Leading Strength Training Franchise is Focused on Growth to 250 Locations

MINNEAPOLIS, MN – Discover Strength, a leading franchise offering personalized strength training, closes the first half of 2025 with continued momentum and a sharp focus on strategic, responsible growth. The brand announced an overall plan to grow ethically, aiming for a maximum of 250 studios while continuing to bridge scientific research to how people actually work out. With the fitness industry booming and franchise growth anticipated to grow by 2.4% in 2025, faster than the broader U.S. economy, the brand is setting up for a successful second half of the year.

“At the start of this year, we announced system-wide that we are doubling down on the things we do best: high quality, evidence-based strength training,” said Luke Carlson, CEO and Founder of Discover Strength. “We have been operating for over 19 years and are here for the long game. We want to grow consistently and not just for growth’s sake or to hit arbitrary numbers. Instead, we are focused on delivering a differentiated and elevated workout that actually helps our clients.”

Brand Growth and Expansion

Discover Strength started the year off strong with two new studios opening in January. Building on its presence in Texas, the brand expanded to Lantana and even broke into new markets with its first Georgia location in Sandy Springs.

In addition to the two new openings, Discover Strength has 25 locations in development. This includes Texas (San Antonio), Arizona (Phoenix and Scottsdale), Colorado (Parker and Lone Tree), a second location in Georgia (Alpharetta), Iowa (West Des Moines), the first location in Kansas (Leawood), Minnesota (St. Paul), Tennessee (Nashville), and its first Washington D.C. location.

New Hires and Achievements

Under the leadership of Luke Carlson, who was elected as chairman of the Board of Directors of the Health and Fitness Association (HFA), the brand is setting a high bar for excellence. Carlson is dedicated to ensuring that only the most qualified trainers join the team, holding them to the highest industry standards. This commitment to quality has driven strong franchisee enthusiasm, with many existing owners planning to open additional locations—further cementing the brand’s success.

“It’s an honor to step into the chair role at such a pivotal time for our industry,” said Carlson. “I’m looking forward to helping drive this next chapter of the association as we build on the momentum gained in recent years. The members of this board bring a wealth of experience across all segments of the industry, and I am eager to collaborate with them to ensure all of our members—large and small, national and international—have a seat at the table.”

Most recently joining the team is Nicole Leary, VP of marketing, who brings a deep background in brand building and digital growth to her new role. Leary has worked with global agencies to strategically partner with brands and drive new business creation, and most recently led media and e-commerce initiatives at a large national retailer. At Discover Strength, she will oversee all digital growth efforts with a focus on expanding brand awareness and helping to fulfill the mission of delivering the best customer service experience in the fitness industry. Her aim is to take Discover Strength’s strong foundation and elevate it to a national stage—fueled by data-driven marketing, scalable systems, and dynamic customer engagement.

“Our franchisees’ success is our success, and everything we do is driven by a commitment to our customers,” said Carlson. “We have carved out a strategic niche by offering personalized strength training. We don’t sell frills or trends, rather we provide the smartest way to work out.”

Discover Strength’s goal of reaching 250 locations is rooted in a long-term vision of responsible and sustainable growth. Unlike many in the industry, the company has no intention of seeking private equity investment or selling; instead, it prioritizes full control and long-term success. This philosophy extends to its positioning as the premier provider of resistance-based medicine, ensuring quality in both its services and partnerships.

Discover Strength recently concluded its 2025 Summit, uniting the entire system in a collaborative effort to enhance team cohesion and operational excellence across all locations. Attendees were immersed in the latest fitness research and continually updated strategies to better serve clients. Designed as an annual gathering, the summit plays a vital role in equipping franchisees with the tools, knowledge, and ongoing support needed to build strong, successful businesses within their communities.

To learn more about the franchise opportunity please visit discoverstrengthfranchise.com.

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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. Learn more at discoverstrengthfranchise.com.