Why Are We the Authority on Sports Nutrition?

Max Muscle Sports Nutrition offers a totally unique in-store experience where education is the focus and where people get the attention and support they deserve.

Step into a new Max Muscle Sports Nutrition store and you're in for a unique experience - one that is all about you, and your fitness and nutrition goals. Caring and trained store owners and staff members greet and engage you in a personal discussion to help you discover what you really need to be successful.

At Max Muscle, it's all about education. From the minute you walk into the store, you have several opportunities to learn important nutritional information that will start you on your way to a healthier lifestyle. You can read literature in the information center or pull up countless thorough articles on the in-store computer. You can also watch an educational DVD featuring sports nutrition experts discussing valuable topics such as the benefits of protein and weight loss dieting dos and don'ts. Or, you can talk to one of the staff members who will take whatever time you need to explain the products and develop a nutritional program that's right for you.

"At Max Muscle, we don't just sell a product. We explain how it works and why it works," says Mark Sarale, a Max Muscle franchise owner in Central California. "We stress diet and nutrition."

Louie Sheridan, Jr., a loyal customer at the Max Muscle in Lincoln, Neb., benefited from the knowledge he gleaned from speaking with the staff. "I feel extremely confident that I received honest and responsible advice on supplements that will help me achieve my goals,' he says. "I have full trust in not only the Max Muscle products, but more importantly in Chad (Case),' who owns the Lincoln location.
Case says being a part of the Max Muscle team means cultivating and fostering relationships with his customers over the years, watching them get into the best shape of their lives and supporting them along the way. It helps that he has an accredited nutrition certification, which all new Max Muscle franchisees are required to get. "We aren't pill pushers," Case says. "We are experts in our field, people who are passionate about what we do and we only want to help people truly change their lives."

On any given day, Case will do a number of detailed and individualized nutrition programs for customers who walk through his door. He'll flash the plan on a giant plasma screen TV and then help them understand how their bodies work and how the nutrition program will help them be successful.

Matthew Lazaro, 22, an employee at the Stockton, Calif. Max Muscle store, also underwent the rigorous nutrition certification program so he could better help his customers. "It adds so much more credibility and it gives me another outlet to give my customers important information," Lazaro says. "It fills me with joy and makes me feel good because I can really help these people." Case and Lazaro encourage their clients/customers to stay the course because weight loss isn't an overnight deal. "We always tell customers, -don't expect overnight results." That's our whole philosophy," says Sean Greene, president of Max Muscle. "We preach safe and effective weight loss, which is what a majority of our customers come in for and that encapsulates what makes Max Muscle different."

Often, customers who undergo the nutrition assessment and get an individualized diet and weight loss program get pumped about getting healthy and opt to compete in the MaxFormation Fitness Quest held exclusively at Max Muscle locations.

MaxFormation contestants have to participate for a minimum of 12 weeks. Winners are chosen by store owners and staff. Winners not only get bragging rights, but they get to be featured nationally in Max Sports & Fitness Magazine.

"Support is critical at the beginning of any nutrtition program,"says Greene. "And that's part of what makes Max Muscle unique. We follow up with our customers. And, once they start seeing results, they get excited."

The MaxFormation contest began about seven years ago and countless lives have been changed since. People like 35-year-old Jared Juge who, in 12 weeks, dropped from a pudgy 16 percent body fat to a super lean five percent. Or Susan Jahangiri of Laguna Niguel, Calif. who lost 20 percent body fat and transformed her plump body into a highly toned muscled machine.

Some contestants lost more than 300 pounds. Others' appearances changed so dramatically, they look like different people. You can read all about these amazing transformations in the book, "MaxForm Your Life: 12 Weeks To An Incredible New You," available at Max Muscle stores. The book explains everything you need to know to get the results you want. "The first seven chapters of this book actually delineate the Max Muscle way," says Patrick Sanders, head of Max Muscle franchise development. The book is just one more avenue Max Muscle uses to help educate the public.

It's important to stress that Max Muscle isn't just for bodybuilders, as some might think. Max Muscle products and detailed nutrition programs are for everyone, including soccer moms, hard-working fathers, endurance athletes, high school kids and even the elderly. The goal is life-long health for everyone.

"I am not a bodybuilder, but a man that has a passion for his family and wants to live a healthy lifestyle so I am there for my family a long, long time," says Sheridan. "Therefore, I choose Max Muscle." MS&F

The Max Muscle Sports Nutrition team shares a passion for getting customers results.