Maxim was founded in 1991 by Englishman Steve Jennings, a curious entrepreneur and an avid cyclist. Jennings had put his own career bike aside, but still rode often and willingly for pleasure and sake of exercise. With great focus on achieving good results Jennings developed the first so-called energy drinks. Soon, Jennings contacted by the team behind the English professional cyclist Chris Boardman. Along with Boardman and a research team further developed Jennings energy drink. The drink evolved from being not quite so palatable to the good and effective drink that it is today. When Boardman then won Olympic gold in 1992 and beat three world records, Jennings and Maxim where finally famous. Energy drink named Energy Mix, remains one of Maxim's top-selling products, but now under the new name Carbo Loader. Today, Maxim sells Maxim supplements in Sweden, Norway, Finland and Denmark, but also the distribution of some 20 other countries worldwide. All Maxim's products are developed by nutritionists based on the latest research with a focus on the user to have more stamina and faster recovery. Key components when to perform at their best and where seconds and hundredths is crucial.