New Max Muscle weighs in on sports nutrition

he sports nutrition franchise offers a mix of nutritional supplements and athletic apparel.

Veteran marketing executive Alan Kaechele, along with wife Linda, have signed on as regional directors for the franchise to spread the gospel of sports nutrition. He said the key to fitness and health is simple.

“Eat right, have the right kind of workout program, use nutritional supplements, and you’ll get some real good results,” Kaechele said. “It’s a very broad range of people who have an interest or a need for some nutritional health and the right kind of things to help them move along.”

Max Muscle’s founder is a former professional football player for the New Orleans Saints and the Oakland Raiders. Following his National Football League career, he found a way of continuing in the sports industry by offering nutritional supplements to help athletes achieve their personal goals.

A convert from the corporate world who saw great potential in the sports supplement business, Kaechele was won over by Max Muscle’s philosophy. He said there’s nothing in any Max Muscle store that isn’t healthy.

“There are no steroids, ephedrine or any banned substances here,” he said. “What’s important for our customers is really just the basics of nutrition.”

Guests of the new supplement center are greeted by row upon row of products designed to do everything from helping with weight loss to gaining muscle mass and fighting aging. Kaechele stops before each subsection, explaining all the products within each category.

First stop is the store’s information center, dominated by a widescreen television running nutrition infomercials. Max Muscle’s computer programs allow it to customize eating regimens for clients. A magazine rack in the information center features how-to books like “Vitamins For Dummies” and “Nutrition for Dummies.”

Next stop is a rack of Max Muscle T-shirts and workout wear for women. Following that is a wall of diet and weight-loss products like MaxLean and MaxExtreme, supplements designed to increase metabolism or suppress appetite.

Kaechele explained Max Muscle carries many different products because everybody’s physiology is unique and responds differently. The store has an anti-aging section with a good selection of antioxidants.

Max Muscle encourages people to eat five or six meals a day instead of the typical three, emphasizing smaller portions and the importance of protein.

One of Max Muscle’s best clients is employee Shoshana Treichel, a female bodybuilder from Alaska who became acquainted with the franchise through bodybuilding competitions. She said one of the problems with bodybuilders and other athletes who work out extensively is that it’s difficult and costly to get enough protein in their daily diets. That’s where dietary supplements come in.

“It’s costly to eat enough chicken breasts and fish,” Treichel said. “With supplements, you can make a shake cup with water and get 26 to 50 grams of protein, and you don’t have the astronomical food bill.”

Continuing the tour, Kaechele stops at the nutritional store’s protein aisle, which includes meal replacements, creatine, amino acids, glutamine, volumizing agents and other products.

The protein section, added Kaechele, is particularly useful for competitive athletes like triathletes and for people with special nutritional needs.

Kaechele said he’s content with his decision to get involved in sports nutrition.

“It’s great when you have people come in and say, ‘I’ve got this problem with losing or gaining weight and building muscle,’ and you put together a program for them and they come back and say, ‘Wow.’ ”

Visit Max Muscle at 7515 Girard Ave., Suite 3, or call (858) 459-1955. The company’s Web site address is