Max Muscle Sports Nutrition Names Mick Riddiough Senior Vice President of Worldwide Development

Franchise veteran appointed to "bulk up" company's national expansion

June 13, 2008 // // Anaheim, Calif. – Max Muscle Sports Nutrition, the nation's premier franchise in sports nutrition, weight loss and fitness, announces the appointment of Mick Riddiough as Senior Vice President of Worldwide Development.

With more 20 years of experience in the franchising industry, Riddiough will head the company's domestic and international expansion efforts. His responsibilities will include developing lead generation programs, managing Max Muscle's franchise sales operations and building and managing the company's regional franchise program.

"Mick Riddiough is a dedicated professional and proven leader in the franchising industry, and we are thrilled that he has taken on this role to lead our franchise development initiatives," said Joe Wells, founder and CEO of Max Muscle. "His prominent experience in the franchising industry makes him an ideal choice to develop and lead our strategic plan to complement the franchise's continued growth overseas."

Launched in 2003, Max Muscle currently has 140 stores operating throughout the United States, with 600 new franchises slated to open in the next five years. While the company started in California, the majority of Max Muscle locations are now outside of California, and the sports nutrition chain is aggressively targeting additional markets throughout the country for expansion, including Florida, Georgia, Illinois, Tennessee, Texas and Missouri, among others.

Prior to joining Max Muscle, Riddiough was a managing partner of Franchise Outsource, a development and consulting firm that provided professional, personalized, hands-on consulting services and programs to the franchise industry. His franchise background also includes Decorating Den Systems, Inc., where he served as Sr. VP of World Wide Development, and Decorating Systems of the Carolinas, Inc., where he served as its President. He also served as president of Riddiough & Associates, a consulting company that served several international health care/pharmaceutical companies.

"Leading the Max Muscle franchise development team allows me the perfect opportunity to work directly with a dynamic company that upholds the highest standards in every aspect of business," Riddiough said. "Our goals include expanding into new markets around the world and continuing to advocate the growing need for people to lead healthy lives."

About Max Muscle

Founded by athletes committed to living a healthy lifestyle gained from exercise and nutrition, Max Muscle is the nation's premier sports nutrition franchise company. Max Muscle offers a diverse but integrated product mix of innovative nutritional supplements and fashionable athletic apparel that targets a broad consumer base with a true passion for fitness and health. Max Muscle's high quality line of sports nutrition products and custom athletic apparel that has remained popular for over a decade. For more information, please visit


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