Discover Strength launched in 2006 and brought a science-informed appreciation for fitness. By Kelsi Trinidad
Discover Strength launched in 2006 and brought a science-informed appreciation for fitness. While pursuing a degree in exercise physiology and being a strength and conditioning coach for the Minnesota Vikings, Founder Luke Carlson realized the potential to merge his two passions after graduating: strength training and business. The idea was that he could impact people’s lives through evidence-based strength training and build a business where exercise professionals could create a lasting career.
Discover Strength began franchising in 2020 and is quickly climbing the ranks of emerging franchisees. The company even earned a spot on Entrepreneur’s 2023 list of new and emerging franchises.
The company makes it a point to reject fitness fads and trends that promise quick results or lack scientific research. Aside from producing real fitness results for its clients, Discover Strength prides itself on its superior level of customer service.
“We are inspired by Ritz Carlton’s and Nordstrom’s level of customer service,” explained Vice President of Franchise Development Scott Breimhorst. “When you come in, you’re going to be greeted by someone wearing professional attire. All of our trainers look and train like professionals.”
The brand also boasts a robust franchisee training program. Onboarding for new franchisees begins with being assigned a franchise business coach. This coach will then guide them through the early stages of their franchise so the franchisees can set themselves up for success. The coach will also continue to support the franchisee throughout the life of the franchise agreement in all areas of the business.
Franchisees also gain access to the company’s video-based learning management system, which provides informative training on franchise operations. All franchise owners have direct access to Discover Strength’s experienced leadership team and have the opportunity to attend the company’s quarterly leadership institute. Attendees can expect presentations on leadership and customer service for franchise leadership teams.
Breimhorst loves getting to see the success of Discover Strength’s franchise methodology every day at work. “We’re changing lives. I just smile when I walk into one of our locations and see people making themselves better and being healthier and seeing the exercise physiologists have incredible professional experiences. I just don’t know that there’s another company like this,” he said.
Kelsi Trinidad