Business View Magazine - April 2016 79
nutrition. And that’s really what our company stands
for and what we’ve become. The rebranding has just
brought us in line with everything that we’ve already
been doing, because we had already made the change
a long time ago in terms of how we’re marketing.”
In addition to selling the quality supplements they
manufacture themselves, Max Muscle has an in-
house, chief product formulator, Dr. Phillip Harvey, who
has decades of experience in product development,
research, and compliance, and oversees the rigorous
testing of all house brands. “We were one of the first
companies to start testing products,” claims Wells.
“And the reason was because we wanted to make sure
what we put on the label was in the product. We were
doing that 15 years ago, before there was ever a man-
date by the FDA.”
MM Nutrition also offers a menu of significant value-
added services that Wells and Greene believe make
the 150 Max Muscle locations in some 40 states con-
tinually relevant to their customers and different from
their competitors. “We were the first specialized nutri-
tion outlet to come up with idea of having an actual,
certified nutrition coach in the store,” says Greene.
“Anybody on the floor has to be a certified fitness/nu-
trition coach. You can’t get that online; you can’t get
that at a big-box retailer; you can’t get that anywhere
else, other than going into a Max Muscle store, where
our coaches are actually certified through a nationally-
accredited organization. It’s very important because it
gives us credibility, and, more importantly, it ensures
that the coaches in our stores have the information
and education that they need in order to help our cus-
tomers get the very best results. So, it’s not just about
taking the supplements, although that’s a part of it.
It’s more about solving a problem; creating a solution
for the customer.”
Another solution that Wells and Greene came up with
