Our Story

Our Founders

Matthew Fox

Matthew’s Story

It’s the year 2024, Life Aesthetics is celebrating its 10th year anniversary and I couldn’t be more proud of myself sharing a few tidbits of my life story and how I got here with you; in reverse chronological order;

In 2023 a new world emerged from the ashes of the pandemic era. Advancements in emerging technology such as A.I alongside a fragmented and divided social energy have changed the landscape for the health & fitness industry forever. The young man I once was with a passion for inspiring confidence has matured into an expert on holistic wellness, longevity and mental health.

In 2021 I retired from physique and bodybuilding competitions as the pandemic reshaped my vision, morals and philosophy on life. Longevity became my obsession. I pioneered a unique approach to nutrition, exercise and personal growth which I call LiveTo120™.

In 2020, we attended the Arnold Sports Fest with a full team of athletes, a full-scale media team, and many of our clients who flew in to enjoy the production-style experience we offered to take in the event. We didn’t know when we arrived that COVID would shut the event down to the public and the expo was cancelled. The silver lining was that I stepped on stage myself and earned a Top 10 placing with the best Men’s Physique amateurs in the world.

*Life Aesthetics had grown substantially in 2018, and we embraced a full team of coaches. Our transformations were in the tens of thousands. We trademarked our innovative system 'The Lifestyle Platform,' and we moved from Halifax to Kelowna, Canada, in the fall of '18.

In 2018, I coached Jodii to win the Arnold Sports Fest Bikini Championship in Ohio - it was a proud moment for us.

In 2017, we rebranded Lean Aesthetics to Life Aesthetics as our philosophy on health, wellness, and fitness was evolving as our experience soared. We began filming our daily life and producing vlog-style mini-series for our large teams of contest prep athletes which often exceeded 20-30 athletes per show. We were amongst the largest competitive teams in Canada - and to be truthful I still believe we started this trend of competitive ‘teams.’

*From 2016-2020, I earned the attention of several top supplement companies and accepted sponsorships from the likes of Allmax, Nutrabolics, Slap Nutrition, Magnum Nutraceuticals & Bluestar.

By 2016, Lean Aesthetics had become a household name on the East Coast of Canada. We had produced over 500+ transformations both in weight loss and contest prep. I won the Overall Men’s Physique Championship for Nova Scotia.

In 2015, I met a beautiful girl who loved fitness just as much as me. I proposed after a few months and being a little short on funds for diamonds we tattooed rings we designed on our fingers with eachothers initials. We were partners now in life and in business; Lean Aesthetics would become our full-time project.

In 2014, I went through a classic young love break-up. I needed a new environment and moved to Halifax, Canada.

*I also competed in my first Men’s Physique Competition and placed 5th.

In 2013, I walked in and quit my job at RBC. I accepted a job at a local Supplement Store (Supplement King) and spent months rebuilding my big idea for an online coaching company; I named it Lean Aesthetics.

In 2012, I graduated from Memorial University with my Business degree, had a six-pack for the first time, and accepted a career opportunity with RBC as a Corporate Account Manager (life was getting serious) but I spent most working hours in my office obsessed with creating a business plan for an online health and fitness brand called ‘The Health Nut Company’. I pitched it to a government grant panel and they laughed me out of the room saying personal training and fitness could not be an internet business - these were the early days of social media as the internet was expanding rapidly.

In 2011, my weekend jaggerbombs & student centre banana bread diet caught up with me. I was 40lbs overweight and decided to buy all of the Men’s Health magazines and join the Gym (Goodlife) for the first time in my life. Here’s a little secret, I wanted to look like the fitness model on the tanning salon wall I used to frequent before hitting the club each weekend, shh.

In 2010, I started a series of small businesses, GrandTan Distributions, Prism Diamond Centre (I went through a jewelry/hip-hop phase), all while working internships with CIBC, RBC, and Coca-Cola.

In 2009, I volunteered over 2000 hours with SIFE Memorial, a non-profit global organization founded on using principles we learned in the classroom to create economic impact in our community. My title was the VP Financial Education. I’m proud to have created a project called FYI, Financial and Entrepreneurial Youth Initiatives which eventually was accepted into the Newfoundland High School curriculum. We competed globally to showcase our achievements and became World Champions.

In 2008 I began spending my non-study time and Christmas break working for my mother’s small business, Decor Mont Tremblant in Quebec. She was an incredible interior designer and had a celebrity-like list of clientele. I was inspired to dream big, work hard and make a name for myself in this world.

In 2006, I graduated with a 70.1% and was accepted into Memorial University. I started courses wanting to be an Engineer, then I became obsessed with Math, but in the end, it was a major in Business that stole my heart.

In 2006, a series of family changes at home led to my decision to switch schools for my last year (Bishops High School) I felt a little lost, a little anxious, a little sad - but in reflection, this was the start of a journey to independence and personal growth for my developing ego as a teenager.

In 2005, I was recognized as one of the top basketball prospects in Newfoundland and represented my province at the 2005 Canada Games, I was a little famous in my own mind.

*Our Junior High and High School Basketball Team, St. Kevin’s Mustangs went undefeated in our Province. If only my grades as a slightly distracted French immersion student were as good as my jumper, perhaps I would have gone on to work for NASA - but as fate would have it my focus on fitting in socially & shooting hoops every day would build important character traits that serve me to this day.

In 2001, I moved to a small farm town (Goulds) outside of St. John’s, it was an awkward phase for me leaving my private catholic school and attending a public Junior High School in a new city, but a well-timed growth spurt to 6 feet tall made it easier for me to make friends through sports - I hung up my baseball glove and picked up a basketball, a passion that would remain my top sport for many years to come.

In 1998, I received my first Windows computer system, I fell in love with technology and was the annoying wiz-kid who knew how to burn CD’s, download Music and spent most hours discovering the internet and everything it had to offer from information to entertainment.

In 1995, I was a tee-ball all-star for Waterford Valley. I was a delightfully chunkier size left-landed first baseman, bound for greatness.

In 1988, I was born on a small island off the East Coast of Canada, St. John’s Newfoundland. 

Jodii Fox

Jodii’s Story

Jodii is typing…