Maxim Sports

What Maxim Sports does

Maxim Sports LTD is a UK-based direct-to-consumer e-commerce brand operating as a subsidiary of Phoenix Medical Ltd, focused on natural sports recovery, mobility, and pain management products. The company sells primarily through a Shopify-powered website and the Amazon marketplace, shipping from its Chelmsford, Essex headquarters to at least 14 European countries plus a broader global shipping footprint, with free UK delivery over £30 and a VAT registration (GB185629567) confirming UK/EU operations.

The product portfolio is anchored by four core lines. Herbal Relief Patches use traditional Eastern herbal formulations including peppermint, angelica root, and rehmannia root, with a claimed 25% higher herb concentration on the Instant Relief Patch SKU and 8–12 hours of continuous wear. Kinesiology Tapes are 97% cotton / 3% elastin rolls with a German-made hypoallergenic adhesive, 1.5X stretch versus leading brands, and up to 7 days of skin-safe wear, available in multiple colors including light-reflective variants. Sports & Massage Oils are led by Hysan Muscle Comfort Oil (Huo Luo Oil), a 100% licensed natural massage oil blending American ginseng, cinnamon, lavender, Chinese white pine, Chinese liquorice, and peppermint. TDP Heat Lamps use infrared and far-infrared mineral-plate technology inspired by traditional Chinese moxibustion, with a single-head UK plug model at £335 and a dual-head unit at £459. Adjacent lines include the TDP Moxa Warming Stimulator patches, Biofrost cold-heat and cold-therapy gels, kinesiology tape scissors, sample strips, and (more recently) ChoiceMMed and Kinetik health-monitoring devices.

The business model is one-time purchase at unit pricing, with no subscription or recurring revenue layer. Tickets range from £1 (tape sample strips) to £459 (dual-head TDP lamp), with most SKUs below £25. Customer acquisition relies on blog content, an email newsletter offering 10% off first orders, and organic social channels (Facebook, Instagram, YouTube under the phoenixnutriscience handle). Primary target segments are athletes and active individuals, with secondary segments in chronic-pain sufferers, office workers, and physical therapists. There is no disclosed headcount, funding, or revenue, and no AI, API, or platform capabilities.

Name

Maxim Sports

Legal name

Maxim Sports LTD

Website

https://maximsports.com

Company type

Private

Operating status

Operating

Short description

Maxim Sports is a UK-based direct-to-consumer e-commerce brand under Phoenix Medical Ltd, selling natural herbal sports recovery products including pain relief patches, kinesiology tape, massage oils, and TDP heat lamps to athletes and consumers across Europe.

Ownership category

akta.pro rank

Product category

Sports Recovery and Pain Management Products

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping) (CRAMADAF)

Keywords

• Sports recovery products
• Kinesiology tape
• Herbal pain relief
• Massage oils
• Infrared heat therapy

Headquarters

HQ city

Chelmsford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Product Sales: One-time purchase model through company-owned Shopify storefront. Products include pain relief patches, kinesiology tape, massage oils, TDP heat lamps, and cold therapy gels. No subscription or recurring revenue model is mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Maxim Sports sells a range of natural, physical wellness products for sports recovery, muscle and joint pain management, and mobility support. Its core lineup includes herbal pain relief patches, kinesiology tapes, sports and massage oils (Hysan Muscle Comfort Oil), TDP infrared heat lamps, and Biofrost cold therapy gels, sold directly to individual consumers via its own e-commerce storefront and Amazon.

Product overview

Maxim Sports is a natural muscle care and sports performance company offering a portfolio of physical wellness products centered on recovery, mobility, and pain management. The core product line includes Herbal Relief Patches (Instant Relief Patch and Ultra Strength Relief Patch), Kinesiology Tapes in multiple colors and designs, Sports & Massage Oils (primarily Hysan Muscle Comfort Oil), and TDP Heat Lamps for infrared therapy. Additional offerings include the TDP Moxa Warming Stimulator as an add-on heat therapy patch, Kinesiology Tape Scissors as an accessory, and Phoenix Kinesiology Tape Sample Strips for trial purposes. The company also distributes health monitoring devices (pulse oximeter and digital thermometer) and Biofrost topical gels (Active for dual-action cold-heat therapy and Relief for chronic pain cold therapy). All Maxim Sports products emphasize 100% natural ingredients, traditional Eastern herbal formulations using the DaoDi concept, and clinically-tested approaches to muscle and joint care.

Differentiator

Problem solved

Functional benefit

Products and services

• Herbal Relief Patches Topically-applied adhesive patches infused with natural herbal ingredients (peppermint, angelica root, rehmannia root) for targeted pain relief, including the Instant Relief Patch for fast-acting relief and Ultra Strength Relief Patch for persistent aches. Intended for athletes and individuals with muscle/joint discomfort.
• Kinesiology Tapes Elastic cotton-based adhesive kinesiology tape (97% cotton, 3% elastin) for muscle and joint support. Available in Pink, Black, Blue, Beige, Light Reflective Pink/Black, and Tattoo designs. Made with German hypoallergenic adhesive, stretches 1.5x more than leading brands, water-resistant, and wearable for up to 7 days.
• Hysan Muscle Comfort Massage Oil Hysan Muscle Comfort Oil (Huo Luo Oil), a 100% licensed natural essential massage oil containing American ginseng, cinnamon, lavender, Chinese white pine, Chinese liquorice, and peppermint. 50ml bottle used to accompany massage treatments and promote circulation for muscle and joint pain relief.
• TDP Heat Lamps Infrared and far-infrared TDP heat therapy lamps for pain relief and muscle recovery. Available in single-head (UK plug) and dual-head configurations, using traditional TDP mineral plate technology to create therapeutic deep heat.
• TDP Moxa Warming Stimulator Self-heating patch inspired by traditional Chinese moxibustion therapy. Features a special mineral layer that activates on air exposure to provide deep, penetrating warmth for increased circulation and muscle recovery. Sold in packs of 5 patches.
• Biofrost Active Gel Dual-action cold-heat gel (100ml) for muscle tension release and body relaxation. Contains 10 natural extracts and provides anti-inflammatory properties for post-sport recovery.
• Biofrost Relief Gel Quick-cooling, long-lasting cold therapy gel (100ml) targeting chronic pain, arthritis, back pain, muscle soreness, and joint stiffness. Anti-inflammatory formulation with natural ingredients.
• ChoiceMMed Fingertip Pulse Oximeter Portable fingertip pulse oximeter with adjustable display and user-friendly design for accurate blood oxygen and pulse readings.
• Kinetik Wellbeing Digital Thermometer Accurate and reliable digital thermometer with fast readings, memory function, and safe hygienic design.

Quantifiable outcome

• Kinesiology tape can be worn for up to 7 days without skin irritation
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Biofreeze (Performance Health): Topical cold-therapy pain relief gel brand sold through chiropractic, physical therapy, and sporting goods channels. Directly comparable to Maxim's Biofrost Active and Relief gels in ingredient positioning and target use case.
• Tiger Balm: Heritage herbal pain relief brand (camphor/menthol/essential oil formulations) sold globally. Compares to Maxim's herbal patches and Hysan oil as a direct herbal-pain-relief substitute at similar price points.
• KT Health (KT Tape): Market-leading kinesiology tape brand with similar stretch, adhesive, and wear-time claims. Competes head-to-head with Maxim's kinesiology tape line on specs and price across sporting goods retail and Amazon.
• Salonpas (Hisamitsu Pharmaceutical): Largest-selling OTC topical pain relief patch brand globally. Directly competes with Maxim's Herbal Relief Patches in format (topical adhesive patch), channel (Amazon, retail), and use case (musculoskeletal pain).
• RockTape: Premium kinesiology tape brand focused on sports medicine and functional movement professionals. Directly comparable in target customer (athletes, PTs), product format (pre-cut strips and rolls), and category positioning.

Broad incumbents

• Mueller Sports Medicine: Long-established sporting goods and sports medicine brand covering tape, braces, supports, and recovery accessories. Overlaps with Maxim's kinesiology tape and recovery accessories at the broader retail sporting goods level.
• Icy Hot (Chattem / Sanofi): Mass-market topical pain relief brand owned by Sanofi Consumer Health. Comparable on cold/heat therapy positioning (patches, gels, sprays) but operates at significantly broader retail distribution and brand scale.
• Therabody: Premium recovery and percussive therapy brand. Competes indirectly with Maxim's recovery ecosystem at the higher-end athlete/professional segment and across overlapping product categories (heat, cold, topicals).

Emerging players

• PerformTex: Specialist kinesiology tape and sports recovery brand with similar cotton-based pre-cut and roll products. Comparable mid-market positioning with overlapping target customers (recreational athletes, PTs).

Regional players

• Hysan Pharmaceutical (parent brand): Original Hong Kong-based manufacturer of Hysan/Huo Luo Oil, which Maxim rebrands and distributes in the UK/EU. Comparable as the originator of Maxim's flagship massage oil formula and a regional TCM remedy brand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@phoenixnutri-science1838/videos
• Facebookfacebook.com/profile.php?id=61552222596593
• Instagraminstagram.com/phoenixnutriscience

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maxim Sports