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.
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