Business View Magazine
11
something that was super aggressive, super exciting
to generate interest,” says Greene. “We feel that, from
an operational standpoint and everything we’re doing
on the corporate side, we’re in a very good position
now to support the growth of the system from a fran-
chise standpoint. Now, we’re ready to get stores open
and expand our distribution.”
With its new look and expansive business strategy,
Greene believes that Max Muscle is truly poised to
build upon its history of product integrity and inno-
vative marketing. “We’ve always focused on quality,”
he says. “First, to make sure that our customers get
results, and, second, that we’re not about just selling
products; we’re about offering solutions. We educate
– we don’t just sell. And that’s important. We want
our customers to know that the stores are a place for
them to come in to learn - not just about taking supple-
ments, but the whole approach to get them the very
best results.”
“We think that we are more different and unique than
any of our competitors,” he asserts. “Certainly, there
are the GNCs and the Vitamin Shoppes, and there are
smaller chains that we compete with. But, we’ve al-
ways tried to lead and innovate. And we are seeing our
competitors copying us and imitating us, so we contin-
ue to always look to what we can do differently; what
can we do that’s more unique.
From a product side, we feel that we don’t have any
competition. I know we’re biased, but this also comes
from feedback that we’ve received from customers
over the years and what we see written on blogs and
unsolicited testimonials about Max Muscle products
in terms of their quality and their efficacy - testimoni-
als from customers who say they used to use a differ-
ent brand, and when they switched to the Max Muscle
brand, they saw better results. That’s directly related
to our focus on quality.”
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