Orange-based Max Muscle Sports Nutrition seeks to expand its franchises by 30 percent in 2011, adding 30 to 35 new locations this year. The retailer and service provider is targeting new locations in California, Massachusetts and Texas; so far this year, stores in Atlanta and Washington have been added.
The expansion effort come partly as a result of an anticipated uptick in franchise sales as the nation's economy recovers and Americans become increasingly health-conscious, said Bill Warner, Max Muscle's vice president of franchise development.
"Because 90 percent of our customers are not hardcore athletes or body builders – they're simply men and women who want to look better and take better care of themselves – we know there's rising demand for what we offer," said Warner. "Especially with the baby boomer generation seeking greater longevity and a better quality of life, we see so much potential in serving that need through this business."
Max Muscle was established in 1991 and currently has 140 units in 38 states. The franchised stores sell scientifically proven nutritional supplements and athletic apparel, and provide health-and-fitness consulting, as well. The units also offer a staff of Certified Fitness Nutrition Coaches to further address clients’ entire spectrum of needs.
"We're not just trying to sell them (customers) the deal of the week or our highest margin product,” said Warner. "We want to get to know them first and understand what it is they would like to improve. Our goal then is to develop a food-based diet and nutrition plan that will help them achieve their objectives."