Discover Strength Adds New Locations, Tops 40 Studios

The Minnesota-based strength training brand now operates 41 studios across 15 states, with multi-unit franchisees driving much of its recent growth

Discover Strength is continuing its nationwide expansion, opening seven new locations this year as the science-backed strength training franchise looks to capitalize on sustained consumer demand for resistance exercise.

The Minnesota-based brand has added studios in Georgia, Florida, Missouri, New Jersey, Tennessee and Texas during the first half of 2026, bringing its footprint to 41 locations across 15 states, including 31 franchised units. Three of the new locations were opened by existing multi-unit franchisees, signaling continued confidence in Discover Strength’s business model. The company also has seven additional studios in development. 

Founded in 2006 before launching franchising in 2021, Discover Strength has carved out a niche in the boutique fitness market with its 30-minute, twice-weekly strength training workouts led by certified exercise physiologists. The concept has gained traction as strength training continues to surge in popularity, particularly among women and older adults seeking efficient, evidence-based fitness programs.

“Our members work with certified exercise physiologists in an environment designed for optimal workouts in just 30 minutes, with a focus on measurable health outcomes,” Discover Strength founder and CEO Luke Carlson said in announcing the expansion. “That combination of efficiency, expertise and results continues to resonate with consumers and drive growth across our franchise system.” 

Unlike traditional gyms that encourage members to spend hours training each week, Discover Strength is built around the idea that two 30-minute workouts are sufficient when backed by scientific principles. Carlson, a former NFL strength coach, has long argued that the fitness industry should embrace research over “bro science,” with the company employing ACSM-certified exercise physiologists rather than traditional personal trainers.

The company says its member loyalty has helped support its expansion efforts. Discover Strength reported a systemwide Net Promoter Score of 93 and an 80% member retention rate across its corporate-owned locations in 2025, metrics it says continue to attract franchise investors. 

The franchise also noted that its newest studio in Lake Saint Louis, Missouri, set a company record for introductory workouts completed during opening week, while several of its newest markets — including Roswell, Georgia; Naples, Florida; and Plano North, Texas — were developed by existing franchisees expanding their portfolios. 

The company says additional locations are planned for markets including Colorado Springs, Orlando, Wellesley, Massachusetts, and Edina, Minnesota, among others.