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0 WWW.MAXMUSCLE.COM ı JANUARY 2016
MAX COVER
In the cutthroat industry of health and fitness, companiescome and go without warning. With 140+ stores across theUnited States, not only has Max Muscle remained a force to
be reckoned with, but it’s also proven to be a cutting-edgebrand that consumers know and trust. This year, as MaxMuscle celebrates its 25-year anniversary in business, CEOand founder Joe Wells shares the story of how it all beganand his high hopes for the future.
The Beginning of an EmpireMax Muscle originated as a supplement company called Mega-Pro in 1987.In 1985, Joe Wells had a successful private training business in OrangeCounty and was able to convince three of his clients to invest in Mega-ProZKHUH KH ZDV WKH &(2 IRU ¿YH \HDUV ,Q -RH VSOLW WKH FRPSDQ\ ZLWKhis then-partner, Dave Smith, and renamed the division, ‘Max Muscle,’
ZKLFK SURGXFHG KLJK TXDOLW\ SURWHLQV DQG ZHUH UHYROXWLRQDU\ LQ ÀDYRULQJDQG LQVWDWL]LQJ SURWHLQV 7KH VDPH \HDU WKH ¿UVW 0D[ 0XVFOH VWRUH RSHQHGon Tustin Avenue in Orange, CA and sold four products that are still on themarket today: MaxPro, Amino Max, Creatine, and Carbo Max. 2QH \HDU ODWHU LQ 0D[ 0XVFOH SXEOLVKHG LWV ¿UVW ERG\EXLOGLQJmagazine called, Max Muscle Bodybuilding News , a tabloid-stylepublication covering worldwide bodybuilding news featuring top athletes,XSDQGFRPHUV DQG ¿WQHVV PRGHOV LQ WKH VSRUW 7KLV PDJD]LQH ZDVeventually succeeded by the publication we know today as, Max Sports &
Fitness agazine.
New PartnershipIn 1993, Joe was at a bodybuilding show where he met his future businesspartner, Sean Greene, who was competing that day. That day sealed thefate of the direction that Max Muscle would be taking through a new
BY ROCHELLE MARAPAO
The passion
to start Max
Muscle came
from the desire
to develop the
highest quality
supplements.
As athletes, we
wanted to make
sure that what
we were putting
in our bodies
were products
that we
believed in and
knew would
get us the best
results. We wanted to be the very best athletes, so
in a way it was a selfish motivation.
As time went on and the business grew, that passion
for making the very best supplements never changed.
Now it is more about doing it to get our customers the
best results. Even today, although Joe and I are no
longer competitive athletes, we both continue to live
active lifestyles and use our supplements. Today, it is
just as important – if not more important – what all we
put into our bodies. That passion to continue to produce
only the highest quality supplements, not only for us
but for our loyal customers all over the world, continues
to be our driving force every day.
–Sean Greene, President Max Muscle
25 Years & Counting!
One of thefirst stores in
business (LongBeach, CA)
The newstorefront lookfor Max Muscle
locationsnationwide
Sean and IFBB ProJim Quinn at the
1993 Mr. California
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21JANUARY 2016 ı WWW.MAXSPORTSANDFITNESS.COM
Sean and Joe(with Joe Weider)winning the 1998
Entrepreneurof the Year -Academy of
Bodybuilding, Fitness
and Sports
Mark Sarale (in back)and crew in front ofhis first Max Musclestore in Sacramento.
Looking Back Over the Years
Joe Wells1998
Sean & JeanClaude Van
Damme in theearly 90s
Advertisement
for Max MuscleApparel inthe 90s
JOLYNN REDDON
BRIAN FURER
AMANDA FREESEMAN
DAWN THOMAS
TONI WARRICK
Locations nationwide. Find yours @
www.maxmuscle.com
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2 WWW.MAXMUSCLE.COM ı JANUARY 2016
partnership. “I needed a store manager and Seanhad a great personality and was driven to succeed,”Joe recalls. “We got along great and he bought intothe company shortly after we met.” The partnershipproved to be a good decision as 25 years later, Joeand Sean continue to advance the Max Muscle brandtogether.
Secret to Survival
7ZHQW\¿YH \HDUV LQ EXVLQHVV PHDQV WKDW \RX¶UHdoing something right, especially in an industrywhere your competitors are struggling to stay alive.Is there a secret to the longevity of the company?:HOO LW¶V PRUH RI D VLPSOH SULQFLSOH :KHQ LW FRPHVto Max Muscle products, both Joe and Sean thinkof themselves as being consumers and often putWKHPVHOYHV LQ WKHLU FXVWRPHUV¶ VKRHV ZKHQ PDNLQJdecisions.
When it comes to taste, value, and quality, they askWKHPVHOYHV LI LW¶V VRPHWKLQJ WKH\ ZRXOG XVH SXW RQthe shelves, or recommend to others. “This is how weset ourselves apart from the rest,” says Joe. “Qualityand taste has always been our differentiator. We weretesting our products for purity well before the FDAmandated it. We have an in-house PhD, Phil Harvey,to make sure we develop cutting-edge products thatare safe and our success is directly correlated withquality products that we stand behind.”
Looking to the Future 7KH 0D[ 0XVFOH EUDQG KDV JURZQ VLJQL¿FDQWO\over the last 10 years with the growing number ofIUDQFKLVHV SURGXFWV DQG FXVWRPHUV 7KH VN\¶V WKHlimit and for many more years to come, Max Musclewill still be making waves in the industry.
“I think we will always be a service-oriented retailstore,” says Joe. “The Internet will, of course, change
the course of retail, but we know that great customerservice for personal needs will always be in demand.We will continue to run ahead of the pack and offerservices and products that will set us apart. We haveintroduced more products in the last quarter of salesthan any of our competitors and we will continueto keep our products in demand by offering a greatselection of high quality products to our customers.”
%XW SURGXFWV DVLGH LW¶V WKH SHRSOH WKDW PDNH 0D[Muscle the company it is today. “The most gratifyingexperience from this journey is seeing the results ofcustomers who have lost weight and transformedWKHLU ERGLHV´ -RH VD\V ³,W¶V DQ DPD]LQJ IHHOLQJ WR
NQRZ WKDW \RX KDYH FKDQJHG VRPHRQH¶V OLIH IRU WKHbetter.”MS&F
What People Are Saying About MaxMuscle & Its Supplements
Word On the Street
I love that I can walk into any Max Muscle and
have an educated conversation with theMax Muscle staff about the nutrients and
science behind each of the supplements
and, more importantly, how they are going
to help me achieve my goals and stay on
a healthy path. – Christina Williams, IFBB
Pro, Petaluma, CA
My absolute favorite thing about Max
Muscle is the customer service. All the supplements are extremely high quality
and a great value. – Bryan Benzel, ASC
Pro Strongman, Lincoln, NE
Max Muscle is one of the original supplement
companies that has been around since the
beginning and during the rise of fitness. It
is a solid company with reputable products.– Carmen Bourseau, LFL Pro Football
Player, Los Angeles, CA
What I like best about Max Muscle is the
integrity of the staff and employees with
goals of educating them to their benefit
rather than just trying to sell them
a product. These are superb quality
products with scientific research to
back them. – Mark Sindayen, IFBB Pro,
Bothell, WA
I'm super picky about the taste and texture of
my supplements. I love the quality of the Max
Muscle products and that they actually taste
good. Because of that I look forward to my
BCAAs preworkout and protein. (photo by
Hiram Lee) – Rose Scarborough, NPC Bikini
Champion, Santa Cruz, CA
"e most gratifying experience fromthis journey is seeing the results of
customers who have lost weight andtransformed their bodies. It’s an
amazing feeling to know that you havechanged someone’s life for the better."