Joe Cross, focused most of his energy in his 30âs on building a business empire and his wealth, Joe admits that his health had never been a priority. In his early thirties he developed a rare auto-immune disease for which he was prescribed a powerful prescription medication. After taking pills for several years and dissatisfied with the knowledge that he would likely be taking them for life, Joe decided to examine what he was eating and explore the link between his illness and his diet. Australian-born entrepreneur who most recently founded Reboot Media, a health and lifestyle brand that creates educational media. He is also the Co-Director, Executive Producer, host and subject of Reboot Media's first film, Fat, Sick & Nearly Dead.