Joe is a lecturer at Loughborough University’s School of Sport, Exercise and Health Science. His research intersects sport, physical activity, policy and marketing. In particular, In particular, Joe examines how ideas about physical activity are produced at a policy level, and then translated into programmes and practices at a local level. Recently, Joe’s focus has been on the extension of physical activity promotion beyond the traditional confines of the state and into brands, workplaces and national governing bodies of sport. Joe has published research in Journal of Physical Activity and Health, the International Journal of Sport Policy and Politics, Health Policy, Health Education Journal, Sociology of Sport Journal, among others.