Max Gorin

CEO of MGME Consulting and Co-Founder of LifeLine Ambulance

Max Gorin, an EMS industry executive, is the founder and CEO of MGME Consulting, a company that works to help emergency service providers succeed. Gorin is also the co-founder of LifeLine Ambulance serving Los Angeles and Orange County.

Max Gorin has a background in financial planning, which he left after the tragic events of 9/11 and was inspired to co-found LifeLine Ambulance in 2002. Since then, LifeLine has become a vital part of the Los Angeles and Orange County communities. Shortly after starting LifeLine, Max began training as an EMT to understand every aspect of the Emergency Medical Service (EMS) industry.

LifeLine Ambulance is the premier ambulance provider in the greater Los Angeles area and Orange County. The company prides itself on its highly trained personnel who are experts at using state-of-the-art medical equipment and providing outstanding customer service to patients on behalf of their clients.

In addition to LifeLine Ambulance, Maxim Gorin offers nearly two decades of EMS expertise as the founder and CEO of MGME Consulting, which focuses on improving the operating efficiency of other emergency medical service providers.  Max drives implementation systems, strategic marketing, and business planning to help these companies grow.

Because of Maxim’s strong belief in giving back to the local community, LifeLine Ambulance donates its time to help local business leaders learn CPR and sends employees to local schools for career presentations. He is also a key member of the San Gabriel Valley Economic Partnership, driving economic development, and vitality for the region.

Before entering the business world, Maxim studied at Pikes Peak Community College and Los Angeles Valley College. He was also a member of a tank crew in the U.S. Army, a formative experience that drives his desire to help others.

How did you get involved in the medical transportation industry?

After 9/11, I decided I wanted to give back to the community by providing a valuable service that would make an impact. The best way for me to do that, at that time, was by starting an ambulance company and providing a level of service that other companies weren’t…  I saw a niche, its pain points, and I what I had to do.

Did you ever doubt your business idea?

Yes, it is hard not to doubt your business idea when you are first starting. I quickly realized that the start-up cost, regulations, and compliance were pretty overwhelming.  It’s also hard to break into the market because more established companies already have contracts in place. It’s an uphill battle to get your company recognized as a trustworthy service provider. Still, I am proud to say that LifeLine Ambulance has become one of the most trusted medical transportation providers in the area today.

Did you have a mentor?

Yes! I am fortunate to call Jim Rohn and Tony Robbins my mentors.  Over the years, in person or on the phone, they have given me excellent insight into finding not only my path to success but have encouraged me to lead others toward their personal and professional goals.

One of the most valuable lessons I have learned from them is to maintain focus on desired results. Only then will the actions needed to reach your goal become apparent. More importantly, this form of purpose brings happiness on the path to achievement.

Do you have any regrets about your career choices?

None at all. I love what I do and the impact I make daily. Every day is different, and every day I am faced with challenges that help me grow.

Which business leaders do you admire most?

Interestingly, Lee Iacocca comes to mind.  Many people may not remember him, but he was the visionary automaker who ran the Ford Motor Company and the Chrysler Corporation.  He was a bold and innovative leader who took big swings in all of his business ventures. I took a giant swing when I broke into EMS in 2002, partially influenced by Mr. Iococca.

What does the future hold for your company?

We are growing and will continue to do so. Currently, we are opening an ALS (advanced life support) program, and we are still exploring all of our options.

What is an essential aspect of your brand?

Being trusted is the number one consideration for LifeLine Ambulance. We need to stabilize our patients on their way to the hospital and get them there safely but as quickly as possible. Our patients’ loved ones expect nothing less from us.

What motivates you?

Bringing the most value to our community is a significant motivator. As you know, medical transportation is a necessity in highly-populated metropolises, so we focus on providing the absolute best customer service and patient experience possible, which has served us well.  I strongly believe in improving as an organization to provide the best patient-focused outcomes.

How do you unwind?

I unwind by running, biking, and Crossfit. I also like to enjoy new restaurants with my wife, trying cuisine from around the world. I‘m a huge foodie! Most of all, I love spending time at home with my wife and two sons.

Do you have any advice for our readers?

My advice to anyone starting their own business is to think carefully about customer service. There is a great deal of competition in every industry, and outstanding customer service will set you apart. It all begins and ends with people and how you make them feel, especially in EMS.

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Adrian Rubin

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