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.

Broncos Offensive Tackle Headlines Fundraiser for Local Family in Need

Orlando Franklin to Make Special Appearance at Max Muscle Sports Nutrition’s Anniversary Event

BOULDER, CO.- In an effort to pull together the community and help a local family, Max Muscle Sports Nutrition (MMSN) located at 1631 28th Street in Boulder will host its three-year anniversary event to serve as a fundraiser for the Klaus family. Four years ago, Klaus’ parents noticed a pea-sized lump in his mouth and went to the doctor for an examination. He was diagnosed with sarcoma and immediately had it removed; however, the resulting pathology report was unclear because of the lack of knowledge around the particular kind of sarcoma. Since his diagnosis, the best treatment options have been extensive and expensive surgeries to have the cancer removed.  

On Tuesday, November 1^st, from 12 pm to 7 pm, ten percent of all proceeds at Max Muscle Sports Nutrition will go to the Klaus family to help finance their medical bills. In addition, Denver Broncos offensive tackle, Orlando Franklin, will be on hand from 5 pm to 7pm signing autographs to show his support.

Known for educating its clientele on leading a healthy lifestyle, Max Muscle Sports Nutrition stresses awareness of body issues, both preventative and curative. “Boulder’s been a great place to build our business; we’re excited to show the Boulder community our appreciation as well as our support for a local family in need,” said Craig David, Director of Max Muscle Sports Nutrition Boulder. 

Partnering with Revolutionary Sports Performance Nutrition, the location will be hosting all day raffles and sales in an effort to get people to support the cause.  Furthermore, kids (and adults alike!) can have their picture taken with the Batmobile, symbolizing the heroic efforts of Klaus and his family.

 “One of the things that I connected with immediately with the Klaus family was their passion and knowledge of community proactivity and partnerships to bring attention to this rare form of cancer,” David said. “Not only do we look to provide the best service and the highest quality products for our clients, but we want to work with causes that align with our goals of striving to be healthy and always preserving in spite of obstacles.”

Craig has been lifetime resident of Colorado and has been involved with various causes including Foundations Fighting Blindness, the Adopt a Sports Ski program at Aldorra.

“We are confident that this day will be a great fit for the whole family and will bring much needed awareness to a great cause.  Plus, who doesn’t want to look at the Batmobile and meet a famous football player!,” added David.

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 its unique opportunity to qualified, business-savvy candidates. For more information, call 888-MAX-MUSCLE ext. 2 or visit maxmusclefranchise.com.

Max Muscle Sports Nutrition featured in the Triad Business Journal

Max Muscle Sports Nutrition was featured in the Triad Business Journal in the article entitled "Bulking up in Triad." The article announces Max Muscle Sports Nutrition's expansion plans for the Triad area in North Carolina. You can view the article below.

MMSN TriadBusinessJournal 10 07 11

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."

Max Muscle Sport Nutrition featured in Rockford Register Star

Max Muscle Sports Nutrition was featured in the Rockford Register Star in an article entitled, "Max Muscle nutrition store opening in Loves Park". Reporter Melissa Westphal spoke with Matt Rennerfeldt, the newest Max Muscle Sports Nutrition franchisee, about his new Max Muscle Sports Nutrition location in Loves Park, IL, which is opening mid-October.  Rennerfeldt fell in love with the brand as a customer and after moving and having no access to Max Muscle Sports Nutrition in his new hometown, he decided to become a franchisee and open it himself. Click here to read the full article.

Max Muscle nutrition store opening in Loves Park
By: Melissa Westphal

A full-service nutrition, coaching and dietary supplement store is opening soon in Loves Park.

Max Muscle Sports Nutrition will be located at 6738 Broadcast Parkway, near North Perryville Road and other businesses like New Vybe Fitness Studio and Maciano’s Pizza.

The company was founded in 1991 by former NFL linebacker Joe Wells. Matt Rennerfeldt, a Rockford College graduate, is the franchise owner.

Rennerfeldt is originally from Nebraska, which is where he first visited a Max Muscle store. He said he’d been “jaded” by other supplement stores but found that Max Muscle had better offerings for customers.

(Read More)