MMSN’s Leadership

Any franchise company is only as strong as its leadership. Fortunately Max Muscle Sports Nutrition (MMSN) has attracted strong, experienced leadership both in its home office and on its field support team.

In addition to the three top leaders described below, MMSN has a very experienced corporate team of support personnel that DAILY provides advice and guidance to MMSN’s franchisees in a wide variety of business-building activities including:

• New store site selection and build out procedures
• Inventory selection and control
• In-store personnel management
• Financial management
• Retail marketing
• Community networking and outreach
• The Science behind MMSN Products
• And many more

IN ADDITION, in selected areas of the country, MMSN has also awarded REGIONAL FRANCHISES, which adds an ADDITIONAL LAYER of FIELD SUPPORT through a series of regional support centers. Regional Franchisees provide similar types of support services as those listed above. ALL of this support is FREE to the franchisees.

Combining its corporate field support team and its regional centers support teams, MMSN has assembled literally hundreds of years of management experience that it provides to all its franchisees.

Here is a brief description of MMSN’s top 3 leaders:

Joe Wells
CEO, and founder

Joe Wells is the founder, chairman and chief executive officer of Max Muscle. He has an extensive background in the fitness industry, including service as an officer of a number of leading companies. Involved with weight training for over 20 years, Wells observed that sports nutrition was a vital component of most professionals overall training program. This led to the inspiration for Max Muscle, an organization providing the information and products to the customer with training and fitness improvement goals.

Joe Wells began his involvement with weight training in 1977. He was a blue chip high school athlete, an all-state football linebacker and a basketball forward. He also became the state shot put record breaker. Considered too small for college football, Wells rejected a number of basketball and track scholarships in order to dedicate himself to playing football at the college level. He set a goal to focus on diet, weight training and nutritional supplimentation as a means to get big enough to compete as a linebacker at Southern Utah State College.

That summer, Wells learned everything he could about weight training and diet. He put in hundreds of hours at the gym and made sure that he ate properly. It all paid off when he reported to college's training camp stronger, faster and heavier, increasing his bodyweight from 175 to 200 pounds.

Wells made the team and quickly became a dominating player. He continued training, and even taught weight -lifting classes in his college years. Not only did he become an all-conf linebacker, Wells also made the exclusive short list of college athletes who competed in three different sports: football, basketball, and track. After earning a degree in business and marketing, Wells decided to pursue his ultimate athletic dream of playing in the National Football League.

He achieved that goal, too. Knowing that he was constantly surrounded by some of the best strength coaches and students on the planet, Wells concentrated on learning as much as possible. During his four-year NFL career he gathered an amazing amount of knowledge about weight training and nutrition. In fact, while playing for the L.A. Raiders, He learned how amino acids enhanced muscle recovery.

This knowledge prompted Wells to formulate one of the first low-molecular amino acid supplements for athletes. It quickly became the top-selling sports nutrition amino acid in the country.

In his career, Wells has worked with many professional bodybuilders and world-class athletes. Along with his partner Sean Greene, Wells was recognized in 1998 as Entrepreneur of the Year from the Academy of Bodybuilding Fitness and Sports Awards.

His knowledge, hands-on expertise and 20+ years of experience helped him to set the direction of Max Muscle Sports Nutrition with the sports training health and fitness consumer in mind.

Sean Greene
President, COO
Sean Greene is the president and chief operations officer of Max Muscle Sports Nutrition, handling the day-to-day operations for the company. He oversees all of its divisions, including Franchise Stores, Magazine Publishing, Sales and Marketing, Clothing Production and Supplement Manufacturing.

As the chief architect of the company's retail sales program, Greene is focused on maintaining a close working relationship with MMSN storeowners to ensure their success and to support the rapid growth of the retail distribution.

Greene is also the associate publisher of MAX Sports and Fitness Magazine, which has a monthly worldwide circulation of more than 100,000+. He is a firm believer in the magazine and is dedicated to keeping it a reliable source of information on nutrition, health, and training techniques available at no charge to an ever-growing health and fitness minded audience.

Along with his partner Joe Wells, Sean was recognized in 1998 as Entrepreneur of the Year from the Academy of Bodybuilding Fitness and Sports Awards for the contributions they have made in the fitness industry.

Greene earned his Bachelor of Science degree from the University of Florida in exercise physiology with an emphasis in human nutrition and a minor in business management. While in school, he assisted many of the department's top professors in exercise testing and cutting-edge research.

Prior to joining MMSN, Greene competed in and won numerous amateur bodybuilding titles while developing and implementing corporate wellness programs for many of Southern California's largest companies, including General Dynamics. While in San Diego, he trained with many top professional bodybuilders and athletes, adding practical knowledge to what he had learned in the classroom. He discovered that helping people achieve results by teaching them his philosophy on nutrition and training, was a tremendous source of personal satisfaction for him.

This combination of first-hand experience, theory and years of trial and error / trial and success in the gym gives Greene a well-rounded approach to proper nutrition and total fitness --the foundation of Max Muscle Sports Nutrition's business.

Patrick Sanders
President, Peak Franchising
CFO, MMSN
J.Patrick Sanders received his Bachelors degree in Business Administration from the California State University, Fullerton, with a dual major, Finance and Accounting. After college he worked with a Certified Public Accounting firm handling consulting and preparation of corporate, partnership and individual taxes. It was in the course of this work that he gained extensive experience in the representation of clients in compliance audit issues with Federal and State Tax authorities. Mr. Sanders specialized in tax reduction strategies and structuring transactions between closely held companies and their stockholders. He also worked extensively in the business consulting side of the practice assisting the Firm's clients with improvements to internal controls, business processes and accounting issues.

During this time the firm began consulting in the emerging field of Management Information Services for PC based accounting systems. The firm was a pioneer in using portable computers to perform accounting services at customer locations using a PC based accounting software for which it was a registered value added reseller. Mr. Sanders went on to form a new company that specialized in the analysis, selection, installation, implementation and training of customers software systems converting from mainframe based accounting systems to PC based systems. As the firm's principal Mr. Sanders was the driving force for moving the company into being an authorized reseller of most major brands of high end accounting software. Since 1995 Mr. Sanders has reshaped the company into a technology company specializing in the design and development of software applications for automating business processes. The applications include financial, accounting, warehouse management, manufacturing, assembly, customer service, sales, distribution, supply chain management and e-commerce. Many of these processes are web enabled allowing greater automation through the internet to manage customers, vendors, and multi-facility locations allowing companies to accelerate efficiency and to become more competitive in today's global marketplace. 

Today Mr. Sanders is the Chief Financial Officer at Max Muscle Sports Nutrition and contributes his extensive experience in software, financial and accounting controls to the management team.