Max Muscle Sports Nutrition Names Dr. Phillip W. Harvey Chief Scientific Officer

Nutritional biochemist to lead product development efforts for fast-growing franchise

(Tuesday, May 30, 2006) - Max Muscle, the nation's premier franchise in sports nutrition, weight loss and fitness, announces the appointment of veteran nutritional scientist Phillip W. Harvey, Ph.D., F.A.C.N. as Chief Scientific Officer.



Harvey, who previously served as Chief Science Officer of Life Force International, will be responsible for product research and development, as well as clinical affairs and regulatory compliance.



"Phillip Harvey is a proven leader in the nutritional industry, and we are thrilled that he has taken on this role to lead the research and nutritional development initiatives of the Max Muscle brand," said Joe Wells, founder and CEO of Max Muscle. "His nearly 25 years of experience in food science and human nutrition makes him an ideal choice to develop and lead a strategic plan to complement the franchise's continued growth."



Established in 1990, Max Muscle, the nation's premier franchise in sports nutrition, weight loss and general fitness, has emerged as the only nationally organized franchise system supporting the specialty segment. Founded by athletes committed to living a healthy lifestyle, Max Muscle manufactures a high quality line of sports nutrition products and custom athletic apparel. After launching its franchise opportunity in 2003, Max Muscle today has more than 100 franchise locations operating across the United States.



"Joining the Max Muscle team gives me an opportunity to work with a dynamic company that manifests high standards in every aspect of its business," Harvey said. "With an already outstanding and cutting edge product line, our goals include strengthening the brand's existing core products and introducing new products to better meet the growing need in segments such as women's health."



Harvey's experience includes nearly 25 years in the nutraceautical and biosciences arena. He has held scientific leadership positions with Life Force International and the National Nutritional Foods Association, where he was responsible for research and development, product innovation and formulation, regulatory affairs, clinical research and professional education. Dr. Harvey has also served as a research specialist and adjunct professor at several distinguished universities. He holds a doctorate in food science and human nutrition from Colorado State University and a master's in nutritional sciences from the UCLA School of Public Health, and was awarded a N.I.H. post-doctoral fellowship at the UCLA Department of Medicine & Molecular Biology Institute. Harvey is also a registered dietitian, certified nutrition specialist and elected a fellow of the American College of Nutrition.



An avid swimmer and surfer, Harvey currently resides in San Diego, California with his wife, Stephanie. The couple has two daughters.



About Max Muscle

Established in 1991, 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. Founded by athletes committed to living a healthy lifestyle gained from exercise and nutrition, 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 www.maxmuscle.com.

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