I am proud to say that Max Muscle has always been an innovator. As I look back at all of our great accomplishments over the past 25 years, it brings a smile to my face, and pride in the fact that we have always been pasionate.

  [JOE WELLS, FOUNDER MAX MUSCLE] I AM PROUD to announce in 2016 Max Muscle will be celebrating 25 years in business.  These 25 years have gone by very fast and honestly it’s hard to believe we have been doing this for 25 years! The reason I am so proud of everyone here at Max Muscle is that we have strongly beaten the odds. It is estimated that up to 95 percent of businesses fail within 5-10 years.  I am sure we have survived miniscule odds to be in business 25 years, and that makes me very proud of our team.

 One of my favorite Steve Jobs quotes is, “Innovation distinguishes between a leader and a follower.” This is a simple yet very truthful statement that I love to apply within our work ethic at Max Muscle. I am proud to say that Max Muscle has always been an innovator. As I look back at all of our great accomplishments over the past 25 years, it brings a smile to my face, and pride in the fact that we have always been passionate innovators within the fitness industry. 

 MaxPro Protein was the first protein on the market that was actually a high protein product that tasted and mixed extremely well.  We spent weeks, months and years experimenting with different combinations of proteins, favorings, and instantizing methods trying to develop a protein powder that would change the marketplace.  MaxPro and all of our proteins did change the marketplace as we have sold over 10 million units of high quality great-tasting protein products over the years.  We will continue to strive for excellence and innovation within all of our products because it’s our passion.

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 Max Muscle was also one of the first companies to publish a magazine that supported the bodybuilding and fitness market.  We started as a tabloid publication in a newsprint format that would leave your fingers black after reading.  We are celebrating our 200th issue of our beautiful full-color fitness lifestyle magazine that’s loaded with great content.

 Max Muscle will continue to be an innovator within our industry by always thriving to improve our products and services for our customers.  I am very proud of all of our employees who share our passion for innovation.  Many of our employees have been with us for more than a decade. They constantly strive for improvement and are a motivating factor to each other as well as our management team.

 Joe Wells (middle) with MM San Mateo / San Francisco Castro owners: Jason Mayol (left) and Tri Huynh.

Joe Wells (middle) with MM San Mateo / San Francisco Castro owners: Jason Mayol (left) and Tri Huynh.

 Max Muscle will continue to be an innovative leader as we have literally dozens of new and exciting products ready to be released in 2016.  I have been very fortunate to lead a company that allows me to do something I love.  Thanks to all of our great customers, vendors, and employees, it’s been a great 25 years and here's to another 25 more!  

~Joe Wells 



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