About Our Founders
Dr. Jax Black and Tomer Yogev aren’t just executive coaches—they’re partners in life, purpose, and possibility. As a married duo with decades of combined leadership experience, they’re known for bringing a rare blend of wisdom, warmth, and transformative insight to every conversation. Their approach is as dynamic as their energy—and as grounded as their love for helping others rise.
The spark for what would become The Big Joy Theory was ignited thousands of feet in the air, during a skydiving adventure. Tethered to professionals they had to fully trust, Jax and Tomer had a revelation mid-fall: great leadership requires the same ingredients—security, trust, and unshakable confidence. That moment of clarity became a catalyst for everything that followed.
They first founded TandemSpring, a space for leaders to shed outdated corporate molds, reclaim their inner strength, and lead from a place of authenticity. But over time, a deeper truth revealed itself—one that echoed both in their work and their own lives: joy isn’t just a byproduct of success—it’s the fuel for it. Without joy, leadership falls flat. With it, anything is possible.
That realization gave birth to The Big Joy Theory—a revolutionary way of leading that centers joy as both compass and catalyst. Today, Jax and Tomer and The Big Joy Theory coaches guide leaders back to themselves, helping them unlock a deeper power, a more meaningful presence, and a way of leading that flows from the truth and wisdom held in their heart.
At The Big Joy Theory, leadership isn’t about doing more—it’s about being more: connected, intentional, authentic, and whole. And it all begins with joy.
About The Big Joy Theory
The Big Joy Theory is the foremost model for joy-based leadership and personal development, blending decades of real-world experience with robust scientific research. At its core, our model revolves around three transformative cycles: awareness, expression, and efficacy. When these cycles are rooted in joy, leaders tap into their authentic selves, empowering them to break free from conventional constraints and inspire genuine change.
By shifting from a deficit-focused mindset to one that celebrates innate strengths, the Big Joy Theory has proven its worth across diverse organizations—elevating hundreds of leaders and transforming corporate cultures. Our approach isn’t just about improving performance; it’s about rediscovering self-love and embracing a leadership style that is both empowering and profoundly human. Discover how nurturing joy within can unlock new possibilities and lead to a more vibrant, fulfilled future.
Joy Guidance
Joy Guidance is our unique, research-backed methodology that transforms leadership from the inside out. It empowers you to harness the data of your joy—your true, authentic self—unlocking operational, emotional, and spiritual growth. In a world driven by detached metrics and AI, Joy Guidance is the beacon that lights the path to wholeness, inspiring leaders to thrive rather than just survive. Discover how tapping into your inner joy can turn challenges into opportunities, failure into growth, and everyday experience into wisdom.
Curious to learn more? Click here to explore the transformative power of Joy Guidance.
The Joy Of Authentic Leadership Is The Only Model
That Can Sustain You Through The Journey of Entrepreneurship
Our Core Offering: Joy Guidance
At the heart of The Big Joy Theory is Joy Guidance — a transformative experience that goes beyond traditional coaching. While it shares similarities with coaching or therapy in that it's a one-on-one conversation designed to elevate your performance, leadership, and life, Joy Guidance is something entirely different.
What sets it apart? We don’t just coach — we help you tune into the wisdom of your heart. Our model is grounded in the belief that lasting change and true fulfillment come from within. [Click here to learn how Joy Guidance differs from conventional coaching.]
1 session (3 hours)
Begin your journey into joy with this 3-hour intensive that will help you to identify the multitude of experiences of joy in your life and craft your joy brand so that you can call forward more joy into how you live and lead. Learn the tools all of our clients use to build a life full of joy.
3 sessions (90 minutes)
3 weeks
Elevate Your Joy is a 3-session series conducted in consecutive weeks to build upon your joy brand and begin to see how living and breathing into your joy, your self-love, and the wisdom of your heart can have immediate and often profound effects. Learn how to fully express yourself in joy and start building a life that continuously calls you into who you authentically are, in joy.
8 sessions (60 minutes)
4 months
Perfect for new clients to begin and engage in a journey of joy, or for existing clients to continue to build accountability and life efficacy around the models of joy previously identified, Expand Your Joy takes everything learned in your joyful elevation and allows for it to spread out and effect every corner of your life. This 8-session series, meeting bi-monthly, is where living and leading really gets full of joy.
Meet Your Joy Guide
At The Big Joy Theory, each Joy Guide brings a rich blend of experience—as seasoned coaches, insightful guides, and trusted leaders. Every guide has been personally trained one-on-one by a Big Joy Theory founder, ensuring a deep, embodied and lived understanding of our signature model of joy-centered growth.
Our guides are not only masters of the methodology—they’re also equipped with a full spectrum of tools and resources to support your unique path. We invite you to explore their profiles and let your heart lead the way. The right guide for your journey into joy is waiting.
Tomer Yogev
Jax Black
Tyfahra Milele
Interested in becoming a Joy Guide? We’d love to hear from you. Click here to learn more.
Contact us
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