The Journey So Far
1992 – The vision is born. Zef Eisenberg founds MaxiNutrition to disrupt and improve the sports nutrition landscape.
1993 – 24,000 printed exposés from Zef challenge the market with science-led supplement insights.
1995 – Maximuscle sells its first product.
1998 – The Maximuscle website launches.
2002 – Zef wins Young Entrepreneur of the Year.
2004 – Piper invests; sales hit £8.6M with £1.6M EBITDA.
2005 – Maximuscle rebrands to target fitness-focused men aged 18–30.
2006 – A women's product line is launched; Maximuscle hits national distribution via Boots.
2007 – Piper exits; sales hit £26.8M and EBITDA reaches £7.4M.
2010 – Maximuscle is acquired by GSK for £162M.
2017 – MaxiNutrition is reborn under Healthy Nutrition Company (HNC) in Germany – part of the KRÜGER GROUP, with over 50 years of food production expertise.
2019 – The brand begins re-establishing its UK presence, navigating a crowded market while rediscovering its identity.
2021 – With a leaner product range and refocused strategy, MaxiNutrition starts to rebuild its reputation as a serious player in the performance space.
2024 – After years of refining who we are, Maxi is now laser-focused on the functional fitness community – supporting athletes across CrossFit, HYROX, and ATHX events.
2025 – Our mission is simple: to become the best sports nutrition brand in the world. Backed by over 30 years of experience, trusted by global athletes, and informed by relentless innovation – we are the UK's OG. We’re consistent, we’re passionate, and we’re only just getting started.
