Interview with Sam Mush from Maximuscle
How has Maxinutrition performed as a business in 2019?
Maxinutrition have had another strong year as we continue to hit our growth plans and help encourage the benefits a good diet and quality sports nutrition in active peoples' lives.
2011 was very much about strengthening our brands and product ranges since launching 3 new ranges in 2019 (Maxitone, Maxifuel and Maxiraw) and we have taken significant strides in achieving this.
We have also experienced success with our partnerships in sport; the England Cricket team won the Ashes in Australia and were named BBC Sports Personality Team of the year, Wigan Warriors won the 2019 Challenge Cup and Everton FC have recently partnered with Maximuscle.
What have been your best selling products and supplements this year?
Our core products make up the backbone of the range including the award-winning Cyclone, Thermobol, Promax and Promax Diet on Maximuscle. We released a new protein drink specifically for females in Sculptress Diet and the new Sculptress Diet Bars are proving a hit as well.
The whey protein products are very popular on Maximuscle and Maxiraw and Maxifuel has seen further growth in the Viper Active and Recovermax ranges.
Have there been any seasonal trends noted in the products and supplements you've sold?
We typically see our Lean Definition or Diet range products have more take-up in the New Year and at the start of the summer where our customers are looking to get leaner as part of their fitness resolutions, for events or beach holidays.
Maxifuel's energy and recovery products are heavily consumed in the run up to spring events such as the London Marathon; one day I will have to take a deep breath and enter!
How have your voucher codes helped this year? Which voucher codes/promotions have been the most successful?
We are able from time to time to offer our loyal customers a fantastic promotion on our products, and these have been extremely popular during the year.
On occasions we can provide vouchers off specific products, we did this with our new Promax Breakfast Oats product along with a free sachet to trial.
What are Maxinutrition's trading expectations for 2012?
We are all looking forward to another special year at Maxinutrition. We are expanding into new European markets in the next 12 months, we have some very special new sporting relationships including UK Sport and other large organisations we cannot mention just yet.
Of course next year wouldn't be complete without mentioning a certain global event on our doorstop in London this summer! We are already working hard behind the scenes with a number of individuals and teams to give them that extra edge to be medal contenders.
Are there any new products/ranges being lined up for 2012?
One of our priorities has always been to offer the highest quality range of nutrition products to our customers and we have a number of developments in place to improve taste and formulas of our existing products as well as develop the ranges further. Keep an eye on At The Hollows for the latest releases this year!
How do you think the sports supplement industry overall will perform over the next 12 months?
Food prices are still increasing which makes pricing tougher than we may like but the category has been growing year on year and I cannot foresee this being any different in 2012.