Luke Carlson, Discover Strength - Minnesota - Open for Opportunity

Recognizing a need for flexibility with exercise in people’s busy day-to-day lives, Luke Carlson knew that he could find a solution – and later found out how franchising could grow that solution to new markets, helping people across the country.

In 2006, Luke founded Discover Strength, a chain of boutique fitness centers located throughout the Twin Cities. Discover Strength found a niche in catering towards busy people, offering a 30-minute strength workout with an expert trainer that allows people to look and feel their best without wasting time on workouts that don’t work. This approach was so successful that Luke grew Discover Strength to seven locations before he recognized the potential he had for growing his concept through franchising.

When Luke decided to franchise Discover Strength, he wanted to ensure they provided every tool and resource their franchisees needed to succeed. Discover Strength offers their franchisees intensive training, a dedicated franchise business coach, and a fully developed learning management system – all aimed at improving the experience of the brand’s local owners and ensuring the best outcomes. Their ongoing support functions include remote assistance and periodic business consulting covering key areas such as marketing, operations, finances, and client service. At the roundtable, Luke emphasized how they are committed to keeping their brand reputation strong, how achieving that is dependent upon a strong franchise base.

When the pandemic hit, it meant gyms like Discover Strength had to close their doors, with revenue dropping to 0 in one day. However, the pandemic also gave Discover Strength an opportunity to provide different offerings to their clients – March 23, 2020, they were able to pivot to virtual sessions with experienced personal trainers, offering innovation that is customary of franchise brands.

Potential franchisees have hundreds of different options for industries to franchise in—home maintenance, childcare, food service, fitness, education, and more. Discover Strength is a prime example of how you can own a business in a field you are personally, and professionally, passionate about. The franchise currently has more than 29 locations, and they are still growing. That is why Discover Strength is Open for Opportunity.