Joov

The Joov concept was made in late 2015 when aspiring motocross rider Tom Johnson broke his neck while racing. Shortly after he was diagnosed with degenerative disc disease along with other long term spinal problems. As a full time personal trainer & sports masseuse Tom took his health and fitness very seriously and enjoyed eating a clean diet. To help with the pain in his neck Tom began using topical muscle creams and ointments until he realised that they were full of chemicals, parabens and loads of words that were far too long to be able to read – This made eating clean relatively pointless as he was rubbing chemicals into his body. It was then he realised the need to get effective muscle/joint relief via a natural remedy. After a lot of research, speaking to professionals, and A LOT of trial and error, finally our original 15ml Muscle Balm was born.

Being in the motocross scene for so long, he gave out samples of this 'magic muscle formula' to his friends at the track – mainly as a bit of fun to see if it would help with the dreaded 'Arm Pump' (This is when a racer has a lactic acid build up in the forearms and is unable to grip on as normal – having the need to slow down and, well, basically lose the race – Nobody wants that!). To Toms avail riders actually loved this magic potion and this is when Tom thought he was onto a winner. In 2019 Tom still worked full time as a Personal Trainer & Sports Masseuse. Every spare day or Saturday was spent visiting motocross, cycling, climbing, running stores up and down the UK, as well setting up small trade stands at events such as indoor bouldering climbing comps, motocross & Superbike races and marathons. There was a lot of late night emailing, and trying to think of ideas to help grow the Joov brand, but it was all fun work!