Discover Strength: Redefining Fitness Through Science-Backed Training

Founded in 2006 and based in St. Louis Park, Minnesota, Discover Strength is a boutique fitness brand known for its focus on evidence-based, personalized strength training programs.

The brand delivers 30-minute strength workouts twice a week, guided by trained exercise physiologists, providing an efficient solution for busy individuals who want maximum fitness results in minimal time.

In 2020, Discover Strength launched its franchise program, expanding its reach with a model built on proven scientific principles rather than passing fitness fads. This commitment to research-based training has helped set the brand apart in a crowded market.

Training

Discover Strength provides several structured training programs to its franchisees to ensure operational excellence:

1. Initial Training Program
   Before opening, the General Manager—and if not a Principal Owner, then also a Principal Owner—must attend and complete the initial training program. This is held at the training center in St. Louis Park, Minnesota, or another designated location, and may run over 10 consecutive days or split sessions, covering operations, equipment use, and client service.
2. On-Site Opening Support
   Around the studio’s opening, Discover Strength sends at least one representative for 2–3 days to assist with initial operations, ensuring the team properly implements standards and procedures.
3. Annual Essentials Training
   An annual “Essentials Training” is held to refine and update key skills, helping maintain consistent service quality across locations.

Territory Protection

Discover Strength offers its franchisees a “Protected Territory,” which is formalized once the studio location is approved and documented in the franchise agreement. This territory typically covers a specific geographic area, and during the agreement term, Discover Strength will not operate or license another studio within it.

However, franchisees must meet minimum annual sales targets to maintain this protection, or the franchisor may reduce the territory or even terminate the agreement. While Discover Strength provides some territorial protection, it reserves broad rights outside that area.

The franchisor may operate or license other Discover Strength businesses outside the Protected Territory and can promote or sell services and products anywhere, including online or through national channels. Franchisees are also required to focus their marketing within their own Protected Territory and avoid soliciting customers from other franchisees’ areas.‍‍