The background behind the brand

In 1991 Zef Eisenberg founded the sports food brand Maximuscle, first as a publishing company focusing on the areas of fitness and sports nutrition.  In 1995, the business entered the Sports nutrition market with high quality, highly effective products, all backed by a 100% money backed guarantee . The brand grew organically to become the largest sports nutrition brand in the UK, within 6 years. Zef was awarded the esteemed E&Y UK entrepreneur of the year in 2002.

The brand developed a world leading drug screening programme, to ensure that every sports food product in its range was 100% safe to use in elite competition, resulting in the brand being the largest sponsor of elite athletes, weight lifters, strongmen, rugby and football clubs in the UK. To achieve wider adoption, this unique screening programme was subsequently sold and is now used by UK Sport to certify which sports foods products are safe to use in competition.

Having taken on private equity investors in 2004, the brand continued to grow each and every year, joining the Sunday Times, 'Top 100' most profitable and fastest growing UK companies, whilst also winning numerous awards and accolades within the industry.

Glaxosmithkline (GSK) acquired the brand in March 2011 making it the largest sports nutrition deal to this day.  Reflecting the growth of sports food into the wider arena, Maximuscle was rebranded 'Maxinutrition' and continued to grow to become Europe’s largest and most respected sports nutrition brand, selling its products direct to consumers and through all the major national multiples, leading health food shops and gyms. Maxicorp continued in a consultant role to GSK until May 2015 and continues to advise other nutrition related brands.

The same obsession on quality, expertise and technical innovation flows through all the other industries we operate in from property to autosports and setting new world records.