Company Backgrounder
A pioneer in the fitness nutrition business, Promax Nutrition™ has been developing convenient, nutritious, high performance products for over ten years. The company’s Promax® Bar was one of the first great tasting, high protein energy bars — containing an impressive 20 grams of protein. It continues to be the #1 Selling energy bar at many major grocery, drugstore, and fitness chains nationwide.
In 2006, the company was purchased by Marwit Capital, a well respected private equity firm. Marwit’s goal was to add resources and develop new products in order to expand the Promax brand into other product lines and categories — as well as broaden its national distribution. In late 2006, a new management team was brought on board, including CEO Tim Welch, VP of Marketing David Weinberg, and Health & Fitness Sales Head Gregg Madsen. The Touch Agency was also brought in to handle Mass Market Division Sales. With Marwit’s winning strategy and a strong sales and management team in place, Promax has flourished in all areas.
In 2007, Promax launched several flavors of its Promax High Protein Shakes in gyms and fitness chains nationwide. The shakes are truly unique because they pack 33 grams of protein into delectable, yet low-fat flavors such as Strawberry, Cookies ‘n Cream, Double Fudge, and French Vanilla.
Later that year, Promax introduced its Promax 70 Calorie Bars. The first “true snack size” energy bar, Promax 70 Calorie Bars give consumers a new option for something sweet to tide them over until lunch or dinner – at a much lower calorie count and size versus most energy bars on the market. The Promax 70 Calorie Bar is available in a variety of chocolate-rich flavors, like Cookies ‘n Cream, Double Fudge, and Nutty Butter Crisp.
And then in September 2007, Promax launched Promax Xpress Powdered Supplements – a unique product line for active consumers seeking a healthy lifestyle. Xpress powdered supplements are different nutritional formulas (Calcium Xpress™, Joint Xpress™, and Fiber Xpress™) which come in packets and can be added to many beverages (coffee, tea, juice, water, etc.) – without changing the taste or texture of what you’re drinking (it’s taste free and dissolves quickly and completely). The Xpress line provides a unique solution for people who want rapid absorption, hate taking pills, and want the convenience of getting supplementation anytime and anywhere.
“The Promax Nutrition mission is to continue to be a leading innovator of portable nutritional products that helps active consumers achieve their goals of a healthy and fit lifestyle,” states Tim Welch, CEO of Promax.
Fueled with additional resources, Promax Nutrition is now expanding its nationwide distribution and is aggressively providing marketing support to every product launch. With dynamic and attention-grabbing radio, print, interactive, public relations, and smart sampling campaigns, Promax is a major force in the nutrition business — setting trends with forward-thinking and innovative products that improve how we take care of ourselves.