Our Approach


Martial – Stand up for your belief, protect yourself, your principles, and those you love. Fighting is not always physical in nature but the choice to fight for your positions determines how far you will develop or enhance. We employ the philosophy that through learning multiple constructs of physical fighting principles, one will expand their individual fighting tactics and strategies for any personal battles that they may face on their own journey. We do not always get to chose the battles that we encounter! Better to be a prepared combatant than to be victimized!

Cognitive – Think critically, search for facts, and look deeper for reasoning. Commit to learning more about the next level(s). Seek to understand when wisdom, knowledge, and education, synthesize with intuition and experiential energy connections. This practice will provide you with all of the answers to the interrogatives – Who, What, When, Where, Why, What Kind Of, Which, Whose, and How! life is about the questions we ask, not the answers we choose. Asking better questions will always lead us to finding better answers.

Spiritual – Feel the senses, respect your philosophy but open your mind. Seek to become whole. Find how your spirit connects the mind & body, the affective, cognitive, and somatic connectivity. What makes you happy, what is it that you care about?

Magic, love, nature…… your essence, your being, your soul – not something that is limited to your religious ideology or absence of ascribing to any such deity based dogma. Your spirit is your soul, and it belongs to you. If you chose to believe a God, no God, or many Gods are the purpose of your soul and your spirit then that is your decision to make. We make our judgments and base our teachings on what we opine is right and wrong behaviors – thoughts come and go but behaviors and actions or inaction always remain and the energy left behind is important to the whole.

Physical – The somatic body is the vessel provided to all of us for our functional and kinetic purposes. All humanistic systemic correlations depend on it. The somatic body is what holds all physical attractions, the capacities of muscular strength, muscular endurance, balance, agility, and the speed, accuracy, or timing of our movements. Our bodies are truly our own divine temples and no one has ever used a greater descriptor thus far! You only get one, why not make it work for you!


     A collective of free thinkers and those that aspire, or inspire, people that want to learn, and those that share what they know. The individuals living a lifestyle of holistic inclusion, coupled with the specific separations that make individuation of a collective unique a realism. The outliers are the ones that create their own normative acceptances among the identifications and philosophy put forth by the MADZOOK way of life.


Warrior – A protector of light, capable of wielding darkness to the extent and degree the situation requires of them without losing themselves in the process. The fighter, the champion, a centurion with the ability, capacity, and willingness to fight both physically and mentally for what they believe in, or to protect others in need by any and all means necessary.

Healer – An advocate of the light, one that possesses a special magic, through multiple combinations and potential elemental forms of physical touch, enchantment, or apothecary. One with knowledge of the holistic fundamentals that enable the soul, mind, and body to abate, or prevent afflictions of both chronic and acute etiology.

Visionary – A visionary is often confused with a dreamer. The difference is that the visionary generally holds a greater purpose with their visions. The visionary works on a plan toward achieving their dreams. Action and understanding reality are the tools of a visionary that differentiate them from a simple dreamer. A dreamer can opine on any desired outcome; a visionary will formulate the plan or install a solution to achieve the mission.

Philosopher/Sage – Knowledge is another magic that the MADZOOK lifestyle postulates as a type of powerful and mystical energy available to us all. The philosopher bestows this knowledge and shows us the differentiation’s between wisdom, and intelligence. Cognitive power is born of the free thinkers. Critical and reflective thinkers that seek the solutions and ask the questions, those that analyze and those that transcribe it, for the rest of us to understand.

The sage holds a magical element of specific wisdom into the earth sciences and the mystical manifestations. The philosophers dwell in the hypothesis, empirical data, and trial and error, the ones that show us why they make their claims or they make no such claims. The sage relies on our ability to believe in magic. The philosopher shows why the sciences support magic. Both ride the boundaries of physical and quantum constructs, and the metaphysical world. Those that discover and foster these tools are the philosophers and sages.

Jester – Where would life be without any fun in it? The Jester, the entertainer, the one that makes us smile, and laugh, sometimes at ourselves, sometimes at him or her. Laughter is a powerful medicine. A surreal magic that releases chemical and electrical processes within the body and mind, grows the spirit, and shares energy of the most positive light available – only love and sexual energy rate higher, and one could postulate that laughter edges either of those at specific times or for specific people. The absence of love is far too common, and absence of sexual energy through repression is a conditioned affliction in many societies that fear openness. Laughter is only absent when we as individuals fail to access it – it is free, available and plentiful. The Jesters among us wield this magic with absolute precision and style.

Wanderer/Seeker/Nomad – These individuals hold their own combinations of magic, they tempt fate, they do not rely on a Deity or dogma, rather they search the horizons. The voyagers that discover the new worlds, these are the individuals that know no limits and will not tolerate limitations or restriction being placed in their path. Searching for truths, and of factual accounts. These types of individuals desire to know what the meaning of life is, for both their self and for others.

Always looking at varied perspectives. Studying people and cultures, with any applications of their resolute judgments, being determined only as situations and any mitigating facts necessitate. They do not stop searching for answers; they always ask the pertinent interrogatives. They question the status quo but respect the people that wield the light. These individuals also know darkness just as the Warrior does, the Seekers recognize darkness and understands the power it holds while contemplating how to avoid it or defeat it.

Goddess – The mother, the creator of life, the source of aspiration, revered for the qualities of beauty, and wisdom that they possess. Yes, it is OK to know you are beautiful and wear it well. The Goddess does not entertain shame or guilt; she lives free and leads by example. “Vanity always Trumps Envy” (Madzook Joe, 2009)

Muse – The inspirational one, the source of our extrinsic creativity, lust and desires, the one that leads your purposes behind the designs, the being that creates emotion and passion within all that encounter her. Enchanting, inciting or intoxicating while supplying the intrinsic motivation to go the extra mile, to take the extra step, and to follow your own dreams. When we become lost, the Muse is a source of energy that motivates us to continue, expand, discover, or create.

Our Story

MADZOOK – A lifestyle brand of personal services that includes holistic life coaching, physical, mental, and spiritual fitness performance enhancements, human development methods and modalities through individual program design. Additionally, we offer associated retail products and merchandise including clothing, body and space accessories, ergonomic aids, and multimedia program designs of intellectual property materials. Education, Self – Discovery, Personal Freedom, Candor and Reality based discourse, is what we ascribe to share. Feel good, look good, think good, do good, become great! Be better, everyday!

We seek to provide – Inspiration, Motivation, Support, Knowledge, and Skills, through our guidance and experiences in an honest, safe, learning and self –discovery environment. One without judgment that originates from an ideology that in order to become who you want, you must be who you are – sometimes we all need to understand better how to discover what this means for us, without being told what it means for others. It is counterproductive to oppress your own thoughts, skills, and beauty because another is intimidated, or envious of your strengths and capabilities. Being or becoming better, every time that you can, the strongest, the smartest, or most beautiful is not harming others, it is being true to yourself! “Vanity Always Trumps Envy”. Love and compassion start within and must be real or everything else built claiming these constructs as a foundation are based on a falsehood and a lie.

We work with you to develop or improve performances within the four pillars. As you begin to identify within the eight characters of who it is that you want to become within that framework. We are raw, real, and candid and we will never tolerate envy, oppression, or suppression through our own doing or from another. It is OK to become strong, smart, and beautiful – you have one life, why not make it a better one, one you are fully capable of and to do this you must develop and utilize all of your strengths then work every day to become who you want to become for YOU! Welcome to MADZOOK!  Let’s have fun, smile more, love, and be loved, and learn how to grow as a whole person while enjoying life at every opportunity!

Meet the Team

While our core philosophy rests with the tribe construct, that we are all one collective sharing time and space as individuals. We opine that the etiology of any collective growth is created within individuality and personal responsibility. MADZOOK is the original work of Joe and Joy Jekel and the perspectives utilized within MADZOOK are perpetually evolving and growing much like the MadzookTribe – a collective of nurturing and empowering souls seeking to become their fullest and live accordingly!



Joy Jekel

Founder & CEO

Born in the Philippines Joy immigrated to America in 1988. Joy identifies as the combination of characters including a Healer, Muse, Warrior, Goddess, and Seeker/Wanderer/Nomad. Joy’s life experiences include living a personal lifestyle of physical fitness and Yoga practice. Joy has practiced Yoga and lived a holistic lifestyle for over twenty years (20 yrs).

Joy has worked with many clients on self –improvements in both physical movements and identifications or discoveries of the components of “self”. Many clients have come to Joy with their own goals such as weight loss or strength gain as their primary concern. Joy has also worked with multiple clients holding a desire for greater functional mobility, including clients diagnosed with Polio, Mental Afflictions, Cancer Survivors, and Rheumatoid Arthritis to include many of the conditions that Joy has designed programs around, for greater functionality and self -efficacy. Joy is a very spiritual person, her spirituality is best described as complex simplicity. One born of an elemental nature and energy exchanges between all things, one that is centered on love as a universal truth, and that all other reality perspectives are an individual choice.

Joy has been married three times and has two grown daughters. Joy has much life experience in both failed and successful relationships. A quality of reality that benefits her clients as her applications of healing modalities not only hold empirical support and formal educational training, but also rely on life’s experiential knowledge, empathy, compassion, and understanding. Joy is married now for twenty – three years to Joe. Joys approach towards human development and performance enhancement comes from a holistic ideology where healing and self –care creates the ability to evolve and grow in all other facets of life.

One of Joy’s greatest strengths as a healer and performance enhancement practitioner comes from the foundation of how much she genuinely cares about her clients and the larger humanity as a whole. While candid in her methods and discussions she wants to fully understand what the realities of the client hold for them as an individual. Joy subscribes to an open minded and openhearted approach with all of her clients. One that is safe, candid, and free of judgments, – after all, it is about you!


Certified Group Fitness Instructor

Certified Sport Yoga Instructor

Certified Qi Gong Instructor

Certified Thai Massage Practitioner (Thailand Ministry of Health)



Joe Jekel

Founder, President – Program Development Director

Joe Jekel holds a holistic approach to his lifestyle and perspectives. Drawing schema from many theories of psychology, Eastern and Western philosophy, biology, quantum physics, physics, physiology, and kinesiology.  Joe finds powerful contributions toward his spirituality contexts within the teachings of Buddhism, Taoism, Druid, Wicca, Animism, Confucianism, Humanism, Gnosticism, Mayan, American Indian, Greek Mythology, Celtic Polytheism, Hinduism, Judaism, and Christianity constructs. Joe is a practitioner of multiple martial arts and fighting styles. Joe is avidly involved in physical fitness components of living a meaningful life.

Joe considers himself a Warrior, Philosopher/Sage, Jester, Visionary, and a Seeker/Nomad as defined in the MADZOOK eight character types. Joe believes that individual responsibility and personal accountability are important keys in fulfilling one’s personal life long journey.  Joe is a husband, a father, a son, a student and a mentor. Joe has a strong belief in energy manifestations and freedom of personal choice in all matters of sexuality expressions or determinations. Joe postulates that a primary etiology construct for human development and performance enhancement derives from self – discovery and acceptance. Greatly in contrast to a mandated tolerance dogma or allowing one to settle for something rather than choose it. Joe believes life is a journey of perpetual discovery and education, born of experiential life and academic knowledge attainments.

Joe is very candid, and does not work with any clients that are not also very candid with him. It is Joe’s philosophy, that performance enhancement and all development constructs of the self, do not manifest wholly when candor or communication of honest perspectives and contexts are absent. Joe takes a position that confidence and an appreciation of beauty (yours and others) are vital for acceptances of your own ability and capabilities, without the cynical judgments of envy and pride as disruptions in the process. “Confidence builds a better humanity while arrogance only hinders fools” (Madzook Joe, 2015).


M.S. Sport Psychology

B.A. Psychology

A.C.E. – CPT (Personal Trainer)

Certified Boxing Instructor

Certified Holistic Life Coach

Certified Qi Gong Instructor

TEFL (ESL Teachers License)

(AASP) Association of Applied Sports Psychology Member

Current Doctoral Student – EdD Performance Improvement Leadership


Next Steps…

Browse the Madzook Bazaar, contact us for our Life Coaching Services, or enjoy our YouTube Channel and follow our travels! We are ready whenever you are! We want to assist you in any way that we are capable. Online Coaching, personal discussions, seminars at your retreats, event, or office.