Joe Alter started SmoothFitness, manufacturer and retailer of fitness equipment, with his father after graduating from college in 1985 and was named president and CEO in 2002. He started as a sales rep in the company's first store in Philadelphia, "even delivering customers' orders in the evening," he reports. He became vice president of sales in 1994. Joe is responsible for establishing the manufacturing relationships in Asia and Germany, and establishing Smooth Fitness as the leading e-retailer of quality fitness equipment today. Joe attended the University of South Alabama on a baseball scholarship.