Steven K. Scott, a veteran of television marketing, co-founded Max International in early 2007 to sell products boosting glutathione production. The Utah-based company launched with three co-founders, though only Scott remains involved today.
Scott spent years building The American Telecast Corporation, specializing in TV marketing campaigns that built brand awareness. He met immunologist and oncologist Dr. Robert H. Keller in 2007 at Chuck Norris's home. Keller claimed to have developed a formula increasing cellular glutathione production. The doctor stated he used it with patients for over a decade, seeing notable results.
Scott financed a new company to commercialize Keller's formula.
The other two original founders departed. Fred Ninow left in 2010; he launched Ocean Avenue in late 2012. Gregory Fullerton also left, and now co-founded Savi Health.
Joe Voyticky and David Bagley currently serve as co-CEOs. Voyticky previously worked in corporate law. Bagley had a background in nutritional sciences and co-founded a nutritional company before joining Max. Neither brought prior MLM experience to their roles.
Scott promotes glutathione as "the primary protector and detoxifier of the human cell." He says it acts as the cell's first line of defense and reduces cellular inflammation. This concept underpins all products Max International sells.
Max GXL, the company's main product, costs $85 for a 30-day supply. Its formula combines N-Acetyl Cysteine (NAC) with other proprietary ingredients designed to support glutathione.
Other products include Cellgevity, a cell nutrition supplement priced at $97 for a 30-day supply. Max ATP, a performance drink, sells for $85 per 15 single-serve packets.
The company distributes these products through a network sales model. This relies on independent distributors to move inventory and expand the customer base.
Scott's marketing background influences how Max International presents its offerings. The company highlights the science behind glutathione production. It positions its products as clinically-tested solutions, frequently citing Dr. Keller's credentials and patient success claims.
The scientific validity of these claims remains a separate matter. Scott identified the market for glutathione supplementation and built a business around it. He brought in co-CEOs with legal and nutritional expertise.
Max International operates in the nutritional supplement sector, drawing on Scott's marketing and Keller's research claims. The company's continued operation relies on customer belief in the glutathione science and its distributors' ability to sell product volumes sufficient to maintain the business model.