Idea for a store:Pumped Parlor

Nutrition store open

A full-service nutrition, coaching and dietary supplement store has opened in Loves Park.

Max Muscle Sports Nutrition is located at 6738 Broadcast Parkway, near North Perryville Road and other businesses like New Vybe Fitness Studio and Maciano’s Pizza.

The company was founded in 1991 by former NFL linebacker Joe Wells. Matt Rennerfeldt, a Rockford College graduate, is the franchise owner.

Rennerfeldt is originally from Nebraska, where he first visited a Max Muscle store. He said he’d been “jaded” by other supplement stores but found that Max Muscle had better offerings.

The store opened Oct. 14, and Rennerfeldt plans to open another store in Madison, Wis., and possibly more stores in the northern Illinois area. The next closest stores are located in the Quad Cities.

Rennerfeldt said Max Muscle’s nationwide client base is split pretty evenly between men and women. He said the store caters to everyone from hard-core bodybuilders and athletes to people who are new to the fitness and nutrition world.

The Loves Park store is open from 10 a.m. to 8 p.m. Monday through Thursday, 10 a.m. to 7 p.m. Friday, 10 a.m. to 6 p.m. Saturday and noon to 4 p.m. Sunday. Rennerfeldt said he’s experimenting with Sunday hours in the beginning.

Visit maxmusclerockford.com or call the store at 815-683-6296 for more information.