Alumni Entrepreneurs

Meet JCU Student Matija Maksimovic, Co-Founder of Cellulite Crusher

April 27, 2015

By Paola Pagani


Matija is a Junior at John Cabot University graduating in Business Administration. In Fall 2014, he took a semester off to help his family develop their start up. CELLULITE CRUSHER is the new generation of sports leggings with 1200 - 1600 eco-friendly wooden beads that massage your thighs as you move, improving circulation and therefore eliminating cellulite.

Could you tell me a little bit about the business? Where did the idea come from?
It all started from my mother, she used to be a designer and a tailor. She wanted to create innovative clothing that would help women burn fat. Once she made the first prototype, we worked with a clinic to run some tests and when the product was approved by the health department we patented it. After that, we decided to start our distribution in Serbia, specifically to sporting goods stores. However, we soon saw the potential of the product and created a website so that we could also offer our product online.  

What was your role in the business?
The team only consisted of my mother, my sister and I, therefore I had more than one responsibility. Mainly, I was in charge of the procurement of the material and the transportation logistics – creating a business can be very physical! But I also contributed to the creation of the logo, tags, and even the building of the website. 

When did the business transform from start up to company?
It occurred as we were marketing the product on our social media and emailing different newspapers around the world.  Last October the UK Daily Mail showed interest for our business. They wrote an article on CELLULITE CRUSHER and word started spreading so much that we even got coverage from the BBC news channel. From that point on our business boomed and now, after only one year, we are present in more than 30 countries around the world.

What do you believe were the main challenges?
From a business perspective, it was finding the right partners, both in terms of materials and of transportation. We believe that well-known companies are the most efficient in terms of service. The truth is that you need to be part of a business to understand which companies are good at marketing themselves and which really offer the best quality service in the market.

What are your future plans?
I would like to travel, learn about different cultures and see different problems around the world. As a short-term goal, I would like to develop an app: I am creating a platform for Smartphones where students could post ads, both to buy and sell books. I have already gathered a team including a programmer and designer for the website, so I will soon be able to build my very own start up.

What advice could you give to young aspiring entrepreneurs?
I believe the secret is brainstorming. When the idea hits you, you have to be able to look at it from the customer’s point of view and adjust it to fit their needs. A lot of research is required, including existing competitors and getting feedback from your potential target market.

How has JCU helped you?
I believe professors at JCU have changed the way I think, communicate and negotiate. During the development of CELLULITE CRUSHER I had to personally meet with suppliers and negotiate contract arrangements. I feel many classes I have taken at JCU have helped learn how to interact in a business environment and what to expect from a negotiating situation.

Learn more about the John Cabot Institute for Entrepreneurship.
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