Max Gorin

Founder of MGME Consulting

Max Gorin is the founder and CEO of MGME Consulting, which has worked with emergency service providers in the healthcare sector for almost two decades. Furthermore, Maxim has boots-on-the-ground experience as an Emergency Medical Service provider and Army veteran.
Maxim walked away from a highly profitable career in finance in 2001, driven by the tragic events of 9/11. He wanted to support his community and put his leadership and business acumen to work in a different arena. This career shift led Max to enter the Emergency Medical Service industry by co-founding LifeLine Ambulance, not only as a business but as a way to do his part to provide better healthcare to the Los Angeles community.
In the early years, Maxim, a newly licensed emergency medical technician with a six-person staff and two ambulances, frequently responded to calls himself, handled late-night dispatching, and implemented marketing efforts to highlight the company’s client-centered mission.
Today, LifeLine’s fleet of 70 ambulances and over 300 employees offers 24/7 high acuity patient care, basic life support, and critical care transport dedicated to providing first-class service to clients and patients.
During the beginning of the pandemic, LifeLine Ambulance continued its commitment to the Los Angeles and Orange County communities by developing hand sanitizer and sanitizing wipes for first responders and donating them and other PPE to local hospitals, EMS providers, police departments, and EMT training facilities.
While the focus is mainly on patient care, emergency service providers are not always attuned to the needs of their businesses. Maxim’s other business venture, MGME Consulting, focuses on promoting and optimizing the services of emergency service providers. The company helps service providers improve their recordkeeping, develop effective marketing campaigns, and obtain critical contracts.
Max Gorin has also been a vital member of the San Gabriel Valley Economic Partnership Board of Directors, driving economic development and vitality for the region.

Where did the idea for LifeLine Ambulance come from?

The idea for Lifeline Ambulance began shortly after 9/11. I saw that people needed help in Los Angeles because of the strain on health care providers, and I wanted to provide medical transportation that complemented municipalities, hospitals, and nursing homes while focusing on a very high level of service to clients and patients.

What does your typical day look like and how do you make it productive?

My typical day starts the night before with planning. I use a day planner to schedule my day out, so I know exactly what I need to do. Then, I make sure to get started early; usually, around 5 am. Then it’s time to work out – I love Crossfit. It’s a habit that began when I was in the Army, and I make sure to do something physical every day because it’s one of the best ways to get into a productive mindset before my workday begins. I also enjoy running and biking.

How do you bring ideas to life?

I bring ideas to life through collaboration with my team. A great team isn’t defined only by its leader, as I have learned. A great team must have the ability to meet any challenge that comes their way. By collaborating, we can bounce ideas off one another and see what is most likely to make sense in the real world.

What’s one trend that excites you?

The ability to stream patient vitals to the emergency room during transport has literally been life-changing for our patients and clinical outcomes.

What is one habit of yours that makes you more productive as an entrepreneur?

One of my essential habits is taking action, not just planning or talking but taking steps toward making ideas into reality so that my endeavors are constantly growing and improving.

What advice would you give your younger self?

I would tell my younger self that joining the Army was a great decision. It taught me discipline and structure that is a huge advantage in today’s competitive world.

Tell us something that’s true that almost nobody agrees with you on.

There are no stupid ideas.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Network, network, network. Networking is vital for every successful business. I find this in my consulting work as well as in my work with LifeLine Ambulance. Connecting with people across industries and interests has brought significant value to both my consulting and EMS endeavors.

What is one strategy that has helped you grow your business?

Making sure that my current clients become raving fans is the most crucial marketing activity I undertake. When clients are satisfied, they talk to other potential clients, which drives growth. Customer service doesn’t stop after becoming a client, and I want them to feel the same throughout their journey with LifeLine, whether it’s the first month or ten years from now.

What is one failure you had as an entrepreneur, and how did you overcome it?

Everyone faces failure in one form or another. It is up to that individual to know what to do from that experience.

What is one business idea that you’re willing to give away to our readers?

I have always wanted to see a consulting business that could help parents get their children into college. They would be working with students starting in and throughout high school and provide a customized plan geared toward specific criteria of the target school.

What is the best $100 you recently spent? What and why?

I spend about $79 a month on my Peloton training which is invaluable to my exercise regimen in the winter months.

What is one piece of software or a web service that helps you be productive?

I use Grammarly to make sure that I always communicate effectively in email or other written material.

What is the one book that you recommend our community should read and why?

I recommend The Road Less Stupid by Keith Cunningham. It’s a practical step-by-step actionable guide, which supercharged my process of thinking, reflection, and insightfulness while leveling up my leadership skills.

What is your favorite quote?

I recommend The Road Less Stupid by Keith Cunningham. It’s a practical step-by-step actionable guide, which supercharged my process of thinking, reflection, and insightfulness while leveling up my leadership skills.

Key Learnings:

● Find the Unasked Question — create a question that will result in clarity and generate better choices.
● Create the Machine — Create an executable plan and identify the resources (people and money) required to solve real problems and make progress, from The Road Less Stupid by Keith Cunningham.