Franchisee Profile: Paola Florez of Miami, Florida

Name: Paola Florez

Brand: Max Muscle Sports Nutrition

Location: Miami, FL

 Paola Florez (middle) and her business partners Angela Lopez and Jose Zayas

Q: Where are you from?

A: I am from Columbia and came to the U.S. six years ago. I like living in the U.S. because it is a country of opportunity that offers great financial flexibility, good education and a better quality of life. Here I can also open my own business more easily than I could have in Columbia. 

Q: What was your career before franchising?

A: I have a bachelor’s degree in Economics that I earned in Columbia. In the U.S., I have worked at home caring for my son and studied English. I also spend time at the gym to take care of my health.   

Q: Why did you decide to open your own business?

A: I decided to open my own business not only to support myself, but because I wanted to contribute to the health of my family and the community. I believe in a lifestyle based on nutrition and activity creates a better way of life and felt that this type of business was one I could believe in!

Q: What was appealing to you about joining a franchise system?

A: I chose to join a franchise system because I can manage my own business with less risk through a proven system under the name of a successful, established company. I like that I don’t have to start from ground zero, and MMSN is continually growing and competes very well in its industry.

Q: With regard to your previous experience, what skills do you feel will help you in your business?

A: I took up nutrition and fitness as a hobby and feel I have had very good success. I want to use my story to help other people meet their goals. 

Q: What are some of your achievements (professionally or personally) that you think will help you along the way in your business?

A: I have a bachelor’s degree in economics, which is very helpful in understanding the operational side of my location.   

Q: What are your expansion or development plans?

A: I will wait and see how the store does and consider further development once I have opened my first location.

ABOUT MAX MUSCLE SPORTS NUTRITION:

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include offering its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile: Allen Lasky of Dallas, Texas

Name:  Allen Lasky

Location: Dallas, Texas

Q: Where are you from?

A: I am originally from Chicago but grew up in Wisconsin.  When I turned 18, I graduated and left to join the U.S. Air Force.  After I got out of the service, I moved to California and lived there for 13 years.  Then we got wise and moved to our final resting spot – the Great State of Texas.

Q: What was your career before franchising?

A: I have been in aviation my whole life.  I started as an aircraft electrician in the Air Force.  I stayed in aviation after I got out and did everything from working on engines to overhauling aircrafts.  After many years as a mechanic, I moved to quality control (QC) as an inspector and spent majority of my career in aviation in this role.  Incidentally, I have never worked for a large airline; I always worked for independent repair stations or aircraft manufacturers.

Q: Why did you decide to open your own business?

A: I always wanted to be in business for myself.  I looked into different concepts, such as video stores and ice cream shops, but I wasn’t really prepared to undertake those types of ventures while raising a family.   Plus, it was hard to imagine myself renting out DVD’s or scooping ice cream on a day-to-day basis. 

Then, two years ago, I went through a drastic transformation and found something I was passionate about.  I was 51 years old, weighed 230 pounds and was at 30% body fat.  The realization that I wasn’t in shape and aging terrified me, so I joined a gym and hired a trainer.  Now at 53 years old I am in the best shape of my life at 165 pounds 8.2% body fat.

As part of my transformation I discovered nutritional supplementation from MMSN. The franchising opportunities caught my eye.  I originally started looking to purchase a franchise about a year ago but wasn’t in the financial and career position to do so at that time.  So I put the idea on the backburner but, in the meantime, I got my financial and job situation squared away.  On the job front, I was travelling a lot and couldn't dedicate the time to prepare for starting a franchise.  After some time, I got to this point and decided to take the opportunity seriously, which brings me to my present situation.

Q: What was appealing to you about joining a franchise system?

A: I have never run a business and liked their business plan and franchisee support.  It’s a turnkey operation.  Don’t let the term “Turnkey Operation” fool you, though; it’s also a lot of work, but a lot of the work has also been done on the front end by MMSN.  So I thought it would be the best way for me to go into business for myself.  Along with the training MMSN will provide (and it’s a lot!), they will prepare me well for opening my business. I am so excited; it’s all I think about all day long! My family will be involved. My daughter-in-law will be my manager.  I went into this with the thought of having my family involved and that is very important to me.

Q: With regard to your previous experience, what skills do you feel helped you in your business?

A: In every prior position I’ve held, I’ve managed to move into supervisory positions and find success.   It’s probably because I know how to deal with people and run a quality department. I am a fast learner and my attitude and my enthusiasm is going to serve me well. 

Q: What obstacles have you overcome to get where you are today with your business?

A: I have to learn about business and about dealing with people from a different angle than I have been accustomed.  In addition, I could not secure a Small Business Administration (SBA) loan due to collateral rules in Texas (the Texas Homestead Act prevents banks from seizing homes, which are traditionally used as collateral on loans in most other states). 

However, this ended up being a blessing because in the process I learned about a way to roll my retirement funds into a 401(k) trust, and so I am funding my business from my retirement funds.  Therefore, when my business is open it will be paid for, and I will just have operating costs to deal with. Some may question sinking all of my retirement savings into this business, and to that I would answer “this is my retirement”.  If I were working for another company, I would look to retire in thirteen years.  Because I own my own business and am in great shape, I will probably never retire.  Putting my retirement funds into this business is a risk, but I think it is a good risk.

Q: What are some of your achievements (professionally or personally) that you think will help you along the way in your business?

A: When I set out to do something, I really put everything into it.  A lot of the things I have learned over the years in my career are self-taught.  Aside from the obvious point of getting into shape during a time when most are out of shape, I am also proud of my prior aviation history and the way it will serve me in business.  For example, I was appointed as a designee by the Federal Aviation Administration to do work on their behalf, which is not an easy designation to get.  So whenever I put my mind towards something, I get it done.

Q: What are your expansion or development plans?

A: We are hoping to expand at 3-5 years down the road. Of course that will depend on the success of my store.

ABOUT MAX MUSCLE SPORTS NUTRITION:

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include offering its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile: John Hagaman of Rockwell & Plano, Texas

John Hagaman

Location: Rockwall, Texas; Plano, Texas

Q: What was your career before franchising?

A: I received my undergraduate degree in 2004, and then my masters in 2005. I found myself overeducated and under experienced. There were companies that wanted to hire me, but they didn’t want to be my stepping stone, and so they didn’t want to invest the time in someone that would leave for a better job. I couldn’t get a “real job.” So I went to Cooper Clinic in Dallas and got certified as a personal trainer. I did that for a couple of years until I started working in outside sales.

Q: How did you learn about the brand?

A:  I went in to the Max Muscle location in Arlington and I thought the set-up was cool. I began using the products and started to see how effective they are. After learning about the consultative component to Max Muscle’s business strategy, I wanted to get involved myself. After researching more about the brand, the opportunity to open the Rockwall store came up so I jumped on it. I opened Rockwall in November 2009, soon followed with the Plano store and have never looked back.

Q: Why did you decide to open your own business?

A: I come from a family of entrepreneurs – my mom owns four Sports Clips franchises in the Dallas-Fort Worth area – and I always said that by the time I was 30 I wanted to be working for myself. I was looking for the next big thing to make my own. I liked personal training, but I wanted a broader clientele base. I saw Max Muscle as a kind of personal training, with more steady business, employees and a product you can put your hands on.

Q: What was appealing to you about joining a franchise system?

A: I could have opened my own supplemental/nutritional store, but with Max Muscle, the marketing was already in place, and I had the corporate support. There aren’t a lot of Max Muscles in the area, so this gave me the opportunity to have a brand presence here.

Q: Why did you choose to enter this industry?

A: Growing up, I was kind of the fat kid, so I know what people struggling with weight issues are going through. I grew up as more of the cheerleader while my brothers excelled in athletics. I’m all about helping people, because I’m hoping it will trickle down to their family and their children. Childhood obesity doesn’t have to be outrageous, and parents are setting the example without even knowing it. So if I can educate the parents on how to take care of themselves, they’ll subconsciously set the example for their kids.

Q: How does your business connect with the community?

A:  We support the local football programs and participate in fundraisers, but the biggest thing for me is public speaking. Giving lectures and working with people to spread knowledge is what I love doing. We’re always in the community showing our face and spreading the message of “this is how we live.”

Q: What are your expansion or development plans?

A: I’d like to add a third store – that’s my long-range goal. I work in my stores every day, and I’d like to rotate working in three stores. I hope Max Muscle explodes in north Texas. I see this area doing well.

ABOUT MAX MUSCLE SPORTS NUTRITION:

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include offering its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile: Geff Malone of Santa Cruz, CA

Name:  Geff Malone

Date Store Opened:  2000 (11 years ago)

Location: Santa Cruz, CA

Q: Where are you from?

A: I am from San Jose, California. 

Q: What was your career before franchising?

A: Prior to working for MMSN, I worked in a carburetor remanufacturing family business for 24 years that my grandfather started in 1945. My father took it over from him, and I took it over from my father.  When car manufacturers discontinued the use of carburetors in cars, revenue became tighter. I decided I was still young enough to do something else and looked into franchising.

Q: What was appealing to you about joining a franchise system?

A: I looked into franchising for a very long time before I committed, and I was attracted to the structure.   It is rare to see a good franchise go out of business.  I looked into the major fast food chains first, but they took too much capital to open, and I really didn’t believe in eating fast food anyways.  I also looked into some healthier quick service concepts but could not see myself performing the repetitive tasks it took to be successful for a long period of time. 

My decision to open a MMSN was based on making myself happy and giving myself a quality lifestyle. The concept of MMSN went along with my lifestyle of working out and body building. I also really enjoyed being a client of MMSN; I was buying from them already, and it seemed like a business I could do because I have a personal training and nutrition background.

Q: How have you survived the economic downturn?

A:  In the 10-11 years I have owned a MMSN, I never thought about failure.  However, 2010 was a much harder year for me; my store did not perform as well as I would have liked, and I became worried for the first time.  This experience made me open my eyes to my view of the store and the value I offered my clients.  We always offered light nutritional planning, but my focus and energy was more on athletes more than the average person. In addition, I focused too much on selling supplements.  These choices started to show on my bottom line. 

I decided that I had to reinvent myself and my view of the store instead of just lowering expenses if I wanted to make a difference.  In early 2011, I decided to focus on compensatory nutrition and wellness planning that incorporates supplements and works more on health and wellness consumers as opposed to athletes and body builders.  We also started partnering with a lot of wellness and fitness centers to provide this much-needed service to the community. 

The first step is a one-hour fitness consultation with a client to understand their goal  and to ascertain their current workout and eating habits.  Our plan is uniquely designed to fit their goals and to be attainable; not just what we want them to be or to do. Most of our clients want to lose weight and tone up, but, occasionally, some want to gain weight.

We tell people that 70 percent of attaining a goal is proper nutrition.  People like to work out, but even the best only devote between one to one and a half hours a day to it.  Nutrition accommodates the rest of the day, and, if you can handle the nutritional aspect of a goal, you can achieve it.  The problem is that most trainers do not take the time and do not have the energy to design meal plans.   

As a result, 2011 is set to be our best year ever!  By taking a look at myself and my view of the services we provide, I was able to align our store offerings with our client needs in a way that made them want to choose the value we provide by focusing on everyday health and wellness.

Q: With regard to your previous experience, what skills do you feel helped you in your business?

A: I have good people skills and manage employees well.  Having a personal training and nutrition background helped, as I was living a healthy lifestyle prior to opening up my location. I can relate to my clients, however, because I used to be really overweight until my early adult life.  I went from over 30% body fat to around 10% body fat. 

ABOUT MAX MUSCLE SPORTS NUTRITION:

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include offering its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile - Craig David of Boulder, Co

Name:  Craig David                                                                          

Open Since:  2008

Location: Boulder, Co.

                                                                                            

Q: Where are you from?

A: I am from Monte Vista, Co., which is a small farm town.  My family is full of farmers, preachers and pilots. I think I’m the first one to not go into one of these three fields! I received my undergraduate degree in exercise science with a nutrition minor from Colorado State University and lived in Denver before moving to Boulder.    

Q: What was your career before franchising?

A: I launched a start-up for young professionals mentoring program soon after college.

Q: Why did you decide to open your own business?

A: The mentoring program was a stepping stone in the path to own my own business and certainly helped me from a management aspect.  I also have a strong passion for the industry based on my background in exercise science and nutrition.  I knew of MMSN because of my background and had previously purchased from them.   

I learned about MMSN from the franchising perspective when I met one of the regional contacts who conducted a MMSN seminar on nutrition and wellness while sitting on the board of the Denver alumni group for Colorado State University.  We got along well and wanted to work together on conducting other programs, and then he asked me if I had any contacts that would be interested in purchasing development rights to the Boulder area.  I talked with my father about it and got his support and started the franchisee process a few weeks later. 

Q: What was appealing to you about joining a franchise system?

A:  Several people in my family own businesses, and I’ve seen that it can be difficult to know how to put the right structure and systems in place from the outset of starting a business.  MMSN provided a structure and model for me as well as other supportive resources that helped make up for my lack of experience as a young business owner. 

Q: With regard to your previous experience, what skills do you feel helped you in your business?

A: I’m good with people and building relationships. The residents of Boulder are highly educated and it is a small community that is deeply concerned with living a healthy lifestyle.  I work hard to earn the community’s trust as an expert resource in nutrition and wellness. 

Q: What obstacles have you overcome to get where you are today with your business?

A: I grew up a fat little kid!  In high school, I grew out of it and was athletic and played football, so I have been on both sides of the nutrition and wellness spectrum.  In college, my focus was on really studying the body; when you understand your body, you can learn to manipulate it in a positive way.  Towards my senior year, I also fell in love with cross training, racing snowboards & pulled the trigger & competed in my first triathlon.

In addition, working past the stereotype that a concept like Max Muscle is all about “meatheads” is something I have worked hard at overcoming within the community.  I spend a lot of time focused on education and am involved with the University rugby, lacrosse, triathlon, & swim teams as well as area gyms.

Q: What are your expansion or development plans?

A: I will consider it in the future but am happy running my location for now.

ABOUT MAX MUSCLE SPORTS NUTRITION:

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include offering its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile: Dianne Carlos, Franchisee of Sacramento & Woodland, CA

Opened: 

• Woodland - December 2010
• 36 Main St, Woodland, CA 95695
• Sacramento/Natomas - May 2006
• 1850 Del Paso Rd Ste 3, Sacramento, CA 95834

Originally from Stockton, CA, Dianne Carlos was a franchise rookie when she and her partner opened their first Max Muscle Sports Nutrition franchise in Natomas in 2006. Despite having little to no knowledge of the brand at the time, Dianne was excited about getting involved. Then, about 5 months after opening, her partner passed away and, in his absence, Dianne had to simultaneously cope with the tragedy while stepping up to quickly learn the product side of the business. In December, Dianne defied her own expectations and opened her second Max Muscle in Woodland all on her own. Today, she remains the sole owner of both locations.

Q: Before franchising, what were you involved with and how did that pave the way for your franchising career?

A: I worked in marketing for various corporate offices. In my positions, I was involved in tracking budgets, calculating returns on marketing investments, policing the brand, as well as overall project management of marketing campaigns. Having knowledge on how decisions are made at the corporate level gives me more insight of the direction I see the company is headed now that I find myself on the operating end of business.

Q: Why was this brand the right fit for you?

A: Max Muscle prides itself on manufacturing high quality products and educating people on how to use them. I don't feel like I sell products, I feel more like a counselor and problem solver. When a customer comes back to tell me that a product I recommended helped them, I know I made the right career path choice.

Q: How do you see the brand connecting with your local community?

A: Max Muscle store owners typically operate their stores in the communities they are a part of. Community involvement plays a big role in who Max Muscle is as a company and we get to know our customers on a personal level. We want to be known as the place to go for quality products, honesty and knowledgeable staff members.

Q: Tell me about your family—do they have any involvement in your business?

A: I have never been married and don't have children so this has been a solo venture.  However, I recently got engaged to my business partner in the gym we opened.  He was a Max Muscle customer and is now becoming more involved with the marketing of the stores.

Q: What have been some accomplishments or career milestones for you and your business? 

A: When I lost my business partner just 5 months into our store opening, I thought I needed to get out of the business, but looking back, that was fear talking. I received an overcoming adversity award at the annual Max Muscle franchisee convention in 2008, at the time I didn't think I had done anything out of the ordinary, I was just protecting my investment and running the business. Since then, I found my passion for the business and even opened a second location. Deciding to take the leap to leave my corporate position to be in the store full-time was definitely a huge step. I am currently the sole operator of both the Natomas location and my new location in Woodland, as well as a gym I own with my fiancé.

Q: What are your future goals? Development plans?

A: Adjacent to my new Max Muscle store in Woodland, my business partner and I opened a fitness center where we offer weight training, mixed martial arts for kids and adults, boxing, CrossFit, personal training and group fitness classes. Our vision is to educate our customers that to successfully achieve their health and fitness goals requires both exercise and good nutrition.

ABOUT MAX MUSCLE

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile: Kristin Wood - MMSN Franchisee & Renaissance Woman

Fairfax, Virginia franchisee Kristin Wood, a former intelligence officer with the CIA and special to CNN national security commentator, links dedication, information, and recognition in her career to benefit almost everybody who comes into contact with her and Max Muscle Sports Nutrition.

"Community involvement became a natural extension of owning a Max Muscle Sports Nutrition store." said Wood, on the eve of launching the Max Muscle Virginia Celebrity Golf Tournament benefiting the CIA Officers Memorial Foundation. "As a Certified Fitness Nutrition coach as well, we meet a lot of people with varying needs. The three things they seem to always have in common is the desire for camaraderie & fellowship, to feel better, and to have fun. I just love being able to facilitate these things!"

Owning a Max Muscle store also means getting involved in her community. Every person who walks through her doors has a story. Every person is a piece of a puzzle, she says. "We are all connected to one another."

With nearly two decades as an Intelligence Officer with the CIA, Wood knows a thing or two about research. A skin cancer survivor, Wood left the agency and partnered with Corry Matthews to open their first Max Muscle store in Manassas, Virginia. Shortly after that, their cumulative success grew and a second store in Fairfax, Virginia was added. Her zeal for community-based programs blossomed as she introduced police departments, fire departments, government agencies, professional sports franchises, high school coaches and players, neighboring businesses, and a host of inter-connected networks of people to nutrition-centric promotions based in competition and fun.

"With my own kids sports, the team element has always been essential." said Wood. "What seems to happen every time is the domino-effect of these campaigns. The Fire Department has a challenge, the police department hears about it and wants to do the same. The two then 'challenge' each other in nutrition and fitness goals...that's what happened when we began the 'Maintain Don't Gain' challenge. It all began as an effort to not gain weight over the holidays and now Police & Fire Departments across the country are doing the same thing with their local Max Muscle Sports Nutrition stores."

"I'm doing the same thing you see in every Max Muscle Sports Nutrition store across the country. We're different. We have third party accreditation as Certified Fitness Nutrition Coaches...which often becomes a 'life coach'...and we're all passionate about that." Two decades later CNN, the world leader in online news and information delivery, contacted Wood in an effort to lure her to the network as their CNN Intelligence Authority. Never leaving the Washington DC area, or the intelligence community in which she still plays a vital role, Wood jumped at the chance."Within a few days they flew me to the studios and handed me an agenda of items to address...starting with the Gadhafi terror efforts and what was next for that regime, and most recently the 'after effects' of the death of Osama bin Laden."

Personally, Wood's son Logan had a condition literally reversed with the assistance of nutrition and supplementation. Logan, 12-year-old, had Asperger’s Syndrome, a form of high-functioning autism which experts believe affects 3 out of every 10,000 children in the United States. You can read this incredible story HERE!

This experience has been related to many a family across the nation, featured in Max Sports & Fitness magazine, and - of course - has made the Max Muscle Sports Nutrition store in her community the focal point for many a 'diet-related' illness.

When the world's news leader needs US Intelligence insight, they turn to Kristin Wood. When the communities of Manassas & Fairfax, Virginia need nutrition insight, they turn to Kristin Wood. When the various public and private entities that make our communities stronger - literally - need nutrition and fitness 'intelligence', they turn to Kristin Wood. Wood doesn't see herself as any different from the other 150 franchise owners in the Max Muscle system. "We all work hard to contribute to our communities. The only difference for me is that mine comes with hair and makeup!"

"Since we're all connected to each other in one form or another, and nutrition and diet effect the well-being of everybody, I see myself in a perfect situation that's different every day, and incredibly gratifying."

Franchisee Profile: Matt Rennerfeldt Franchisee of Rockford, Illinois

Opening: October 2011

Q: How did you learn about the brand?

A: I’m originally from Lincoln, Nebraska which is where I first discovered Max Muscle Sports Nutrition. I was a customer and loved the unique experience, the staff and the products that they offered. I attended undergrad and graduate school while playing collegiate baseball at Rockford College in Rockford, Illinois. After discovering Max Muscle in Lincoln, I quickly realized there was not a Max Muscle, or anything comparable in the area.  I knew opening a Max Muscle would be a great thing for the community.

Q: What was your career before franchising?

A: I was Director of International Sales for a U.S. manufacturer of water treatment and bottling equipment. I later created an international distributor for U.S. made bottling equipment. This has given me the opportunity to travel extensively, particularly to the Middle East. The ability to make a difference for our fighting forces has perhaps been the most rewarding aspect.

Q: In regards to your previous experience, what skills do you feel will help you with your business?

A: I believe communication is one of my strengths that will help us. I manage a sales staff halfway around the world and communicate with many different demographics and cultures. I feel this will help me not only with sales but also with empowering our customer and my employees.

Q: Why did you decide to open a Max Muscle Sports Nutrition?

A: I have always wanted to start my own business and be in control of my own destiny. I moved back to Nebraska after college but knowing that there is a market for a Max Muscle in my college town has drawn me back. Being able to use creativity in marketing and turn fitness into a career make Max Muscle a natural fit. I definitely intend to open multiple locations. 

Q: What was appealing to you about joining a franchise?

A: I didn’t want to reinvent the wheel. Max Muscle is doing something right and they offer an affordable model and that appealed to me. You have the flexibility to run your business as you please so you can put in your personality and local flair. However, you are still supported by the franchisor with a proven marketing plan, proven products and expert knowledge.

Q: What makes your Max Muscle Sports Nutrition different?

A: The difference between Max Muscle and the competition in the area is clear. Max Muscle is service driven. As Certified Fitness Nutrition Coaches we are trained and passionate about our products and knowledgeable about the physiology for which they are designed. Ultimately we are not only concerned with sales – we want our customers to see results.

ABOUT MAX MUSCLE

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Franchisee Profile: Collin Koch Franchisee of Knoxville, TN

Opening: September 2011

Collin Koch has always had a passion for helping people. As a franchisee of Max Muscle Sports Nutrition, he now has the opportunity to do so. With a background in information technology (IT), Collin is looking to help the community of Knoxville tap into proper nutrition. 

Q: What was your career before deciding to franchise with Max Muscle Sports Nutrition?

A: I’ve been in the IT industry for most of my life. Most recently I was working as an IT systems analyst for a division of a large oil refinery.

Q: How did you learn about the brand?

A: I’m originally from western Iowa but actually learned about Max Muscle when I moved to Lincoln, Nebraska to be closer to my family. Shortly after I decided to make the move to Knoxville and fell in love with the city. Once I found out my company was moving their headquarters from Knoxville to Chicago, I felt like it would be a great time to start my own business. I knew Knoxville could really benefit from a Max Muscle Sports Nutrition. I have always been interested in athletics and fitness, so opening a Max Muscle just made sense.

Q: Why was this brand the right fit for you?

A: After my father passed away, I lost sight of how important fitness was to me because I was grieving. The stress took a toll on my body. I heard an ad for Max Muscle on the radio and I knew I needed to change my life, or I was going to pass away at a young age like my father. I went to the closest Max Muscle, and they educated me on what my body needs nutritionally. I dropped 55 pounds in 3 months.

Q: When choosing a franchise, what were the criteria you used to make your decision?

A: I didn’t really look into anything else. I have seen the concept work with people to which I am close – I have seen my friends within the Max Muscle system succeed. Max Muscle really helps people change their lives. I didn’t get involved with this business solely for the financial benefit. I wanted to open a Max Muscle Sports Nutrition because I want to help people. It’s what’s in my heart.

Q: What was appealing to you about joining franchise system?

A: Max Muscle Sports Nutrition is appealing because of the amount of support that you get. The corporate team allows you to lean on them because they have already made many mistakes and learned best practices. The company wants you to succeed, and they will only succeed if they have the right franchisees in place.

Q: What skills from your previous experience do you feel will help you with your business?

A: Max Muscle is going to give me the skills and knowledge that I need to run a business, but my passion to help people comes from my previous life experiences. When you have the desire to help people change their lives, it makes a big impact on anything you set out to accomplish. Anyone can sell a product, but not everyone can be taught how to care for others.

ABOUT MAX MUSCLE

Established in 1991 by former NFL linebacker Joe Wells, Max Muscle Sports Nutrition (MMSN) is America's premier sports nutrition retail outlet and franchise system, selling a combination of scientifically proven nutritional supplements at more than 150 outlets in 32 states. Rated by Entrepreneur Magazine as a Top Retail Franchise 2010, a Top 500 Franchise 2010 and by Military Times Magazine as a 2010 Best for Vets business, MMSN provides a one-of-a-kind in-store experience through its unique design and one-on-one customer counseling from extensively trained Certified Fitness Nutrition Coaches™. MMSN's aggressive expansion plans include its unique 

Franchisee Profile: Mary Leeds, Franchisee of Grand Junction, Colorado

Q: What were you involved with before Max Muscle Sports Nutrition?
A: I have worked in advertising for publications and also have about 23 years of retail experience. My partner, Donnie Tanner, has had a background in several different areas including agricultural pilot for 20 years, a rancher, human resources with an international construction company and even as a firefighter. We both attended Mason State College where I studied business.

Q: How did you learn about the brand?
A: Donnie and I learned about the brand through our friends who were already into Max Muscle products. I had done fitness competitions and personal training and Donnie’s work in firefighting had required him to use supplements for extreme conditioning. We helped our friends get the Max Muscle Sports Nutrition store in Loveland up and running which really got us interested. We thought it was as great company and wanted to be involved.


Q: What specific steps did you take in validating the brand prior to joining the system?
A: Our friends already owned a Max Muscle Sports Nutrition and we saw their success first hand. We truly believed in the quality of the products. We already used Max Muscle in our daily lives and had already seen the potential of the business.

Q: Why was this brand the right fit for you?
A: We saw Max Muscle Sports Nutrition as a great business opportunity in terms of longevity and profitability. Both Donnie and I lead active lifestyles and we already knew the incredible results that the products delivered. With our advertising and retail experience coupled with product knowledge and passion for fitness, we knew Max Muscle was the right choice.

Q: How do you see the brand connecting with your local community?
A: The Western Slope of Colorado is an agriculturally based community. A lot of people are farmers and ranchers who can benefit from the supplements to improve the quality of their performance of their everyday lives. These people need core strength to do their jobs and we hope to provide quality products that appeal to the many different lifestyles of our community.

Q: What have been some career milestones for you/your business?
A: We hope to expand to 5 locations in the next 2 years.

Franchisee Profile: Bob and Kris Ireland Franchisees of Aurora, Colorado

Location: Aurora/Centennial, Colorado
Expected opening: Early July 2011


Q: Where are they originally from?
A: Bob and Kris Ireland are originally from Seattle, and have lived in the Denver area they are proud to serve since 1999 (and in Colorado for over 22 years).

Q: Before Franchising, what were they involved with?
A: Prior to joining the Max Muscle Sports Nutrition family, Bob spent decades in the corporate world, including a 30-year career with United Airlines as the Managing Director for the Flight Training Center. A graduate of Princeton University with a degree in aeronautical engineering, he began his career in his hometown of Seattle with Boeing.

Kris is a 30-year professional in the legal field having served as a paralegal with multiple firms in Denver, Seattle and the San Francisco Bay Area. She is also known as the mother of Katy and Jeanne, their daughters, and the center of Bob and Kris’s lives even though they’ve left the nest.


Q: How did they learn about the brand?
A: Bob has always been into fitness and after his career with the airline industry ended, he was able to focus his time on fitness. He developed a passion for leading a healthy lifestyle. His learning about the MMSN franchise opportunity came at the perfect time as he was very eager to continue down the path of health and wellness and could now do so through an exciting new career and help others as well.


Q: Why was this brand the right fit for them
A: Bob’s fitness roots started with managing and competing on his high school gymnastics team and college cheerleading squad. Challenged with family genetics of obesity, Bob has maintained his fitness through biking and working out, taking his regime to new levels during the run up to Max Muscle ownership with the support of Max Muscle’s superior products.
Kris is equally dedicated to her personal fitness, having long extolled the virtues of healthy eating, and growing up as the only kid at grade school with brown bread in her lunch sack. She has avoided “fad” diets while sticking to healthy alternatives, and made sure the kids knew the meaning of “complete protein”. Prior to their Max Muscle commitment, Kris also used Max Muscle Sport Nutrition’s products and became an advocate of the MMSN’s proteins, weight loss supplements, and nutrition plans.

Knowing that diet and exercise go hand-in-hand, both Kris and Bob have maintained and used their health club memberships continuously for many years. They look forward to serving the Centennial-Aurora-Southlands area and helping members of the community reach their health and fitness goals.


Q: How do they see the brand connecting with their local community?
A: Both Bob and Kris are extremely active in their community already and will use MMSN as a new way to provide value to the community. Currently, Kris is a volunteer chaplain at the Medical Center of Aurora and will complete formal education for the chaplaincy. Bob is a member of the Colorado Symphony Board of Trustees (and of the CSO Chorus), and a board member of the Arapahoe/Douglas Mental Health Network.

They plan on connecting with the local high schools and proposing to create nutrition plans for student athletes. Similarly, they would like to become involved with the local fire and police departments to help develop nutrition plans for firemen and policemen.

Franchisee Profile: Colin Armbruster, Regional Developer for Colorado and Utah

Colin Armbruster has set ambitious goals for growing Max Muscle Sports Nutrition as a Regional Developer for Colorado and Utah and is well on his way to reaching them. He oversees ten locations currently open with seven more in development in Colorado, and one location with two more in development in Utah. Leading community outreach programs and spearheading mass business development efforts, this Australian native has taken MMSN by storm with his energy, creativity and passion. Colin is in continual contact with his franchisees (in Utah and Colorado) and is always working on cross promotions and community outreach initiatives. Colin considers a great career milestone that in Colorado alone, the franchisees under his guidance have serviced over 20,000 MMSN customers!

Where are you from originally?
I am from Australia originally. I was part owner in another business, Enterprise Asset Solutions, and then in 1999 decided I wanted to have a crack at the U.S. Market. When I got to the states, my office was in Saint Lois, MO. I then moved from St. Lois to Denver, CO and was doing International Business Development. When I met my wife, I knew I was tired of moving around and wanted to stay in one location and develop a business that had significant growth potential. I knew my international business development skill set could come in handy and was ready to take the step up from being a minority shareholder to owning a business.

Before franchising, what were you involved with?
Prior to franchising, my business acumen was international business and enterprise asset management, consulting, as well as software solutions.

How did you learn about the brand?
I became interested in franchising opportunities so much so that I attended three different franchise concepts' discovery days. I felt by far the most at home with Max Muscle Sports Nutrition. I really followed Max Muscle’s evaluation process. Additionally, I spoke with the franchise development people and got to know them on a personal level. As far as the corporate staff, I met with MMSN executives in California, and took great heed to do my due diligence. I knew this was a highly lucrative business.

What are some of your triumphs as a Regional Director for this brand?
I headed a Regional Director Leadership program for MMSN. I wanted to share not only “what to do” but also how to do it. My previous background working with documentation and systems really helped me know how to fine tune complex corporate initiatives in both a measurable way and one that is digestible to franchisees. I also talk about local community outreach programs to my franchisees so they know that as store owners, there is so much they can be doing to reach out to the community, which in turn helps to grow their business and the brand.

How do you see the brand connecting with your local community?
I do a regional newsletter that goes to 20,000 customers in Colorado. I keep it simple by focusing on community news. Relevant topics like high school student nutrition, weight loss stories and local trends from the perspective of MMSN. Writing about these and other respective topics creates brand recognition and credibility. Connecting with our consumers on a personal level is one of the most fulfilling aspects of my work. By getting involved in 5k’s, marathons, fitness shows, and more, we are able to champion healthy lifestyles, establish relationships with our loyal clients, and build our brand.

Our commitment to our communities extends even further. As an example, we work with the U.S. Marines in Colorado to get them in better shape for recruiting. We also just participated in a charity event with Goodwill and worked with Ryan Cornell’s Golf Tournament to raise money for the heart wing in the Children’s Hospital in Denver.

Franchisee Profile: Mike Pringle Franchisee of Atlanta, GA

Los Angeles native and former NFL and Canadian Football League (CFL) star Mike Pringle is now with Max Muscle Sports Nutrition, and he is gearing up to open his Atlanta, GA location in May, 2011. Pringle is an award-winning athlete whose career highlights include: Being inducted into the Canadian Football League Hall of Fame, scoring the most rushing touchdowns in 2004, and being listed as one of the greatest running backs in CFL history. Pringle had impressive stints with the Montreal Alouettes, the Denver Broncos, and the Atlanta Falcons.

Before franchising, what were you involved with?
Before I was with Max Muscle Sports Nutrition, I was a college, NFL, and CFL football player. I had achieved great success because I built my life around hard work and dedication. I was interested in joining a franchise system that held my same values and centered upon my love of sports, nutrition, and overall health.

How did you learn about the brand?
To research the brand I spoke with a lot of people. I really wanted to know what Max Muscle Sports Nutrition was all about. I found the executives as well as the franchisees to be engaging and energetic. Existing franchisees spoke freely to me about their personal experiences and I felt really welcomed from the get go. After learning about the business model and brand, it solidified that this was where I wanted to be.

Why was this brand the right fit for you?
I knew I needed to do something that really fit my personality. After my football career ended and I began looking into different avenues and even dabbling in franchising, I felt I was missing my passion. I love being around athletes and working out. In fact, to me, working out was often more fun than the game. The culture at Max Muscle Sports Nutrition engages people like me every day.

How do you see the brand connecting with your local community?
There are a few things I do locally, but among my favorites is coaching youth leagues. I see a lot of parents pushing their kids to be the best, but parents often don’t know that kids need to be conditioned. It is imperative that these kids are on the right meal plans, and it has been fulfilling to work with coaches to help guide these youths to optimum health for a potential sports career later in life. I have also worked with other former NFL players to coach NFL hopefuls, track athletes, and even Olympic hopefuls to realize that they can achieve their goals, both in fitness and in life.

What are your future goals?
There are a lot of good areas to target with this opportunity. I am not only striving to reach out to elite athletes, but soccer moms and weekend warriors—anyone who is looking to have more energy. Everyone, regardless of age or ability can benefit from better health and nutrition, and this includes MMSN products and nutrition plans. I hope to continue my work with local students and charities and getting the word out that better health is doable. I am committed to growing this brand and look forward to owning five locations in the future.

Franchisee Profile: Fred & Cynthia Pressley Franchisees of Tampa, FL

Opened: October 6, 2010
Location: 1540 South Dale Mabry Hwy Tampa, FL 33629

Husband and wife fitness fanatics Fred and Cynthia Pressley of Tampa, FL opened their Max Muscle Sports Nutrition franchise in October 2010. As first-time business owners in a tough economy, Fred and Cynthia’s success over the past few months has far exceeded their own expectations, in part because of their whole-hearted dedication to the endeavor. Despite often working over 60 hours a week (each!), the Pressleys took some time out of their busy schedules to talk about where they came from, how they got involved with Max Muscle, and where they’ll go from here…

Q: Where are you from and what did you do prior to franchising?
Fred: I’m from Pennsylvania and my wife Cynthia was born in New York, though her family is originally from Haiti. We both came to Tampa to get our masters degrees—mine is in public health and education and Cynthia’s is in Science. Both of us are also Certified Fitness Nutrition Coaches™ through NESTA, as all Max Muscle franchisees are required to be. Before we got involved with Max Muscle, I was practicing law full-time and Cynthia managed two YMCA facilities in Tampa while working as a personal trainer.
Cynthia: I still teach exercise classes. I’m an instructor at Shape Fitness and also work full-time as a wellness coach for United Health Group, a health care provider, in addition to spending my afternoons and weekends working and managing the store with Fred. It’s a long week but I love what I do! I come from a long line of business owners—my family owns several businesses in Haiti—so it’s exciting that I get to carry on that tradition as well.

Q: How and why did you get involved with Max Muscle Sports Nutrition?
Fred: We decided we were interested in business ownership, but we wanted to pick something in which we already had a vested interest and substantial knowledge. We did some exploring, went to franchising events—it took awhile to find a concept we actually liked. Then we discovered Max Muscle Sports Nutrition. We were impressed with the corporate structure and liked the concept because of the health and fitness connection—we both have educational and occupational backgrounds in these subjects as well as a deep personal interest. Cynthia is a fitness instructor and wellness coach and I used to play NCAA Division 1 Tennis in college. So, we pulled together our finances and took the plunge—it was a risk but we were excited to start something new and different together.
Cynthia: Max Muscle Sports Nutrition gave me the ability to deliver more nutrition services to my clients in addition to the fitness services I provide as an instructor. By becoming Max Muscle franchisees, we also became Certified Fitness Nutrition Coaches™ and were provided a forum through which to offer these premium services and products.

Q: Tell us about your experience so far. What have you accomplished? What do you hope to accomplish?
Fred: So far the experience has been great. Business has been steadily increasing and we’ve enjoyed using Max Muscle as a way to connect with and provide for our local community. We had a store opening celebration last month that was a huge success—the local all-female football league came along with several other local vendors. Right now, our main goal is to continue working hard and developing our business within the community. If all goes well, there is certainly potential for expansion.

Franchisee Profile: Reginald Lee, Franchisee of Tualatin, OR

Opened: October 19, 2010
Location: Tualatin, OR

Originally from Rochester, NY, Reginald Lee spent 30 years working in sales for the cable broadband industry and traveling all over the country, from Tampa to San Francisco to Spokane to Portland. When he found out about Max Muscle Sports Nutrition in 2009, he knew he’d stumbled upon a chance for a fresh start in an industry he’d always been interested in—sports nutrition. An avid cyclist and life-long fitness fanatic, Reginald opened his own Max Muscle Sports Nutrition franchise in Tualatin in October 2010. Here, he shares with us a little about how he got to where he is today.

Q: How did you learn about the brand?
A: Over those 30 years in sales management, I experienced lots of changes and consolidation and was constantly relocating. Finally, I decided it was time to try something new. I first heard about Max Muscle Sports Nutrition back in 2009; I learned that they were trying to open stores in the Portland area and I just really liked everything I heard about the brand. There were five successful Max Muscle stores in metro Portland before I arrived, but I saw that there was room for more.

Q: Why was this brand the right fit for you?
A: Max Muscle sells only high quality, legal products. They have an outstanding reputation as industry leaders, backed by an impressive system of above-board corporate leadership. Furthermore, fitness has always been an important part of my life. I played sports all through high school and I’m now an avid cyclist. At Max Muscle, we’re working with folks who are trying to change their lives. Our customers are comprised of a very diverse group of people and interests, from mixed martial arts to high school sports. All of these people are looking to better their health and lives, and I love being the person they turn to in order to make these healthy changes.

Q: How do you see the brand connecting with your local community?
A: We regularly donate to local charities and get involved in community events. I participate in the Regatta Run, a fundraiser in Tualatin in the name of local high school student who died in combat in Iraq, in addition to raising money for a scholarship fund in his name. We’ve also donated gift certificates to other fundraisers and foundations, including the American Lung Association.

Q: Tell me about your family.
A: My son is 29 and was a Washington State wrestling champion in 1999. He currently lives in Philadelphia. My daughter is 9 years old. She has been figure skating the past 4 years is current the 2-time U.S. Figure Skating Pacific Regional Champion. Our whole family has always been very focused on fitness, nutrition, and athletics. My wife, Kate, who also runs, rides a bike often and teaches and races in-line skating.

Q: What are your future goals? Development plans?
A: Our future goal is to open a second store in Gresham, OR, probably in 15 months or so. After that, who knows? I could definitely see us opening even more locations in the future.