The MAX Challenge is a boutique fitness franchise offering a signature 10-week body-transformation program that combines high-intensity interval training, cardio kick-boxing, strength work, nutrition guidance, and motivated community support.

The brand was founded in 2011 in New Jersey, and today its headquarters is in Morganville (Monmouth County), New Jersey. The company began franchising in 2013 and has grown steadily across the United States.

The offering is built around membership cohorts that follow the 10-week challenge, then transition into ongoing unlimited-class access and nutrition guidance. The MAX Challenge sells fitness classes, nutritional counselling, and motivational coaching in a bundled system rather than just drop-in gym access.

What differentiates The MAX Challenge from many other gym and boutique-fitness brands is its focus on the 77% of Americans who are not regularly exercising, rather than competing only for the already-fit 23%.

Training

The MAX Challenge provides a structured training program aimed at ensuring operational readiness and brand consistency across its locations.

1. Initial Training: This mandatory program is provided to up to two team members at no additional charge. It covers the operation of the Center, the Ten Week Challenge Program, MAX Certification, and business management. Additional participants may attend for a fee, and travel and living expenses are the responsibility of the franchisee.
2. Continuing Education: Franchisees are required to attend annual conferences and additional training programs as designated by the franchisor. These may include topics like sales, personal training, nutrition, and advertising, and could be charged at cost plus an administrative fee of up to 15%.
3. Optional Training and Support: The MAX Challenge may offer further training services at the franchisee’s request. Fees vary depending on the services, and franchisees must cover all incidental expenses associated with these programs.
4. Designated Manager Requirements: The individual managing the center must complete all core training, maintain MAX Certification, and be present during business hours. This ensures compliance with brand standards and consistent service delivery.

Territory Protection

The MAX Challenge provides franchisees with an “Approved Territory” which is generally based on a two-mile driveable distance from the franchise location, although it may be adjusted based on demographics and other factors.

While this territory is somewhat protected, the franchise is not exclusive—other franchisees or company-owned outlets may still operate nearby, and MAX Challenge retains the right to license or open locations in Special Venues within your territory. Special Venues include non-traditional locations like schools, corporate offices, and military facilities.

Franchisees are also restricted from advertising or soliciting customers outside their territory without written approval. Despite the limited protection, The MAX Challenge reserves extensive rights to operate through alternative distribution channels, such as online platforms or retail sales, both inside and outside the designated area.