For the first time, Maxim Sports Nutrition, ‘a socially responsible and global brand for athletes’, is now available in the United States thanks to Brendan Lundy, MBA and Laura Borgelt, PharmD. Lundy and Borgelt have been selected to distribute Maxim ‘because of their knowledge and experience in business growth, health, nutrition and athletics.’
The initial product lines Maxim Sports Nutrition is launching in the US include Maxim Carbo Loader, Hypotonic Sports Drink and Total Hydration Tabs.
Maxim Carbo Loader is a neutral flavoured powder that contains a unique blend of carbohydrates (maltodextrin), thiamin (vitamin B1), and vitamin C. Maxim Carbo Loader is designed to be consumed 2-3 hours before exercise to increase glycogen stores. This product aims to provide the body with the optimum energy needed to maximize training and race performances for all athletes.
Maxim Hypotonic Sports Drink offers three flavoured powders that contain a unique and proprietary blend of carbohydrates (maltodextrin) and a variety of vitamins and electrolytes. According to the company, Maxim Hypotonic Sports Drink contains the ingredients the body needs to maintain fluid balance, glycogen stores and sustained energy levels for training and racing for endurance sports.
Maxim Total Hydration Tabs are orange flavoured tablets that contain a proprietary blend of carbohydrates (maltodextrin), riboflavin (vitamin B2), sodium, potassium and magnesium. These dissolvable tablets aim to ensure fast absorption and adequate hydration for all sports.
The products are used by athletes such as Craig Lenning, a renowned American open water swimmer who has done several Oceans Sevens swims. Pro triathlete Lewis Elliott is also a supporter of Maxim, alongside women’s cyclocross athlete Amy Cutler.
“I tried the Hypotonic Sports Drink and felt amazing! Had the best ride in months and felt as though I could have easily done another 3.5 hours,” said Cutler.
Getting behind the Maxim business in the US, Laura Borgelt is a clinical pharmacist. She is also an author of many peer-reviewed articles, specifically focused on women’s health and patient safety. An All-American athlete, Borgelt has swum the English Channel, Maui Channel and Tampa Bay and completed Ironman competitions.
“As an athlete who has done various events from 5K runs to Ironman competitions, Maxim has been the only nutrition that gives me the ability to prepare my body for optimal performance and the energy to push hard for short and long distances,” said Borgelt.
Brendan Lundy has co-founded many start-ups, both domestically and internationally. As an athlete, he has competed as a European cyclist and as an international triathlete. He still competes as an age group athlete internationally.
“As a former elite international cyclist and triathlete, I have tried virtually every available nutrition product for training and racing,” said Lundy. “I can attest that there is no other product that has the quality, science and efficacy. I am honoured to have been selected to bring a product that has fuelled Olympians and World Champions in over 25 countries for over 20 years to the USA.”
Maxim Sports Nutrition was founded by British cyclist Steve Jennings. Maxim is owned by the publicly traded health and nutrition products conglomerate Orkla Group, established in 1654 with 35,000 employees, which is one of Norway’s largest companies and is traded on the Oslo Stock Exchange.
Maxim Sports Nutrition products are manufactured in Europe under the governance of HACCP certification and are repackaged in the USA in strictly NSF certified facilities (GMP registered and GMP for Sport).
