Max Muscle, established in 1990, is the premier franchise specializing in Sports Nutrition. Max Muscle offers a diverse but integrated product mix of innovative nutritional supplements, fashionable athletic apparel and magazine publishing that targets a broad consumer base with a true passion for fitness and health. This combination is unique within the industry and has allowed Max Muscle to establish itself as a market leader within the health and fitness industry. The fitness industry is growing very rapidly and Max Muscle enjoys a premium position within the specialty end of the market. The sports nutrition market is a $22 billion dollar industry that, prior to Max Muscle, was without a nationally organized specialty franchise system to support it. Max Muscle is the original and only national franchise for this exclusive market. Currently, Max Muscle has over 100 franchise locations operating across the United States with a projected 750 new franchises in the next 5 years. Max Muscle began its nationwide expansion in 2004 and has recently added many new store locations and has added a larger regional franchise offering to qualified, business oriented individuals.