Fitness is more than just following a routine—it’s about breaking barriers, both mental and physical. I specialize in rucking, ruck training, and sandbag training, providing one-on-one coaching to help you push past obstacles and achieve real, lasting results.

But before anything, I’m a husband and a father to two beautiful girls. Family is my foundation, and my passion for helping others fuels everything I do. Whether it’s guiding clients through their fitness journeys, training in Jiu-Jitsu, or rucking every chance I get, I believe in living life with purpose, resilience, and grit.

Together, we’ll design a program tailored to your goals, addressing what’s holding you back and building a stronger, more resilient you—inside and out.









WELCOME!

My Name is Joe, and I am the owner and operator of Joe Baker Fitness.

The story behind the bakery

  • Build strength and endurance?
  • Sharpen your mental toughness?
  • Enhance your functional fitness?
  • Boost your cardiovascular health?
  • Be part of a supportive community?

Are you ready to:
 

Your TRAINING journey begins here.

GET STARTED

With personalized workout assessments and simple food-tracking tools, we create a plan that makes sense for you—so you can crush your goals and feel your best.

Fuel Your Body, Elevate Your Performance

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JBF athletes get exclusive access to our coaching platform app. With 1-on-1 guidance from me and a supportive community, you’ll have everything you need to stay motivated and on track.

Coaching & Community at Your Fingertips

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Our training is built for you. Every session is designed to put you in the best position to succeed, whether you're chasing performance, endurance, or overall wellness.

Programming Tailored to Your Goals

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TRAIN WITH PURPOSE

our programs combine rucking, sandbag training, and gym workouts to build real-world strength and endurance. Whether you're preparing for a challenge, pushing your fitness to the next level, or proving to yourself that you can do hard things, The Bakery community and I will help you get there.

community
voices

I couldn’t have made a better choice in signing up. The training program was event specific and got me more than ready to crush the event. Going in I felt strong, and leaving the event, although I hurt, I felt I could have kept going. And I got through with no injuries. I attribute this to the amazing training and recovery programs he created.

Josh P.

Allison G.

When I started this GORUCK journey a couple years back, I never thought it would take me to where I am now. I do believe that things happen for a reason, and being led to Joe Baker was a catalyst for my success in this world. He has the background, the personal experience, and the characteristics to help anyone succeed. I’ve completed several events, including 3 HTB’s and Selection with Joe in my corner. There’s a reason the Bakery community shows up, and that’s Joe.



I joined the Bakery’s Recon HTB training group in July, about 4 months before the event. This was my first HTB and Joe’s programming was entirely on point. Having the base of his program, which went well beyond the training I was doing before joining the group, gave me confidence as the event was approaching. Beyond just the training program, being part of the Recon HTB group included being part of a video chat program with the other Bakery members preparing for the same event. Over the four months, through the shared training and videos, we became close, sharing not only things related to the event, but sharing our life experiences as well. We grew close virtually, but that bond was set when we met in person. We were a team within the bigger team at the event knowing we could count on each other both at the event and beyond. I signed up for a training program, but got so much more. The bonds developed with this group through the process both before and during the event has been something really special and I’m honored to call these people my friends. It is sometimes said that the deepest bonds develop through overcoming shared challenge. I can’t think of a more fitting statement for this group. As a result of this training group, this was the first event that I went to that I didn’t experience some nervous energy leading up to it, knowing that we had put in the work and that I had a team beside me that would support me just as I would support them. If you are considering training for a HTB, I highly recommend Joe’s program to not just survive, but to thrive.




Justin M.

MORE CLIENT REVIEWS

 I can’t say enough about how much Joe Baker has impacted my life, not just as a coach but as a person who truly cares. When I first started training with him, I was in a tough season. I was postpartum, then was hit with a newly diagnosed autoimmune disease plus hormone imbalance, and I was trying to find my way back to feeling strong again. I expected a coach who would help me train, but what I got was so much more. Joe isn’t just about sets and reps. He’s about people. He didn’t just check in on my workouts. He checked in on me. On the hard days, it wasn’t, “Did you get your training in?” but instead, “How can I make your day better?” or “How can we pray for you?” That level of care is rare. He saw the whole picture, my health, my struggles, and my wins, and he made sure I never felt alone in the process. His ability to adapt training to my energy levels, his unwavering encouragement, and his faith-driven support made all the difference. I wasn’t just another client. I was someone he was genuinely rooting for. That’s the kind of coach Joe is. He wants you to succeed, not just in fitness but in life. If you’re looking for a coach who will push you, believe in you, and stand by you through every challenge, Joe Baker is that person. I’m beyond grateful for his guidance, his kindness, and his heart for the people he trains. Thank you, Joe, for everything. 

 I can’t say enough about how much Joe Baker has impacted my life, not just as a coach but as a person who truly cares. When I first started training with him, I was in a tough season. I was postpartum, then was hit with a newly diagnosed autoimmune disease plus hormone imbalance, and I was trying to find my way back to feeling strong again. I expected a coach who would help me train, but what I got was so much more. Joe isn’t just about sets and reps. He’s about people. He didn’t just check in on my workouts. He checked in on me. On the hard days, it wasn’t, “Did you get your training in?” but instead, “How can I make your day better?” or “How can we pray for you?” That level of care is rare. He saw the whole picture, my health, my struggles, and my wins, and he made sure I never felt alone in the process. His ability to adapt training to my energy levels, his unwavering encouragement, and his faith-driven support made all the difference. I wasn’t just another client. I was someone he was genuinely rooting for. That’s the kind of coach Joe is. He wants you to succeed, not just in fitness but in life. If you’re looking for a coach who will push you, believe in you, and stand by you through every challenge, Joe Baker is that person. I’m beyond grateful for his guidance, his kindness, and his heart for the people he trains. Thank you, Joe, for everything. 

Shawne S.

Shawne S.

SPONSORS & PARTNERS

vIsit WEBSITE

GORUCK rigorously tests every product for 2-4 years to ensure they make the best gear on the planet for the toughest users. I own The Rucker, which places the weight higher on the back, providing added comfort for long events. For women and smaller frames, the 20L is a perfect choice. GORUCK also makes excellent pants for warmer weather; they are durable, quick-drying, and ideal for running, moving, and rucking.

 I also recommend their entire sandbags training line. These are essential for every home gym or ruck club.

Toughest Gear for Ruck and Sandbag Training

GORUCK 

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vIsit WEBSITE

If you're serious about fueling your body the right way, you need to check them out. Rone Nutrition is all about simple, effective, and science-backed nutrition—no gimmicks, just real results. Whether you're an athlete pushing your limits, a busy parent trying to keep up, or just looking to feel better every day, they've got exactly what you need.

From performance-driven supplements to everyday wellness essentials, Rone Nutrition helps you stay strong, energized, and ready for whatever comes next. 

FUEL WITH NATURE'S ENERGY

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USE CODE thebakery TO SAVE 20%

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Ruck Loops are a simple but effective addition to any ruck, giving your hands a place to rest on long rucks while also making it easier to lift and adjust your pack. Handmade in North Carolina, they are built for durability and function.

At Ruck Loops, quality and attention to detail come first, ensuring gear that enhances your rucking experience. With fast shipping and a focus on customer satisfaction, they’re a reliable addition to any setup.

FUNCTION, COMFORT, DURABILITY

ruck loops

3/5

Mastering your mindset doesn't have to be hard.

Are you ready to get organized, build your confidence, and grow? Get training back in the fast lane with a personalized Breakthrough Audit.

85% of people struggle with self confidence, but the really don’t have to. With proven confidence training in our programs you can start improving confidence right away.

RYAN MCKINNEY

PERSONAL COACHING AND CONSULTATION

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Nude Nation Nutrition is a personalized nutrition coaching service designed to help clients build a healthy, sustainable relationship with food. Through expert guidance, education, and ongoing support, they empower individuals to take control of their nutrition, create lasting habits, and achieve their personal goals.

PERSONALIZED NUTRITION COACHING

NUDE NATION NUTRITION

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5/5

Download now

Looking to level up your fitness? Download free workouts designed to build strength, endurance, and confidence. No signup required—just grab and go!

FUEL YOUR STRENGTH. NO COST, JUST GAINS.

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