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: Bill Porter, Franchisee of Fayetteville, NC

Q: Where are you originally from?
A: Artesia, New Mexico .

Q: Before Franchising, what were you involved with?
A: I served in the U.S. Army for 24 as military intelligence. I was also a German linguist. Part of the military lifestyle is living a healthy life. I was accustomed to that so when I retired in 1993, I knew I still wanted that to be a part of my life.

After retiring from the Army, I became a manager of a fitness facility for four years. That helped me stay active and healthy. I also did various other things to keep me motivated after my long career with the military. I sold cars and became a manager at a convenience store. There, I noticed that so many people would complain about being unhealthy, but while complaining would have a hot dog in one hand and a large soda and cigarettes in the other. At that point, I knew I needed to have a job where I was concentrating on helping people lead healthy lives.

I went to work for a competitor of Max Muscle Sports Nutrition for another four years before retiring for the second time. While around the house, I got bored and found out about the Max Muscle Sports Nutrition franchise opportunity. I was sold when I met the Max Muscle team. I opened my location in 2008 in Fayetteville, NC. The 2009 Max Form winner, Toni Warrick, came from my location. We worked together on her fitness goals and she won the grand prize! Ultimately, she lost 40 pounds and 20% body fat.

Q: How did you learn about the brand?
A: I was searching on the Internet and saw an ad about owning your own nutrition business. I was immediately interested and felt I had a lot of good experience from my previous position in the nutrition industry. Max Muscle Sports Nutrition was well above the other opportunities out there. I was 100% sold when I met the Max Muscle team. They are very personable and the support structure for franchisees is terrific.

Q: What specific steps did you take in validating the brand prior to joining the system?
A: After I started looking at Max Muscle Sports Nutrition, I didn’t bother with other franchises. I engaged in conversation with Ralph Thompson at Max Muscle and he introduced me to the regional director and took me to some of the other stores where I tried some of the products. After experiencing the brand, I went in for my discovery day and came out a franchisee!

Q: Why was this brand the right fit for you?
A: Honestly, I came out of the military and I saw so many former military professionals who stopped leading active lives and had grave health issues as a result. I didn’t want that for myself. Being active and physically fit was going to be a part of my life. The passion I have for it makes it the perfect career for me.

Q: How do you see the brand connecting with your local community?
A: Education is key in this line of work. Thirty percent of the population is now considered obese. That’s tripled in just the past decade. I offer educational seminars wherever and whenever I can, including churches, clients’ organizations, schools, etc. I also worked with the Wounded Warrior Project, an organization devoted to helping injured service members.

Q: What have been some career milestones for you/your business?
A: Each year my business has grown. I believe this year will be my breakout year. More people are moving to Fort Bragg because of the base realignment act and I’m constantly in the community helping educate people on leading healthy lifestyles.

Q: What are your future goals? Development plans?
A: I would like to be a multi-store owner in North Carolina and develop at least two more stores, if not more.

Franchisee Profile: James Gustason, Franchisee of Bountiful, UT

Location: Bountiful, UT
Opening: March 2nd, 2011

Q: Where are you originally from?

A: I’m originally from Salt Lake City, UT. My wife Becky and I grew up as neighbors. Our families went to the same church.

Q: Before Franchising, what were you involved with?

A: I was the assistant controller for 50 Jiffy Lube franchisees. I was also the controller for an auto parts franchise called Mighty Auto parts. Becky worked in data entry and also as a stay at home mother with our four children.

Q: Are you a first time business owner?

A: Yes we are.

Q: How did you learn about the brand?

A: In June 2010, I was laid off from my job due to the economy. I wanted to find a career that would benefit more people than just me. I had been in a Max Muscle store and was impressed with business model and community outreach. I was also impressed with how effective Max Muscle supplements were.

Q: What specific steps did you take in validating the brand prior to joining the system?

A: I emailed Max Muscle to get more information. I also called franchisees to find out about their personal experiences. I had a Discovery Day at Max Muscle Corporate in September and by October everything was finalized.

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

A: Fitness has always been a part of my life. We have always been into nutrition and interested in understanding how the human body works. Max Muscle doesn’t feel like a job. It doesn’t even feel like you’re working, just helping others and having fun.

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

A: We are trying to organize free nutritional seminars with local businesses. We are also working with a local chiropractor to conduct seminars at his facility as well. We are also reaching out to the community through sponsoring community fitness events.

Q: What are your future goals? Development plans?

A: First and foremost we are looking forward toward opening! Within the next couple of years we hope to be working with at least 30 doctors in our area as well as any fitness oriented business to further the cause of health and fitness. We want to be a household name. We hope to promote a healthy lifestyle within our family and community.