Changing the Fitness Industry: Discover Strength Launches National Franchise Opportunity

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MINNEAPOLIS – As the consumer demand for quality boutique fitness continues to rise, Discover Strength, a strength training concept built on the principle that busy people don’t have time to waste on exercise that doesn’t work, has announced its plans for national expansion through franchising. With eight locations currently open and operating throughout Minnesota, Discover Strength aims to award 20+ new locations by the end of 2023. 

Founded in 2006, Discover Strength set out to bridge the gap between what the exercise scientific literature says and what the consumer was doing in the gym. What they found, was that there was a big disconnect. Every step of the Discover Strength experience is backed by a preponderance of research. The brand’s 30-minute strength workouts are programmed twice per week and are supervised by exercise physiologists who have 4-year degrees in exercise science, hold multiple certifications and read exercise research each week to ensure they are staying up to date with the latest research on exercise.

“Discover Strength is focused on changing our focus from simply being active to engaging in resistance training exercise; the one form of exercise that collectively strengthens muscles, increases bone density, enhances cognitive function, and wards of cardiovascular disease” said Luke Carlson, CEO of Discover Strength. “Our brand combines intense, evidence-based strength training with a hospitality-obsessed culture; all delivered by expert exercise physiologists.”

Through the offering of both one-on-one and small group training, each client receives high-quality teaching and feedback from an exercise physiologist on the Discover Strength team. The brand recognizes that when strength training at a higher level of intensity with supervision from expert, educated trainers, they can help their clients look and feel their best in a fraction of the time.

Strength training has seen an overwhelming increase in popularity as new research studies are published daily showcasing increased health benefits for those who participate. According to the International Journal of Exercise Science, strength training has been linked to multiple positive health benefits including; an increase in lean body mass, an increase in metabolic rate, an increase in bone density, a decreased risk of injury, and building back lost muscle tissue that commonly occurs with aging.

As the brand begins its franchise expansion, it is actively seeking both single and multi-unit franchise partners looking to invest in the growing market of strength training. The initial franchise fee of Discover Strength is $49,000 with an estimated total investment of $322,000-$502,000.

To learn more about the Discover Strength franchise opportunity, please visit:

About Discover Strength

Founded in 2006, Discover Strength is a Minnesota-based strength training studio built on the principle that busy people don’t have time to waste on exercise that doesn’t work. Discover Strength delivers 30-minute strength training workouts, twice per week with exercise physiologists. They help their clients look and feel their best in a fraction of the time. Discover Strength currently has 11 Minnesota locations (including two franchises open and 3 awarded), with more on the way. Learn more at