Max Muscle Sports Nutrition Pumps Up 2011 Franchise Effort

Leading health and fitness chain seeks qualified franchisees eager to revolutionize America's health

Max Muscle Sports Nutrition (MMSN), America's premier sports nutrition retail outlet and franchise system, announced plans to expand its franchise outlet numbers by nearly 30 percent in 2011. Citing soaring interest among Americans to live healthier lifestyles, Bill Warner, MMSN's Vice President of Franchise Development, expects franchise sales to climb steadily in the coming year as the country shakes off the doldrums of the recent recession.

"Because 90 percent of our customers are not hardcore athletes or body builders—they're simply men and women who want to look better and take better care of themselves—we know there's rising demand for what we offer," said Warner. "Especially with the baby boomer generation seeking greater longevity and a better quality of life, we see so much potential in serving that need through this business."

MMSN retail outlets sell a combination of scientifically proven nutritional supplements and fashionable athletic apparel at more than 140 sites in 38 states. According to Warner, the front one-third of MMSN stores have no product displayed, but instead include communal areas where trained Certified Fitness Nutrition Coaches™ learn about each guest's needs.

"We're service providers, not product purveyors," Warner said. "We're not just trying to sell them the deal of the week or our highest margin product. We want to get to know them first and understand what it is they would like to improve. Our goal then is to develop a food-based diet and nutrition plan that will help them achieve their objectives."

Just as Max Muscle Sports Nutrition serves health-minded clients, it's seeking franchise candidates who live healthy lifestyles.

"Our most successful store owners are people who live this way already and who have a passion to help others live the same way," Warner said. "It's no surprise that, historically speaking, many of our franchisees started out as Max Muscle customers."

Franchisees come from a broad range of backgrounds: a 22-year-old UPS truck driver; a 68 year-old retired Special Forces officer; school teachers; and even a high-ranking government official. The only common denominators between them, Warner said, are a passion for the business, a willingness to learn the system and a desire to help others.

"For our franchisees, it's not a job. It's doing what they love to do," said Warner.