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“We want to bring relief to the millions who suffer unnecessarily so they have control of their lives again.”

Jesse Cannone has been helping people eliminate their pain and regain control of their lives for more than a decade. As a successful personal trainer and post-rehabilitation specialist in the greater Washington, D.C. area, Jesse was not content with seeing so many clients come to him with lower back pain and sciatica. He decided to focus his attention on helping the millions of people who struggle with back pain, neck pain, and sciatica.

With the help of massage therapist Steve Hefferon and a hand-picked board of medical advisors, he created the world’s first self-assessment and self-treatment program for back pain and sciatica sufferers. The system, called Lose The Back Pain®, has proven extremely effective, selling over 55,000 copies in over 100 countries.

In addition to being a certified fitness trainer, bestselling author, and national fitness presenter, he holds many other certifications, such as Post-Rehabilitation Specialist, Specialist in Performance Nutrition, Advanced Level Fitness Trainer, and Master Fitness Trainer. He is a highly skilled marketing consultant and has helped thousands of other fitness trainers launch, build, and grow successful businesses.


MO: What is the Healthy Back Institute’s mission?

Jesse: We want to enlighten and empower people by exposing the many shortcomings we find in today’s medical system. We hope to transform the way people with back pain are evaluated and treated — we want to bring relief to the millions who suffer unnecessarily so they have control of their lives again.

MO: What motivated you to start the company and build it into the organization it is today?

Jesse: When I was 22, I met an attractive woman at the gym where I worked. I asked her out, and she asked me if I wanted to go running with her. Unlike her, I wasn’t actually a runner. Thankfully, my first run wasn’t embarrassing! After a few runs, however, my left knee buckled one day at the grocery store, throwing me to the floor. I was a 22-year-old bodybuilder who was unable to walk or impress this woman.

My knee didn’t improve after several weeks. I visited multiple health practitioners, and they couldn’t figure out what was wrong. My X-rays showed healthy bones, and my MRI proved my tissue was normal. I was still in pain after cortisone shots and painkillers. I scheduled a surgery, figuring it was my last resort.

For work, I attended a seminar on fitness rehabilitation. One of the presenters was an injury rehabilitation expert, and I approached him about my situation. He observed how I stood and walked. He said, “You’ve got a high right hip.” Of course, I asked, “What the heck is that?” He said, “The muscles on the left and right sides of your body are not in balance. One side is much tighter than the other, and it’s shifting most of your body weight to the left. That’s why your left knee is bothering you. It’s carrying most of your weight.”

He told me that I wasn’t really walking with both legs, but sort of hopping on just one. After doing his recommended exercises, my pain was mostly gone within three days — and completely gone within seven! I canceled the surgery.

People wanted to know how I’d solved my knee problem myself. I was angry that this treatment wasn’t being taught in medical schools or offered instead of drugs, shots, or surgery. That’s what motivated me to start my business.

MO: Why is it important, especially for working people, to make sure they have healthy backs throughout their lives and careers?

Jesse: The number-one cause of back pain is muscle imbalance, and one of the biggest ways people develop these imbalances is through excessive sitting. How we sit and stand at work matters a lot more than most people realize — even the height of your computer monitor matters. I’ve created a series of free videos that show you how to set up your workplace, as well as how you can quickly and easily minimize the damage of prolonged sitting.

MO: How can we take action to help strengthen our backs now, no matter our age?

It’s essential that we understand how our bodies work and what really causes back pain, and then take simple actions to prevent or correct it. One of the biggest things to grasp is that nearly all health conditions or pains are caused by a combination of imbalances in our minds, bodies, and diets.

For example, just like we all have muscle imbalances, we also can have nutritional imbalances. One common example is a deficiency of the mineral magnesium. Magnesium is a relaxant, so people who are deficient tend to have more aches, pains, spasms, etc.

And just like the muscle imbalances in the “body” realm and the mineral or nutritional imbalances occur in the “diet,” most people also suffer from imbalances in the mind. What I mean is that most people have too much negative stress in their lives and don’t know how to effectively eliminate it or deal with it.

The key to a happy, healthy, pain-free life truly is balance.

MO: Can you tell us a little bit about your most recent book, “The 7-Day Back Pain Cure?”

Jesse: This book is my most recent effort to prevent back pain sufferers from going through unnecessary surgeries, injections, and drugs. I show people how to determine the underlying — and almost always hidden — causes of back pain. I provide information on how to use that knowledge to get rid of most, if not all, of your pain, typically within seven days. Of course, this estimate is just an average. Every case is different. I’ve had clients who solved their 15-year-old back problems within two days. Others took two or three weeks to get rid of 70 percent of their pain — but that’s still a great outcome for those who have suffered daily for decades!

We’ve given away over 300,000 copies, and tens of thousands of people have used the step-by-step plan in it to finally get lasting relief.

MO: What is your advice for other entrepreneurs who have identified a problem and want to get their ideas going?

Jesse: The biggest mistake I see entrepreneurs make is not doing enough research. Many rush an idea to market without first ensuring that the idea meets all the essential criteria, such as:

  • What? Will people buy this? Are they already buying it? Do they want it or need it? Is there truly enough demand for this?
  • Who? Who is the target consumer? Where is he located?
  • How? How will you reach him? Can it be done affordably? Based on the price point of the product or service, is there enough money there to work with?

And you can’t just answer these questions based on your thoughts or feelings; you need to do lots of research and let the data answer the questions for you. I’ve seen so many people waste time, money, and energy chasing ideas that were doomed from the beginning. They could have avoided it all if they had only worked through these questions.

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