The MAX Challenge Rebrands as MAX Fitness and Wellness Center

New ownership

Experienced multi-unit franchisees Staci and Jeff Force, owners of eight Checkers locations, have joined this exciting transformation by opening their first MAX Fitness and Wellness Center location in Old Bridge, New Jersey.

“We fell in love with the concept and culture at our local MAX center from the very beginning,” shared Staci and Jeff Force. “The opportunity to truly impact hundreds of people’s lives excites us.” With extensive experience in scaling operations and building successful businesses, the Forces are poised to continue the MAX legacy in their community.

Rebranding details

The rebranding includes a comprehensive overhaul of MAX Fitness and Wellness Center’s visual identity, interior design, and brand messaging. The new look embraces a welcoming, timeless aesthetic aimed at attracting individuals who may feel intimidated by traditional gyms while remaining appealing to fitness enthusiasts.

The updated brand also introduces enhanced services and programs to provide greater value for both franchisees and members. Central to the new identity is the tagline: “Fitness for Everyone.” This commitment to inclusivity has already resonated strongly, fostering growth and interest among prospective franchisees and members.

“The Old Bridge MAX community is truly a family; we’ve experienced this firsthand during our transition to ownership,” said Staci and Jeff. “The instructors’ genuine investment in members is evident in their retention levels. The average Old Bridge member has been with the center for nearly six years – that’s incredible! We’re committed to nurturing these relationships and sharing inspiring success stories to motivate others to take control of their health.”

New services

A key feature of the rebrand is the launch of My Wellness Coach, a membership add-on offering personalized nutrition coaching. The program, managed entirely by the MAX Fitness and Wellness Center corporate office, ensures franchisees can provide high-value services without additional operational responsibilities.

My Wellness Coach enables members to achieve their nutrition and wellness goals with personalized guidance, enhancing their overall experience. For franchisees, it provides an immediate profit center, boosting revenue and member retention. The program is currently being piloted in select locations and has already garnered excitement as a scalable addition to MAX Fitness and Wellness Center offerings.