MAX MUSCLE SPORTS NUTRITION - 25 YEARS & COUNTING

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20  WWW.MAXMUSCLE.COM ı JANUARY 2016 MAX  COVER  In the cutthroat industry of health and tness, companies come and go without warning. With 140+ stores across the United States, not only has Max Muscle re mained a force to be reckoned with, but it’s also proven to be a cutting-edge brand that consumers know and trust. This year , as Max Muscle celebrates its 25-year anniversary in business, CEO and founder Joe Wells shares the story of how it all began and his high hopes for the future. The Beginning of an Empire Max Muscle originated as a supplement compan y called Mega-Pro in 1987 . In 1985, Joe Wells had a successful private training business in Orange County and was able to convince three of his clients to invest in Mega-Pro ZKHUH KH ZDV WKH &(2 IRU ¿YH \HDUV ,Q -RH VSOLW WKH FRPSDQ\ ZLWK his then-partner, Dave Smith, and renamed the division, ‘Max Muscle,’ ZKLFK SURGXFHG KLJK TXDOLW\ SURWHLQV DQG ZHUH UHYROXWLRQDU\ LQ ÀDYRULQJ DQG LQVWDWL]LQJ SURWHLQV 7KH VDPH \HDU WKH ¿UVW 0D[ 0XVFOH VWRUH RSHQHG on Tustin Avenue in Orange, CA and sold four products that are still on the market today: MaxPro, Amino Max, Creatine, and Carbo Max.  2QH \HDU ODWHU LQ 0D[ 0XVFOH SXEOLVKHG LWV ¿UVW ERG\EX LOGLQJ magazine called, Max Muscle Bodybuilding News , a tabloid-style publication covering worldwide bodybuilding news featuring top athletes, XSDQGFRPHUV DQG ¿WQHVV PRGHOV LQ WKH VSRUW 7KLV PDJD]LQH ZDV eventually succeeded by the publication we know today as, Max Sports & Fitness  agazine. New Partnership In 1993, Joe was at a bodybuilding show where he met his future business partner, Sean Greene, who was competing that day. That day sealed the fate of the direction that Max Muscle would be taking through a new BY ROCHELLE MARAPAO The passion to start Max  Muscle c ame from the desire to develop the highest quality supplements.  As athle tes, 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 selsh motivation.  As time went on and the business gr ew , that passion for making the very best supplements never changed.  Now it is more a bout doing it to g et our cust omers 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 importa nt – what all we  put into our bodies . That passion to c ontinue to pr oduce 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 the rst stores in business (Long Beach, CA) The new storefront look for Max Muscle locations nationwide Sean and IFBB Pro Jim Quinn at the 1993 Mr. California

Transcript of MAX MUSCLE SPORTS NUTRITION - 25 YEARS & COUNTING

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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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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."