Max Muscle Sports Nutrition - Show #15

Joe Wells Founder and CEO of Max Muscle (www.maxmuscle.com),
and Sean Greene President and Chief Operations Officer.

Joe Wells is the Founder, Chairman and Chief Executive Officer of Max Muscle. He has an extensive background in the fitness industry, including service as an officer of a number of leading companies. Involved with weight training for over 20 years, Wells, during his tenure with General Nutrition Centers (GNC), observed that sports nutrition was a vital component, of their overall training program. This led to the inspiration for Max Muscle, an organization providing the information and products to the customer with training and fitness improvement goals.

Joe Wells began his involvement with weight training in 1977. He was a blue chip high school athlete, an all-state football linebacker and a basketball forward. He also became the state shot put record breaker. Considered too small for college football, Wells rejected a number of basketball and track scholarships in order to dedicate himself to playing football at the college level. He set a goal to focus on weight and nutritional training as a means to get big enough to compete as a linebacker at the Southern Utah State College.

That summer, Wells learned everything he could about weight training and diet. He put in hundreds of hours at the gym and made sure that he ate properly. It all paid off when he reported to college’s training camp stronger, faster and heavier, increasing his bodyweight from 175 to 200 pounds.

Wells made the team and quickly became a dominating player. He continued training, and even taught weight -lifting classes in his college years. Not only did he become an all-conf linebacker, Wells also made the exclusive short list of college athletes who competed in three different sports: football, basketball, and track. After earning a degree in business and marketing, Wells decided to pursue his ultimate athletic dream of playing in the National Football League.

He achieved that goal, too. Knowing that he was constantly surrounded by some of the best strength coaches and students on the planet, Wells concentrated on learning as much as possible. During his four-year NFL career he gathered an amazing amount of knowledge about weight training and nutrition. In fact, while playing for the L.A. Raiders, He learned how amino acids enhanced muscle recovery.

This knowledge prompted Wells to formulate one of the first low-molecular amino acid supplements for athletes. It quickly became the top- selling sports nutrition amino acid in the country.

In his career, Wells has worked with many professional bodybuilders and world-class athletes. Along with his partner Sean Greene, Wells was recognized in 1998 as Entrepreneur of the Year from the Academy of Bodybuilding Fitness and Sports Awards.

His knowledge, hands-on expertise and 20 years of experience helped him to set the direction of Max Muscle with the sports training consumer in mind.

Sean Greene - President and Chief Operations Officer

Sean handles the day- to-day operations for the company. He oversees all of its divisions, including Corporate Stores, Franchise Stores, Magazine Publishing, Sales and Marketing, Clothing Production and Supplement Manufacturing.

As the chief architect of the company’s sales program, Greene is focused on maintaining a close working relationship with Max Muscle storeowners to ensure their success and to support the rapid growth of the retail distribution.

Greene is also the associate publisher of MAX Sports and Fitness Magazine, which has a monthly worldwide circulation of more than 75,000. He is a firm believer in the magazine and is dedicated to keeping it a reliable source of information on nutrition, Health, and training techniques available at no charge to an ever-growing health and fitness audience.

Greene earned his Bachelor of Science degree from the University of Florida in exercise physiology with an emphasis in human nutrition and a minor in business management. While in school, he assisted many of the department’s top professors in exercise testing and cutting-edge research.

Prior to joining Max Muscle, Greene competed in and won numerous amateur bodybuilding titles while developing and implementing corporate wellness programs for many of Southern California’s largest companies, including General Dynamics. While in San Diego, he trained with many top professional bodybuilders and athletes, adding practical knowledge to what he had learned in the classroom. He discovered that helping people achieve results from teaching them his philosophy on nutrition and training, was a tremendous source of personal satisfaction for him.

This Combination of first-hand experience, theory and years of trial and error in the gym gives Greene a well-rounded approach to proper nutrition and total fitness –the foundation of Max Muscle’s business.

Joe and Sean answered the following questions: 

How did Max Muscle begin? What is the background behind the idea?

What separates Max Muscle from others within the fitness industry?

How has fitness changed over the years? How has Max Muscle taken advantage of those changes?

Are there any new trends sweeping the industry? What does Max Muscle do to keep up with these trends?

Many folks may be turned off by Max Muscle, thinking it’s only for bodybuilders – Is this true?

Max Muscle claims to be the only sports nutrition company in the marketplace to offer franchises and territories – Can you explain?

How is Max Muscle keeping up with the continuous changes in technology and customer service? Tell me about the “Max Muscle Information Center.”

Tell me a little bit about Max Sports and Fitness. What makes this magazine different from similar publications in the industry?

What is the “Max Formation Fitness Contest”? Is it true that contestants can win thousands in cash prizes?

Max Muscle has over 100 franchise locations operating across the United States – What do the company’s expansion plans look like for the future?

Describe your approach to sports fitness, health and well-being.

What steps should the average person take if they are interested in owning a sports - fitness store?

Do your franchisees all have sports - nutrition backgrounds?

I hear you teamed up to author a book entitled Max Form Your Life - 12 Weeks To An Incredible New You. Tell me a little about the book.

To listen now click here: Fitness Business Radio (49:52 minutes 11.4 MB)