Joe Cross

Joe Cross (born 30 May 1966) is an Australian entrepreneur, author, filmmaker, and plant-based diet advocate who promotes juicing. He is most known for his documentary Fat, Sick & Nearly Dead which covers his 60-day juice fast. He is the founder and CEO of Reboot with Joe, a health and lifestyle brand.

Following the release of his documentary, Cross has published six books about juicing. His 2014 book The Reboot with Joe Juice Diet: Lose Weight, Get Healthy and Feel Amazing was a New York Times best-seller.

Juice fast By his 30s, Cross was taking medication for chronic urticaria, an autoimmune condition. He attempted treatments through conventional and alternative medicine. He smoked and regularly consumed alcohol, and his diet was mostly ultra-processed foods. Intermittently, he went on diets but did not stay on them consistently. He believed his diet was the cause of his illness, and that medication would not offer a cure. The juice was 80% vegetables, 20% fruit, selected in an effort to avoid consuming too much sugar. After 49 days, he lost , his total cholesterol dropped from 204 to 135 and his LDL cholesterol went from 132 to 86. By day 61, Cross had lost 82 pounds and decreased his medicine dosage after reporting a complete loss of his urticaria symptoms.

Cross does not consider the diet healthy when practiced in the long term, describing it as a "reboot" for the body. During his road-trip Cross meets and inspires Phil Staples, a morbidly obese truck driver from Sheldon, Iowa, in a truck stop in Arizona to try juice fasting. The movie was originally called Death By Fat. Then it became Faster. However, after Cross came to America to shoot the movie, he had to completely change the concept and the idea of the movie.

The film has been credited with doubling the sales of Breville juicers since the documentary launched on Netflix in the US in July 2011. After completing work on Fat, Sick & Nearly Dead, he continued to travel around the world to promote juicing and also plans to make a second movie

Reboot with Joe After Fat, Sick & Nearly Dead was released in 2010, Cross founded Reboot with Joe, a health and lifestyle brand that provides information and support to people looking to make diet and lifestyle changes. The organization has a medical advisory board to collect data and conduct research about benefits of juicing. According to Cross, when somebody is not eating, they are giving their body a break and supplying it with micro and macro nutrients. His latest book is titled Juice It to Lose It: Lose Weight and Feel Great in Just 5 Days and had been released in April 2016.