Discover Strength is a one-on-one personal strength-training franchise built on science that delivers results for clients in two 30-minute sessions per week. Founded in 2006 and franchised in 2020, this emerging boutique brand is not fad or fashion driven, but it employs degreed exercise physiologists trained in the latest science. By Nancy E. Williams
Discover Strength is a one-on-one personal strength-training franchise built on science that delivers results for clients in two 30-minute sessions per week. Founded in 2006 and franchised in 2020, this emerging boutique brand is not fad or fashion driven, but it employs degreed exercise physiologists trained in the latest science.
“Busy people don’t have time to waste on exercise that doesn’t work,” said Scott Breimhorst, vice president of development for the Minnesota-based brand.
Clients get personalized training that delivers visible, long-term results and meets their individual needs. Additionally, franchisees benefit from the recurring weekly and monthly revenue, superior support and training, low employee turnover and a solid business in which everything is supported by science.
“After 17 years, we’ve got a fully developed leadership team that other brands are not going to have,” Breimhorst said.
The brand boasts a team devoted to following the latest research in exercise, specifically resistance-training, and not the latest trends of the month or year.
“Strength-training has never gone out of style,” Breimhorst said. “It’s been strong for 50 years.”
While franchisees don’t need a background in fitness, all employees are certified, degreed exercise physiologists. The brand provides its instructors with full-time, regular schedules and benefits, which attract enthusiastic, career-minded professionals who want to stay onboard.
Discover Strength is coming into the new year with 40 locations open or in development. Models of ownership include owner/general manager, semi-absentee with a general manager or an owner who is also a trainer. The brand seeks franchisees who fit its core values of learning, servant leadership, a drive to create their own future and having belief in the value of a science-based approach.
Customer service also is paramount to the company. According to Breimhorst, Discover Strength is something of a Lexus model in fitness, filling an unmet niche. All staff members are professionally dressed, such as men wearing ties. Clients are greeted by name and thanked upon their departure. Everything is designed for client satisfaction and significant recurring revenue.
The brand’s busiest locations have 450 to 500 sessions per week, with an average annual revenue of $940,000, and up to $1.3 million.
“Our biggest obsession right now is owner profitability,” Breimhorst said.
The brand also helps new owners with finding a location, deciding on a design to suit their specific space, and supplies equipment to that location.
Training includes spending six days at brand headquarters in Minneapolis and four days on-site. Support for new owners includes ongoing mentoring, weekly communication with a franchise business consultant, marketing assistance and help recruiting trainers, who often come from nearby universities.
“We’re just right there with them, helping them make good decisions,” Breimhorst said.
Discover Strength is growing at a rapid, responsible pace with locations spread out across the U.S., and its staff is always ready to provide support to new owners.
“The time is really now. We are in that emerging kind of moment,” Breimhorst said. “Today the markets are open. In a year, they just won’t be.”
Patty Horansky