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FRANCHISE RESALES

Buy a Discover Strength Franchise

Discover Strength is a boutique fitness franchise built around evidence-based strength training. Members complete 30-minute workouts twice a week, one-on-one or in small groups, led by certified exercise physiologists who hold degrees in exercise science. The model targets busy people who want measurable results in minimal time, and income comes from recurring memberships rather than long-term contracts or initiation fees.

Founded in Minneapolis in 2006 and franchising since 2020, the brand runs compact studios of roughly 1,500 to 2,000 square feet. It is founder-led by CEO Luke Carlson, who chairs the board of the Health and Fitness Association. The company has stated it intends to stay independent rather than take private-equity investment, and is growing deliberately toward a stated ceiling of around 250 studios across markets including Texas, Georgia, Arizona, Colorado and Minnesota.

What sets the brand apart is its commitment to a single, research-backed method delivered by degreed staff, which it uses to reduce the trainer turnover common across the wider fitness industry. The small-footprint, appointment-based studio keeps the operation focused on personal training rather than open-gym membership.

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Why buy a Discover Strength Franchise?

Buying a Discover Strength franchise gives a buyer an established position in a recurring-revenue fitness niche that has proven resilient as consumers prioritise health and time-efficient routines. The evidence-based, appointment-based model differs from high-volume gyms: it relies on retained members paying for ongoing personal training rather than discount memberships, which can support steadier income from a smaller footprint.

The use of degreed exercise physiologists is a real differentiator in a sector where staffing and turnover are persistent challenges, and the brand’s hiring discipline is designed to protect service quality as units scale. Founder-led leadership, an intentional cap on system size and a stated refusal of outside equity give the network a stability that some private-equity-backed competitors lack.

Discover Strength Franchise Costs & Information

Based on 2024 data reported in the 2025 FDD

  • Brand Profile

    • Year Founded

      2006

    • Franchising Since

      2020

    • New Startup Cost

      $472,000 – $838,500

    • Avg. Resale Price

      Contact us for details

  • Franchise Fees

    • Initial franchise Fee

      $58,000

      for new territories

    • Transfer Fee

      50%

      of Initial Franchise Fee if new; 25% if existing; $2,000 if non-controlling

    • Royalty Fee

      6%

      of Gross Revenue

    • Marketing Fee

      2%

      of Gross Sales

  • Unit Performance

    • Total Units *

      22

    • New Units Opened *

      6

    • Units Transferred *

      0

    • Avg. Unit revenue *

      Not Disclosed

    * Based on 2024 data reported in the 2025 FDD

Discover Strength – Additional  Information

  1. Training & Support

    Initial training combines 40 hours of classroom instruction with 40 hours of on-the-job training, and incoming owners attend a Join The Movement Day at the Minneapolis home office. Ongoing support includes a confidential operations manual, approved technology systems, marketing guidance, remote assistance and periodic in-studio business consulting visits. An annual company Summit brings the system together for current research and operational updates. Buyers of an existing studio should confirm what transfer training and system access transfer to incoming owners, and the certification status of the inherited exercise-physiologist team.

  2. Ideal Owner

    Discover Strength suits a hands-on local operator who can lead and retain a small team of degreed trainers, since the model's results depend on staff quality and consistency. Fitness experience is not required, but owners should be comfortable with member relationships, retention and a premium, appointment-based service rather than a high-volume gym. The role is operations- and people-led: recruiting and developing exercise physiologists, managing local marketing and memberships, and upholding the brand's evidence-based standards. Community-minded operators who value purpose alongside profit tend to fit the culture.

  3. Recognition & Awards

    Discover Strength was named to Entrepreneur's Top New Franchises list at #116, and has been voted "Best Gym for Busy People" in its home market. The brand marked 20 years of operation in 2026, and its founder and CEO chairs the board of the Health and Fitness Association, a credibility signal across the wider industry. Marketing materials also cite strong client retention and a high Net Promoter Score. For resale buyers, brand-level recognition should be weighed alongside the specific studio's local reviews, referral sources and community standing.

  4. Industry / Market

    Discover Strength operates in the US boutique fitness segment, valued at roughly $5.4 billion in 2025 and growing at a double-digit annual rate as consumers shift from large gyms to specialised, results-focused studios. The broader US fitness industry reached an estimated $45-46 billion in 2025, with membership near a record 77 million Americans. Demand is supported by rising interest in strength training, healthy ageing and time-efficient workouts. For resale buyers, local demographics, disposable income and competition from other boutique studios shape how a specific territory performs.

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