Introducing Pedi Redi Plus to the market turned out to be easier than the founding couple had anticipated.
A little more than 10 years ago, nail tech Heidi Miller encountered a problem. She had recently purchased a whirlpool pedicure spa and couldn’t find a multi-purpose foot soak formulated especially for whirlpool spas. So she turned to the person who sold her the equipment, her husband Wayne, who, at the time, worked as a leasing agent for a whirlpool spa manufacturer.
The couple did some research and failed to find a pedicure solution to meet Heidi’s needs, so they hired someone to formulate a product to meet their specific requirements. The result was Pedi Redi Plus and Phoenix-based Maxim LLC — now celebrating its 10th year in business — was the company they formed to manufacture and sell it.
“Back then, techs often weren’t sure what to use and would use products that clogged the jets or harmed the feet,” recalls Wayne. “We wanted to design an all-in-one product that sanitized the feet and spa, would not foam over or harm the spa, used high-quality salts to soften the skin, and had a great fragrance and color to appeal to clients.”
Introducing Pedi Redi Plus to the market turned out to be easier than either had anticipated. “We had a stroke of luck when the spa maker I had been working with agreed to put product samples and instructions in every new spa that went out the door,” says Wayne. Business increased steadily and a few years later the Millers were both able to devote themselves full time to Maxim.
The company now has nine employees including the couple’s elder son Nick (who sees to it that all the orders get filled and shipped on time) and younger son Kyle (who oversees the mixing process at the manufacturing facility). With the company’s success and growth they have developed a full line of manicure and pedicure products. Still, neither Wayne nor Heidi have official titles. “She’s the creative partner, designing and creating new products and I handle the business side. This, along with our great staff and loyal customers, makes Maxim a fun place to work,” says Wayne.