Written by: Nick Kirby
Posted: 18/10/2011Zef Eisenberg is not yet 40 but he's enjoyed 20 successful years in business, and
is now looking for new challenges. He tells Nick Kirby where he goes from here.
It's very difficult indeed not
to be seriously impressed by
Zef Eisenberg. In 1991, aged
just 18, he started writing books
and newsletters on the subjects
of physical training and sports nutrition.
A mere four years later he founded
Maximuscle, which subsequently went
on to become the largest sports nutrition
brand in Europe.
Having sold an initial stake in the
company in 2004, and a further stake
in 2007, he sold his remaining stake
when GlaxoSmithKline bought the entire
shareholding in March 2011. Upon the
sale, Zef stepped down from the business
to explore new opportunities.
There is no doubt that Zef is probably
best known for Maximuscle and his
involvement in the sports and leisure
industry. What is perhaps less well known
is his active private equity investing and
the substantial property portfolio he has
accrued with his property management,
development and investment company
Maxicorp, which is one of the largest
commercial and residential property
holders in Jersey and Guernsey.
So is that where he is going to focus
his energies now that he is no longer
involved with Maximuscle? Zef spoke to
businesslife.co about exactly how he got
to where he is now and where he intends
to go next.
Earlier this year you stepped down
from the board of Maxinutrition –
how difficult was it letting ‘your
baby' go after two decades?
It may sound odd, but if I'm totally
honest I wasn't bothered stepping
down from the board. In fact, I was fairly
keen to move onto fresh challenges, new
ideas and let the new owners enjoy their
purchase. I'd been gradually letting go
of it piece by piece anyway – so by 2011,
I had moved to a consultant role, allowing
my exit to be swift and smooth.
So what are the fresh challenges
and new ideas you are exploring?
Obviously I have quite a lot of expertise
in the sports, leisure and wellness field.
Having spent 20 years in that industry, we
(me and my investment team) are looking
at various opportunities at the moment.
We have two deals we're close to doing
something with, and we've also got some
opportunities in the UK on the gym side.
Whether we complete them or not is a
matter of due diligence, but it would be
nice to have one of them in the bag by
the end of the year.
Do you have strict criteria about
what you invest in?
I'm reluctant to get involved with startups.
While they can be fun, and it's great
to help people grow their business, they're
a very high-risk investment as so many fail.
One can put the same amount of energy
into more mature businesses. Those I like
most have three years of trading, audited
accounts and a management team that
can run the business and do the job.
Are you open to opportunities
outside the leisure industry?
I'm very much open to what comes along.
Sometimes you come across a business
which has been going for six or seven
years, has always been profitable, has
a track record of growth and a great
management team, but the owner
wants an exit – be it for personal or health
reasons. That's the ideal business because
you have a motivated seller, a business
that runs itself, a great team that is happy
to be there and effectively it's just an
exchange of share ownership.
We have looked at many businesses,
and I know the sports and leisure
industry inside out. But if we get offered
businesses that are well run and have the
team and expertise there, we'll look at it.
Have you had highs and lows, or have
you generally been successful?
I've always been successful in any
endeavours I've done myself. The areas
I've always had disappointment is in
when I've trusted private equity to
look after my money for me. I'm used to being hands-on, being on the board, at
least having a voice that people listen to.
When you do private equity you're handing all
that over to outsiders, who often don't share
your passion, and the only communication
you get is a letter saying: ‘Sorry, you've lost
your money'. As a result, I'm very cautious
and cynical of the private equity world.
Do you think it's harder to start a
company from scratch now than it was in
1991 when you started?
Absolutely not! It's easier to start a business
now than it has ever been. You can create a
company, a website, order stationary and be
trading using Amazon and eBay in a day. To
start a business and focus on a niche area and
provide a great service to a particular
consumer is quite easy to do. This is probably
the most exciting time to start a business.
However, setting up a sustainable and
successful business is a totally different kettle
of fish. With this, you are going into the
fundamentals of business, which are obviously
cashflow, credit terms and all the other stuff
involved in that process. Either you know or
learn how to run a successful business, or you
don't – it's as simple as that.
You have a substantial property portfolio
with your company Maxicorp, which you
founded in 1996. Tell us about that.
A lot of people aren't aware of my property
background – it was never as ‘PR worthy' as
Maximuscle. The business of Maximuscle was
successful from an early stage, so every time
we moved premises we never sold anything,
we just rented them out, so the business
became a landlord by accident. After a time
we ended up having numerous properties
before my move to Guernsey in August 2005.
Having been in the residential and commercial
market in the UK for some time, I saw that
things were getting exceedingly bubbly, so I
decided in 2007 to liquidate everything in the
UK before the market turned.
For a few years, we had been looking to
move part of the Maximuscle business to
Guernsey. Unfortunately we couldn't find
office or warehouse space. By the time we
were able to secure the places, Maximuscle
was too entrenched in the UK. I had already
bought quite a lot of open-market property
and investment properties in Guernsey for
that move, so it ended up being a good
investment as opposed to helping move the
business. When I came here in 2005, I liked
what I saw, the fundamentals made sense.
And compared to North London the market
was good value, so I invested quite a lot in the
Guernsey market and invested more after
2007 when we exited the UK, and the market
turned, allowing us to pick up prime assets at
sensible prices.
While you have prime property in
London, your main focus appears to be in
offshore jurisdictions – why is that?
We focus on the key offshore jurisdictions
– the Channel Islands in particular, because
they are on our doorstep and we have an
excellent team based in the islands that looks
after those properties and manages them.
We've started to venture back into prime
London and prime UK again, actually because
of the lack of opportunities in the Channel
Islands – there's not much coming up for sale
that is of sufficient quality. We are also
focusing on the high-end residential
development. One of the things we hear from
people coming over here is that they can't
find the UK-type product and quality they
want. So we are investing in the top end of
the residential market and taking it to the next
level. So when you do get high-net-worths
coming over here, they can see something
that they are used to.
You moved to Guernsey in 2005. What
made you choose the island?
I've been coming here since I was a young
boy. We came on holiday here as a family and
it was always a place I promised I'd end up
living. I've always found it beautiful –
stunning. I remember being seven years old
and saying to my father that one day I would
live here, and I was able to achieve that in
2005. There are so many things I love about
being here: great boating – I'm a keen boater – a safer environment, the fact that Guernsey
is fairly small, so I can do most of my business
on the bike. I cycle everywhere and I can
effectively meet lawyers, advocates and grab
a sandwich – all on the bike. I find this
massively advantageous, both for business
and keeping fit!
I like the fact that from St Peter Port to the
west coast you have a total contrast in scenery
and I think that most people would consider
St Peter Port to have a more traditional
attractive fishing-village-type look, which
never fails to impress guests when I bring
them here. Being in an attractive environment
is good for the soul.
You have contributed £20,000 towards
the Guernsey skatepark – why that
project in particular?
People aren't aware I used to be a serious
sponsored skateboarder when I was younger,
and it was actually doing this that got me into
the gym – when you are doing the really
extreme tricks you need to strengthen up and
put a bit of muscle on. Not everyone wants to
do rugby, cricket and football, there are
plenty of people out there who like to do
individual extreme sports, whether that's
surfing or skateboarding. For that particular
reason I feel a skateboard park in Guernsey is
vital and we are working with a great bunch
of guys to achieve that goal.
We've got all the planning permission and
consent, and we've got the location – the key
thing is just nailing down everything and
agreeing when to put the first digger in. But
it's going to be one of the largest concrete
skating parks built in the UK for some time.
What does the future hold for
Zef Eisenberg?
Lots of excitement and lots of challenges. I'm
one of those people who doesn't like to be
sitting still. So I can imagine we will have some
more property investments under our belt by
the end of the year, some private equity, and
I'll also be focusing on my new project – land
speed racing – a subject of future discussion
no doubt!
Fact file
Name: Zef Eisenberg
Age: 38
Lives: St Peter Port, Guernsey
Position: CEO of Maxicorp
Hobbies: “I'm a passionate motorbiker and
petrolhead, a serious watch collector, and get depressed if I don't cycle or visit the gym
every day.”
Interesting facts: Zef is a fully qualified
senior gym instructor, specialising in nutrition. He
conducted two years of endocrinological research
at the British Medical Research Centre and
Pharmaceutical Association.