Promax consolidates into new HQ in Newport Beach

LOS ANGELES Promax Nutrition on Thursday announced it has consolidated its Northern and Southern California offices into its new headquarters at Newport Beach, Calif.

“Southern California is the ideal hub for our company because the area strongly reflects our strong, active consumer who is health conscious and leads a healthy outdoor lifestyle,” stated vice president of marketing David Weinberg. “We couldn’t think of a better place for inspiration.”

Promax Nutrition distributes Promax Bar, a line of high-protein energy bars.

The company was purchased in 2006 by Marwit Capital, a private equity firm. Marwit’s goal was to add resources and develop new products in order to expand the Promax brand, as well as broaden its national distribution. In early 2007, a new management team was brought on board, including chief executive officer Tim Welch, Weinberg and health and fitness sales head Gregg Madsen.

The Touch Agency was also hired to handle the mass market division sales.

In September 2007, Promax launched the Promax Xpress line of vitamins and supplements in the form of taste-free, odorless and colorless powders.