“Jo Jo was a man who thought he was a loner
But he knew it couldn’t last.
Jo Jo left his home in St. Louis, Missouri
and bought a bar in Maynard Mass”

Joseph Henry White, known as Jo Jo White, was born on November 16, 1949. White grew up in St. Louis, Missouri and played college basketball at the University of Kansas. After college Jo Jo played on the 1968 USA Olympic basketball team in Mexico, which went undefeated (9-0), beating Yugoslavia 65-50 in the title game.

After the Olympics, White was drafted in 1969 in the first round (9th pick overall) by the NBA’s Boston Celtics, who at that time had just won their 11th championship in 13 years. However, before White even reported to training camp, the Celtics’ legendary center and player-coach Bill Russell announced his retirement. White would endure a rebuilding season while the Celtics got back on track, drafting Dave Cowens and trading for Paul Silas. Along with these two and veteran John Havlicek, White would be the cornerstone of two Celtic championship teams in the 1970s (1973-74 and 1975-76).

White went on to become one of professional basketball’s first “iron men”, playing in all 82 games for five consecutive seasons during the 1970s.

He was an All-Star for seven straight years from 1971 through 1977, finishing in the top ten in the league in assists from 1973-77. In 1974 and 1976, White helped lead the Celtics to the NBA championship and was named the most valuable player of the 1976 NBA Finals. Perhaps the most exciting game White ever played was the triple overtime win against the Phoenix Suns in game 5 of those finals. White was the game’s highest scorer with 33 points, had a game high 9 assists, leading the Celtics to a 128-126 win. Logging an incredible 60 minutes of play time, only the Suns’ Garfield Heard (61) played more minutes. Many claim it to be the greatest game ever played.

On Friday, April 9, 1982 his number 10 was hung from the rafters at the Boston Garden.

In addition to “NBA Legend” Jo Jo can also add avid golfer, restaurateur and actor to his resume. Now a resident of Middleton and a member of the Ferncroft Country Club he plays as often as he can and has found great pleasure in the quest to perfect his golf game. He says golf offers him the same challenges, both mentally and physically, that basketball did in the past and since his retirement from the NBA golf has filled the competitive void that lurks in most professional athletes upon retirement. It also allows him to represent the Celtics in numerous charity related events. Jo Jo now a 7 handicap first played as a kid but was not allowed on courses. “If I had more opportunity when I was younger I might even be a 2 or scratch. I was probably 10 years old living in St Louis when I first tried golf just in a field. Golf was always time consuming and blacks were not allowed on the courses.  My first time on a course was in 1969 in Kansas. I was always watching Nicklaus who went to Ohio State with John J. Havlicek. Lack of rules and changing of rules has a lot to do with what is going on with our society. We need rules it makes us stronger as a nation and as individuals. We are not teaching anything to our children with regard to rules.”

White is a man whose name is etched forever in the minds of many for the passion and commitment he displayed towards basketball. His professionalism was unrivaled and he was a source of inspiration and propelling force for the scoring consistency of the Boston Celtics in the 1970s. Jo Jo still works for the Celtics as a mentor and continues to council young athletes when they come into the league.  He is now a source of inspiration and propelling force for younger athletes.  He is a legend that many players still look up to even to this day.  People want to listen to a winner and someone they can respect. Finding that combination “a winner you can respect” is becoming harder each day. Perhaps it is the inflated salaries, the lack of education as Jo Jo points out or that athletes are constantly surrounded by yes men.

Jo Jo had the idea to create an environment where athletes can have dinner and enjoy themselves in a safe environment. (www.jojoswest.com) The concept for Jo Jo’s is to cater to the professional athletes with half the location dedicated to a private club and half the place being open to the public. Incorporated in the private part of Jo Jo’s club is the use of limo service, extensive security, a private environment. Think of it as a celebrity night care center. The timing could not be better in lieu of what is currently going on with Tiger Woods.  Jo Jo‘s favorite golfer is Tiger and he knew his father, Earl, as he played baseball at Kansas State while Jo Jo was a t University of Kansas.  “I watched as Earl raised Tiger as an athlete and I have a great deal of respect for Earl as a dedicated father.”  While at Kansas State in 1951, Earl broke the Big Eight Conference “color barrier” in baseball.  When asked to comment on Tiger’s current situation Jo Jo said “It is part of being in the world and unfortunate, like all of us he made the wrong decision. It does not hamper his talent – he is still a tremendous athlete. It was a bad judgment call and we see the tremendous effects it has on his family and image. We are all human and subject to make mistakes he is human just at the top of his sport.”

Why Maynard? According to Chris Barnes, CEO of Jo Jo’s they tried two different buildings in Boston and had an opportunity with a property in Maynard. It just made sense there are 5 towns surrounding Maynard with an average income of 132k, most of the Celtics all live with 20 minutes of the restaurant, their practice facility is at Brandeis University. After the success of the Maynard location they are planning to open second location in Boston next year and then rolling out to Washington DC, Atlanta, Miami, Las Vegas, Los Angeles, Phoenix, Chicago and NY.

The advantage to this unique concept for a restaurant and club is that the athlete can enjoy themselves and be comfortable. Many are young and still want to go out have dinner enjoy an evening out, like most of us. The private club has membership component which is invitation only and is handled personally by Jo Jo.  So who has been invited to join? So far the 225 athletes on the 7 Boston teams have been invited to join.

Jo Jo’s is addressing a need – people still need to go out and enjoy themselves especially in a recession and athletes are no different.  According to Jo Jo “Many of the athletes have a pocket full of money and no place to go – we offer something to the general public and something special “a safe haven” that protects the athletes interests. They need a place to blow off steam or they end up in wrong places”. Jo Jo says “Many times we are one turn to the right or left away from making a bad decision –  much of what is going on is a result of operate without rules,  money is dictating sport and education is taking a back seat.”

Jo Jo’s thoughts: “If you do not have education you will run into problems. We have gotten away from education and people are motivated by “things” and they are not important – life itself is the most important thing. Hey you never see any Brinks trucks go into the grave.”