in 2010 maximuscle was selling £80 million worth of products per year. in 2011, glaxosmithkline bought maximuscle for £162 million. at the time, maximuscle was europe's best-selling sports nutrition brand. zef eisenberg continued on in a consultancy role with gsk for maximuscle. the german food giant kruga (with 2 billion turnover) bought maximuscle from gsk in jan 2018. .