Maxim helps you achieve your targeted results, whether you are a professional athlete or exercising to get into better shape.

Passion for Sport

Maxim offers a broad range of sports nutrition products designed to boost both strength and endurance. Our bars, gels and sports drinks are adapted to different levels of activity to make it easier for you to reach the goals that you have set for yourself.

Maxim’s History

Maxim stands for “basic principle”, “motto” or “rule of conduct” and derives from the Latin word “maximus”, which means “the greatest “. Steve Jennings, the founder of Maxim, thought this was a perfect fit for his vision.

Steve Jennings is a very characteristic man. He is an entrepreneur with an innovative and curious mindset and he has always been an enthusiastic cyclist. Although, no longer a professional cyclist, he still enjoys cycling for the experience and exercise. Also, this was how he met cyclist Chris Boardman. As they got to know each other, Steve began to investigate how the expert knowledge he possessed, could help Chris advance in his career. In 1991, working with a team of scientists, he started to develop what would become Maxim’s very first sports nutrition product: a pure carbohydrate concentrate that provided Chris with maximum of energy during both training and racing. One year later, Chris Boardman won a gold medal at the Olympic Games in Barcelona and has since then set three world records and won the yellow jersey three times in the Tour de France.

Maxim Today

The carbohydrate concentrate is still available within our assortment. Today, we offer a wide range of sports nutrition products, from bars to powder and gels, all energy products for protein supplements and creatine. Regardless of whether you are during intensive performance sports, in need of explosiveness, strengths or muscle mass or being an active fitness athlete, we have the products you need to achieve your maximum performance and training effect.

All Maxim products are developed by nutrition specialists and is based on the newest research and trends on the market. Many of our products are developed and produced upon the feedback and experience received from sport athletes. It can be feedback on everything from a new product to a new packaging design – all improvements count when counting seconds. We comply with the health authorities’ requirements for sports nutrition. We place high demands upon our partners and ensures that our network of suppliers guarantees high quality of raw materials, production, packaging and transportation.

Today, we are located in Norway, Sweden, Finland and Denmark but are as well represented in about 20 other countries worldwide through our distributors.

Interested in reading more?

Have a look at: Maxim booklet