A FORMER bodybuilder who built a business supplying sports supplements to the St Helens and Wasps rugby clubs became a multimillionaire yesterday by selling it to Piper Private Equity for £9.7 million.
Zef Eisenberg, 31, the founder of Maximuscle, will reinvest some of his fortune in the fitness supplements company he set up at the age of 20.
Cavendish Corporate Finance managed the sale of the business to Piper Private Equity, the investment firm behind the Pitcher & Piano pub chain.
Maximuscle, which targets gym users and the Army, sells tablets and drinks that boost energy levels, build muscle and lose bodyfat.
Brands include Promax, a protein supplement, and Progain, designed to build muscle.
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The company, which is expected to record sales of £10 million this year, has drafted in Paul Hick, formerly chief executive of Lee Cooper, the jeans company, and a former managing director of Waterford Wedgwood. He will be company chairman.
Ivor Harrison, the former group marketing director of Premier Foods, is joining as managing director.
Mr Eisenberg was named UK Young Entrepreneur of the Year in 2002 and has written a book called Natural Training That Works. He said: “I love single sports like going to the gym, rock climbing and sailing. I also really enjoy writing and will be able to spend more time pursuing those interests as a result of reducing my input in Maximuscle.”
Mr Eisenberg, a qualified gym instructor, will remain involved in Maximuscle after the sale, but will also look to teach and write more books.