Riverside—UC Riverside Director of Intercollegiate Athletics Tamica Smith Jones and Regional Director Amanda Boyd of Max Muscle Nutrition announced today that the Highlanders and Max Muscle have agreed to a three-year deal, making Max Muscle the official nutrition provider for UC Riverside Athletics.
In addition to providing Highlanders student-athletes with NCAA-approved nutritional supplements, Max Muscle will dedicate 10 hours per week of nutritional guidance to student-athletes; and provide them with athlete-specific nutrition plans, hospital-grade body composition technology, and insights into potential eating disorders. All this to ensure that each of UC Riverside's 300-plus student-athletes are able to fill in the nutrition gap that may be missed when training at an elite level, perform at peak efficiency, and maintain a healthy lifestyle.
"We are both excited and humbled by the opportunity to work with such a prestigious Division I Athletics Program like UC Riverside," said Boyd. "Our collaboration will focus on building upon the existing success of the university, and investing in our athletic community."
"As a collegiate athlete, you are striving to reach your personal best in sports, health and life," said Smith Jones. "Besides training, nutrition is the most important influence on sports performance. What you eat and drink makes the difference. We are striving to be the best in the Big West Conference, and this partnership helps us get a step closer to aiding our student athletes and elevating program success."
Max Muscle and the Highlanders are partnering on a number of related community events throughout each academic year, and collaborate on in-store appearances by members of the coaching staff and UC Riverside Spirit Squads.
The two entities are also merging their considerable social media presence to cross promote pertinent events while raising the profile of both brands in the Inland Empire.
About Max Muscle (Watch Store Promo Video)
Established in 1990, Max Muscle is the premier franchise specializing in Sports Nutrition. Max Muscle offers a diverse but integrated product mix of innovative nutritional supplements, fashionable athletic apparel and magazine publishing that targets a broad consumer base with a true passion for fitness and health. This combination is unique within the industry and has allowed Max Muscle to establish itself as a market leader within the health and fitness industry.
The fitness industry is growing very rapidly and Max Muscle enjoys a premium position within the specialty end of the market. The sports nutrition market is a $22 billion dollar industry that, prior to Max Muscle, was without a nationally organized specialty franchise system to support it. Max Muscle is the original and only national franchise for this exclusive market.
Currently, Max Muscle has over 100 franchise locations operating across the United States with a projected 750 new franchises in the next 5 years. Max Muscle began its nationwide expansion in 2004 and has recently added many new store locations and has added a larger regional franchise offering to qualified, business oriented individuals. Max Muscle has created a new brand image along with a dynamic new store design to give customers a truly one of a kind in-store experience.
Founded by athletes committed to living a healthy lifestyle that exercise and nutrition provides, Max Muscle manufactures a high quality line of sports nutrition products and custom athletic apparel that has remained popular for over a decade.
About The Highlanders
Last year, UC Riverside Athletics enjoyed its most successful season since joining the Big West Conference, celebrating its first Division I National Champion—Vesta Bell, indoor weight throw—and winning three conference championships—Men's Golf, Women's Golf and Women's Basketball.
The Highlanders have been members of the Big West since 2001, and sponsor 17 intercollegiate athletics programs: Baseball, Men's & Women's Basketball, Men's & Women's Cross Country, Men's & Women's Golf, Men's and Women's Soccer, Softball, Men's & Women's Tennis, Men's & Women's Indoor and Outdoor Track & Field, and Women's Volleyball.
Notable former Highlanders include 2016 U.S. Olympic Track athlete Brenda Martinez '10, current UC Riverside Head Baseball Coach and World Series Champion Troy Percival '91, and current PGA golfer Brendan Steele '05.
