The Founder & CEO page is built around the standards that shape the company: product clarity, professional presentation, direct customer contact, coaching support and a consistent multilingual experience.
THE ROLE
Building a performance brand from retail to coaching.
The CEO role at The MBF connects the store, product strategy, customer experience, personal training, physical retail and digital innovation into one coherent brand.
01
Customer clarity
Make products, prices, variants, support and next steps easy to understand.
02
Brand consistency
Keep the visual identity, service standard and communication consistent across online and physical touchpoints.
03
Coaching & performance
Connect supplements with training, nutrition guidance and personal coaching rather than treating them as isolated services.
04
Digital innovation
Use multilingual AI and structured ecommerce to help customers navigate the store with less friction.
MJ Paknahad is the founder and CEO of The Muscle Body Factory (The MBF), a performance-focused sports nutrition, retail and coaching business based in Almere, the Netherlands.
He is directly involved in the day-to-day development of the brand, including the physical store, online shop, product presentation, customer support, Personal Training, training plans, nutrition guidance and the MBF AI shopping experience.
A hands-on approach
The MBF was built around the idea that customers should not have to separate product questions, training questions and practical support. The brand combines retail, coaching and digital tools so customers can move between them within one ecosystem.
Building The MBF experience
MJ’s role includes shaping the customer journey, improving product discovery, developing coaching services and connecting the physical location in Almere with the online store. The aim is to create a premium but practical experience for people who train with a clear goal.
Direct customer connection
The MBF keeps direct communication available through the physical store, contact forms, WhatsApp and MBF AI. That founder-led approach is intended to keep the business close to customer questions and real-world feedback.
