conditions or prescribe medication. I provide education and help you build the right habits that support your metabolic health, something that is sustainable and which will stay with you for the long run.

My side

What I coach

  • Nutrition — what to eat, why and how it impacts your body
  • Movement that fits your schedule, wehther in a gym or a hotel room
  • Sleep, and the habits around it
  • Stress, and the behaviours it drives
  • Keeping the changes in place once the novelty wears off
  • Understanding your own numbers, so you hold a better conversation with your doctor
Their side

What stays with your doctor

  • Diagnosis of any condition
  • Prescribing, adjusting or stopping medication
  • Interpreting your bloods clinically
  • Anything that needs a clinical decision
I work alongside your doctor, never instead of them.

Let's see if we're a fit

The best way to know is to have a short conversation. It’s free and I’ll tell you honestly whether health coaching is right for you.