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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 19951994
Introduced Ergomax, the
world’s 1st
Creatine...
1992: Chris Boardman, Creatine, and the Barcelona Olympics
MAXIM formed part of the nutrition
strategy of the British Olym...
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!
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How maxim became europe's leading sport nutrition brand

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This is the story about how I started MAXIM sports nutrition, and created a new kind of active lifestyle nutrition category in Europe.

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How maxim became europe's leading sport nutrition brand

  1. 1. How MAXIM became Europe’s leading sport nutrition brand @stevejennings1 Maxim founder
  2. 2. 1991: The idea is born Newspaper article image with Jon Walshaw
  3. 3. MAXIM Brand evolution 1991 1992 19941993
  4. 4. The 4 products that established MAXIM as the market leader 1991 1993 19951994 Introduced 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.
  5. 5. 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.
  6. 6. 1992: MAXIM makes the news headlines!
  7. 7. 1993: The article that changed everything (overnight)
  8. 8. 1994: The MAXIM nutrition ‘system’
  9. 9. 1995: The secret beverage project
  10. 10. 1997: My all time favorite MAXIM ad
  11. 11. 1997-2000: I sell the company, and have some fun
  12. 12. Magic in the palm of your hands!

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