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.