How MAXIM became Europe’s leading sport nutrition brand

@stevejennings1 Maxim founder

1991: The idea is born

Newspaper article image with Jon Walshaw

MAXIM Brand evolution

1991 1992 19941993

The 4 products that established MAXIM as the market leader

1991 1993 19951994Introduced Ergomax, the world’s 1st Creatine Monohydrate performance supplement.

Introduced the first nutrient dense energy bar that tasted like conventional confectionary.

Created and launched Europe’s 1st concentrated energy gel in flexible GUALA packs.

Introduced MAXIM Original, first world’s 1st neutral tasting high energy complex carbohydrate food and drink mix.

1992: Chris Boardman, Creatine, and the Barcelona Olympics

MAXIM formed part of the nutrition strategy of the British Olympic team, Barcelona 1992 and Atlanta 1996.

1992: MAXIM makes the news headlines!

1993: The article that changed everything (overnight)

1994: The MAXIM nutrition ‘system’

1995: The secret beverage project

1997: My all time favorite MAXIM ad

1997-2000: I sell the company, and have some fun

Magic in the palm of your hands!