Amplify Your Sales
with smarter training
& better systems

Joe Marcoux is the founder of the S.O.S. Dojo and a sought-after keynote speaker. With over 30 years of specialty retail experience, Joe has managed, owned and sold retail fitness businesses and has trained thousands of salespeople to become consistently better closers

Joe is proud to have worked closely with…

What People Say

Craig Ballantyne

Renowned business coach & author of “The Perfect Day Formula”

“I send every single one of my salespeople to Joe the minute they join my team. Just this year, this has added over 6 figures to our bottom line.”

Liz Labelle

Co-founder Craniologie

“Not only did we learn some amazing sales tools and systems that we can use in all of our businesses, but I felt like the camaraderie that Joe brought to our team was just amazing!”

Paul Mutch

Owner Pedego South Denver

“Joe brought ideas to our group that just really challenged our sales culture and got us thinking about how to take our business to the next level.”

at Zero Added Marketing Cost?

Book your FREE Sales Analysis!

About Joe

With over 30 years of specialty retail experience, Joe Marcoux has managed, owned and sold retail fitness businesses. Since the sale of his last retail venture, Joe has played the roles of consultant and coach for high-ticket sales in the specialty fitness equipment and electric bicycle industries—and he has been contracted to train, coach and help with integration for some of the world’s largest retailers to help them scale their business.

He is a published author and has created programs that have helped thousands of sales people in specialty retail stores all over North America, Europe and Asia. Today, he puts most of his training expertise and energy in coaching groups in the S.O.S. Dojo—a weekly small group training program for business owners, coaches and salespeople.


Joe has been invited to speak at annual sales meetings, trade shows and events.

Providing real life stories that are injected with humor, truth and memorable information, he inspires listeners to take action.

Joe is proud to be from Winnipeg, Canada.

Born and raised in Winnipeg, Joe is the youngest of three siblings in a French-Canadian family.

At the age of 18, he became the manager of a specialty fitness equipment retail store while attending University.

At 20, he opened his first retail store.

At the age of 25, Joe decided to merge with another fitness retailer, becoming the 7th location in what would become a 38-store chain 18 months later.

The Most Important Lessons

Ambition caught up to him in his early 30s and a devastating affair tore his young family apart.

This was a defining moment in Joe’s business life.

Not because his wife and best friend had an affair, but because Joe realized that it was his ambition that had kept him away from his family. He did not heed his own advice and was away from what he loved most for too long, resulting in a failed relationship.

He co-parented his two daughters as a single dad for over 10 years.

“If the first man a girl loves is her father, I would like to set the bar extremely high.”

– Joe Marcoux

Today, Joe, along with his wife and LeadCycles business partner, Shauna, live in Winnipeg and are close to all five of their combined children. They also spend as much time as they can at their cottage on Lake of The Woods, Ontario, when they are not traveling and training clients.