Max International
Max International (operating as LiveMax) is a Utah-based, privately held dietary supplement company that sells a portfolio of cellular health products built on its patented RiboCeine™ (D-Ribose-L-Cysteine) technology, which promotes the body's natural production of glutathione. It serves health-conscious consumers and athletes through a direct-to-consumer e-commerce and subscription model via livemax.com.
- Company typePrivate
- Founded2006
- HeadquartersSalt Lake City, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Max International does
Max International, operating as LiveMax, LLC (founded 2006, Salt Lake City, Utah; 51-100 employees), is a privately held cellular health company that develops and sells dietary supplements built around its proprietary RiboCeine™ technology. RiboCeine is a patented compound combining D-Ribose and L-Cysteine (covered by U.S. Patent #8,501,700) designed to deliver bioavailable cysteine directly into cells, thereby enhancing the body's natural production of glutathione — described in the company's materials as the body's master antioxidant — and supporting cellular ATP energy. The underlying research is anchored by Dr. Herbert T. Nagasawa's 40+ year program at the University of Minnesota, supported by 55+ peer-reviewed studies (including NIH-funded work) and a double-blind placebo-controlled trial demonstrating 26.6% serum glutathione elevation in adults aged 35-60 after 28 days. Products are manufactured in cGMP-certified facilities, carry BSCG banned-substance certification for 272 WADA-listed drugs plus 211 illicit ingredients, and are Halal and gluten-free certified.
The product portfolio spans seven core SKUs: Cellgevity (flagship multi-nutrient formula, $89 one-time / $79 subscription monthly), MaxOne (single-ingredient RiboCeine, $75 / $66), MaxATP (cellular energy drink mix), MaxGXL (NAC-based glutathione support), MaxN~Fuze (post-workout antioxidant), Max357 (triple omega blend), and Switch (weight management). A Max Performance Trio bundle combining Cellgevity, MaxATP, and MaxN~Fuze is sold at $189/month on subscription. The company operates an exclusive direct-to-consumer e-commerce channel through livemax.com serving the USA, UK, and Canada with claimed global reach, supported by a subscription program offering 10% recurring discounts and a 30-day money-back guarantee. Marketing relies on scientific content, social media, email, and athlete endorsements including Olympic medalists Alistair and Jonny Brownlee through a March 2024 partnership with Brownlee Fitness.
Beyond the core supplement franchise, Max International AG (a Zurich-based affiliated entity) entered a flagship partnership with Datavault AI Inc. (NASDAQ: DVLT) in October 2025 to co-launch a Swiss Digital RWA Exchange targeting tokenization of real-world assets including unmined gold and copper, leveraging Switzerland's regulated financial ecosystem and Zurich's role in global gold trading. This initiative diversifies the Max International brand into financial services infrastructure, though it is operationally distinct from the U.S. supplement business. The company raised a $2 million funding round led by Aion in August 2025, marking its first disclosed institutional capital event.
Max International firmographics
Firmographics- Name
- Max International
- Legal name
- LiveMax, LLC
- Website
- https://livemax.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Max International (operating as LiveMax) is a Utah-based, privately held dietary supplement company that sells a portfolio of cellular health products built on its patented RiboCeine™ (D-Ribose-L-Cysteine) technology, which promotes the body's natural production of glutathione. It serves health-conscious consumers and athletes through a direct-to-consumer e-commerce and subscription model via livemax.com.
- Ownership category
- akta.pro rank
Max International industry classification
Industry- Product category
- Dietary Supplements (Cellular Health / Glutathione)
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Healthy Aging & Cognitive Support Supplements (CRADAGAM)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
Keywords
Where Max International is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Max International business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel
Revenue model
- Direct Product Sales: Direct-to-consumer sales of glutathione enhancement supplements including Cellgevity, MaxOne, MaxATP, MaxGXL, and MaxN~Fuze through e-commerce website. Products sold both as one-time purchases and subscription plans with recurring billing.
- Subscription Program: Monthly subscription program offering 10% discount on products with automatic recurring billing and shipping. Customers can manage subscriptions through online account portal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Cellgevity - Comprehensive RiboCeine multi-nutrient formula |
| Subscription | Monthly | MaxOne - Pure RiboCeine formula for sensitive individuals |
| Subscription | Monthly | MaxATP - Clean cellular energy drink mix |
| Subscription | Monthly | MaxGXL - Proprietary NAC glutathione enhancement |
| Subscription | Monthly | MaxN~Fuze - Nutrient-antioxidant fusion drink mix |
| Subscription | Monthly | Max Performance Trio Bundle |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Max International product offering
Product offeringCore offering
Max International designs, manufactures, and sells a suite of dietary supplements under the LiveMax brand, built around its patented RiboCeine compound that promotes the body's natural production of Glutathione for cellular health. Products include Cellgevity, MaxOne, MaxATP, MaxGXL, MaxN~Fuze, Max357, and Switch, sold direct-to-consumer via livemax.com with one-time purchase and monthly subscription options. The portfolio targets energy, recovery, immune support, anti-aging, and athletic performance outcomes.
Product overview
Max International is a cellular health company offering a suite of dietary supplements built around its proprietary RiboCeine technology, a patented compound combining D-Ribose and L-Cysteine that promotes natural glutathione production. The product portfolio includes Cellgevity (flagship comprehensive multi-nutrient formula), MaxOne (single-ingredient RiboCeine), MaxATP (clean energy drink mix), MaxGXL (NAC-based glutathione support), MaxN~Fuze (post-workout antioxidant replenishment), Max357 (triple omega supplement), and Switch (weight management). All products share the common goal of enhancing cellular health through glutathione elevation, with varying formulations targeting different wellness outcomes including energy, recovery, immune support, and anti-aging.
Differentiator
Problem solved
Functional benefit
Brands
- LiveMax: Primary consumer-facing brand for cellular health supplements featuring RiboCeine technology
Products and services
- Cellgevity Comprehensive RiboCeine multi-nutrient formula designed to combat oxidative stress, boost the immune system, and promote overall cellular health by supporting natural Glutathione production; sold as 120-capsule 30-day supply.
- MaxOne
Quantifiable outcome
- 26.6% increase in serum Glutathione levels in adults 35-60 after 28 days; 64.7% increase in adults 51-60
- +4 more outcomes
Companies that use Max International
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Max International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Max International partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Datavault AI Inc. (NASDAQ: DVLT)flagshipStrategic partnership to launch Swiss Digital RWA Exchange in Zurich, Switzerland. The exchange leverages Max International AG's Swiss regulatory expertise and Datavault AI's AI-driven blockchain patents to tokenize real-world assets including commodities like unmined gold and copper. Positions both companies within Switzerland's regulated financial ecosystem, capitalizing on Zurich's handling of over 70% of global gold refining and trading.
- Brownlee FitnesscorePartnership with Olympic medalists Alistair and Jonny Brownlee's Brownlee Fitness brand for performance nutrition marketing. The collaboration combines athletic insights with Max's nutritional science, offering athletes comprehensive solutions for training and recovery. Includes access to Brownlee Brothers training plans.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Max International competitors and assessment
Company assessmentBroad incumbents
- NOW Foods: Large-scale, broad-line supplement manufacturer and DTC/wholesale distributor covering antioxidants, NAC, glutathione, and cellular health. Comparable product categories at significantly lower price points, providing the mass-market competitive context for Max's premium tier.
Direct peers
- AG1 (Athletic Greens): Premium daily-health drink mix sold via DTC subscription with athlete endorsements and a single hero SKU plus bundle structure. Comparable to MaxATP/MaxN~Fuze in functional-food format, subscription model, premium pricing, and influencer-driven acquisition.
- Onnit: DTC supplement and fitness brand combining premium supplements, athlete ambassadors (e.g., Joe Rogan, Tim Ferriss), and subscription bundles. Closely comparable in athlete-driven marketing model and premium functional-supplement positioning.
- Momentous: Premium supplement brand developed with clinical practitioners and used by professional/elite athletes. Strong overlap with Max in athletic-endorsement strategy, evidence-based positioning, and premium DTC pricing for performance and recovery.
- Pure Encapsulations: Practitioner-grade hypoallergenic supplement brand with a heavy clinical and healthcare-professional channel. Comparable to Max in addressing cellular health, antioxidant support, and immune function with premium priced SKUs.
- Thorne: Premium supplement company emphasizing clinical validation, practitioner endorsements, and NSF/BSCG-style third-party testing. Comparable to Max in its scientific evidence emphasis, DTC e-commerce, subscription model, and premium price positioning across cellular health and performance categories.
- Life Extension: Premium direct-to-consumer supplement brand with a heavy focus on healthy aging, antioxidants, and clinical-grade formulations. Closely comparable to Max International in target customer (anti-aging, longevity-focused consumers), DTC subscription model, and premium pricing tier.
- Designs for Health: Practitioner-channel supplement company with clinical formulations and an evidence-led brand. Comparable to Max in targeting cellular health, antioxidant support, and immune function via scientifically validated formulations.
- Jarrow Formulas: Science-based supplement brand offering a wide range of NAC, glutathione, antioxidant, and cellular health products. Closely comparable product overlap (especially MaxGXL which is NAC-based) and similar premium DTC positioning.
Emerging players
- Ritual: DTC subscription supplement brand for daily essentials with clinical-grade positioning and direct-to-consumer e-commerce. Comparable subscription mechanics and premium brand positioning, though more focused on women's health and essential vitamins than cellular/antioxidant formulas.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Max International social profiles
Digital presenceMax International compliance and trust
Trust signalCompliance4 records
Max International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max International leadership team
Management profileNumber of profiles
Profiles1 record
Max International funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max International M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Max International
What does Max International do?
Max International designs, manufactures, and sells a suite of dietary supplements under the LiveMax brand, built around its patented RiboCeine compound that promotes the body's natural production of Glutathione for cellular health. Products include Cellgevity, MaxOne, MaxATP, MaxGXL, MaxN~Fuze, Max357, and Switch, sold direct-to-consumer via livemax.com with one-time purchase and monthly subscription options. The portfolio targets energy, recovery, immune support, anti-aging, and athletic performance outcomes.
Is Max International a public or private company?
Max International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Max International founded?
Max International was founded in 2006. It employs 51 to 100 people.
Where is Max International based?
Max International is headquartered in Salt Lake City, United States, in the North America region.
How does Max International make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Program.
Who are Max International's main competitors?
NOW Foods is listed as a broad incumbent. Direct peers are AG1 (Athletic Greens), Onnit, Momentous, Pure Encapsulations, Thorne, Life Extension, Designs for Health and Jarrow Formulas. Ritual is listed as an emerging player.
Does Max International have an API?
No public API is recorded for Max International.
What industry is Max International in?
Max International's product category is Dietary Supplements (Cellular Health / Glutathione). Its primary akta.pro industry code is CRADAGAM, Healthy Aging & Cognitive Support Supplements, with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2090.