CEO Joseph Schmulian, better known as Joe, was born and raised on a dairy farm in the heart of South Africa. His mother Ilka, originally from New-York City married his father, Joseph Schmulian Sr. and moved to South Africa where they raised Joe and his older sister, Amy. His grandfather served in the U.S. Army Cavalry, then entered the Army Air Corps and finally served as a bomber pilot in the U.S. Air-Force, achieving a rank of Major.

From day one sport has been Joe's passion. He has competed in many different sporting arenas and achieved all-state or national levels in tennis, rugby, cricket, track and field and cross country. Tennis was his sport of choice and he has won a tennis tournament at the state, sectional, national and professional level. He achieved this after having a late start at the sport playing his first tennis tournament at the age of 15. By age 18 he was ranked number one in the country in doubles and 5th in singles while winning the South African boys 18 and under National Doubles Championships. He achieved this after never receiving any formal coaching. He went on to play division one tennis at the University of Memphis. He captained the University of Memphis men's tennis team in his senior year and received the Conference USA sportsmanship award. In 2008 he won the United States Tennis Association Men's Open National Grass Court Championships Doubles title as well as making it to the singles final. During his career as a tennis touring professional on the ATP (Association of Tennis Professionals) tour he achieved great success reaching three finals and winning a professional title and being ranked in the top 10 percent of tennis players worldwide.

Joe graduated Cum Laude from the University of Memphis, Memphis, Tennessee, with a Bachelor of Business Administration degree in Management Information Systems. He also received an academic scholarship and was a member of the honors program achieving a 4.0 GPA for all his upper division business classes. He was named a Scholar Athlete by the ITA (Intercollegiate Tennis Association) and received many C-USA academic accolades. He was also the captain of the Memphis Cricket Club for the 2008 season. He has seen and understands the "nature" of the athlete and what they seek. He is an extremely motivated and disciplined individual with great vision and work ethic. He therefore has a great understanding of the business environment he will be competing in. He not only carries a great vision for the company, but understands how to run it effectively and how to implement his ideas.

Joe is also a model and actor. He also enjoys playing golf and doing carpentry. He has completed 11 hours of flight time towards a private pilot's license.