Joe is known for taking the Company online and he conceptualized and branded the name Smooth®. He was promoted to President and CEO of Smooth Fitness in 2002 after serving as VP of sales since 1994. In the early days of the Company, Joe earned his stripes by working as a sales rep in their first store located at 21st & Walnut Streets in Philly, and even delivering customers' orders in the evening. In 1989, Mr. Alter began selling rowing machines via mail order in industry magazines such as Shape and Muscle & Fitness. Joe is responsible for establishing the manufacturing relationships in Asia and Germany, and establishing Smooth Fitness as the leading e-tailer of quality fitness equipment today. Mr. Alter attended the University of South Alabama on a baseball scholarship to play for Hall of Fame coach Eddie Stanky. After graduating in 1985, Joe returned to Philadelphia to start the business with his father.