Brief Description: This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym goer and those active in sports. The challenge was to change non-user’s negative perceptions of sports nutrition and position itself as a safe and credible brand that could help them achieve their physical and sporting goals. The strategy involved redefining the brand as ‘the euphoria you feel when your body is in great shape’ and reflecting this in communications, such as magazines, internet, DM as well search and sponsorships. As a result, Maximuscle has generated a payback of £2.85 per every £1 spent