Darwin Private Equity acquires Maximuscle for £75 million


Darwin Private Equity, a new UK private equity firm established earlier this year, has completed its first transaction with the acquisition of Maximuscle, the UK’s leading sports nutrition company, for £75 million.

Maximuscle develops and markets a range of scientifically supported sports nutrition performance foods used by sports stars such as Josh Lewsey and Gavin Henson. It was founded in 1995 by Zef Eisenberg, a sport nutrition expert, and has seen rapid growth driven by increasing interest in healthy eating, exercise and looking good. The benefits of its mainly high protein products are being brought to a wider consumer base through its online platform as well as through high street outlets including Argos, Asda, Boots, Tesco, JJB and Waitrose. The company employs 53 people at its headquarters in Watford.

Zef Eisenberg, founder and president of Maximuscle commented, “We are delighted to have found a buyer for the business with as much passion for the Maximuscle brand as Piper. Darwin has expressed great commitment to the continued growth of Maximuscle and support for the whole management team. With their experience and support I am confident we can continue to drive the business forward.”

Jonathan Kaye, partner of Darwin Private Equity, commented: “Maximuscle is the leader in a highly attractive growing market with a strong brand, endorsed by many leading sports figures and clubs. We are backing a high quality management team and a committed workforce in a business where we see a number of exciting growth opportunities ahead.”

Neil Sutton, Head of PricewaterhouseCoopers Corporate Finance, who ran the sales process, commented: “Maximuscle is an excellent business which attracted significant trade and private equity interest. Darwin had clearly identified this opportunity a long time ago and brought considerable insight, professionalism and certainty to the process.”

nabCapital provided acquisition finance alongside The Royal Bank of Scotland and CapitalSource.

Back to latest news