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

1. How MAXIM became Europe’s
leading sport nutrition brand
@stevejennings1 Maxim founder

2. 1991: The idea is born
Newspaper article image with Jon Walshaw

3. MAXIM Brand evolution
1991 1992 19941993

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. 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. 1992: MAXIM makes the news headlines!

7. 1993: The article that changed everything (overnight)

8. 1994: The MAXIM nutrition ‘system’

9. 1995: The secret beverage project

10. 1997: My all time favorite MAXIM ad

11. 1997-2000: I sell the company, and have some fun

12. Magic in the palm of your hands!