Discover Strength, a nationally growing strength training franchise delivering evidence-based, personalized workouts, has been named No. 24 on Entrepreneur’s 2025 Top New and Emerging Franchises list. This annual ranking highlights the most promising up-and-coming franchise brands that are making a significant impact across industries, and Discover Strength is standing out as the top emerging fitness brand.
“This recognition from Entrepreneur is a testament to the clarity of our mission and the power of our model,” said Luke Carlson, the CEO and founder of Discover Strength. “We’re proud to be seen as a trailblazer in the fitness franchise category. We’ve built this brand on a foundation of science, service and sustainability, and that’s resonating with both clients and franchisees.”
Founded in 2006, Discover Strength has long been committed to bridging the gap between exercise science and everyday gym practices. Its model revolves around 30-minute, twice-weekly strength training sessions led by expert exercise physiologists, each rigorously trained and certified. Every workout is personalized, efficient and grounded in decades of research.
After 15 years of proving the concept through company-owned locations, Discover Strength launched its franchise program to scale responsibly, an approach that’s earning industry attention. With 31 studios open and 21 in development, the brand is strategically growing toward a cap of 250 total studios, ensuring quality control and long-term viability.
“Our goal has never been growth just for growth’s sake,” added Carlson. “We’re focused on responsible expansion; partnering with the right franchisees in the right markets, and making sure that every client, in every location, receives the highest standard of service.”
The Entrepreneur ranking comes at a pivotal moment in the brand’s development. Earlier this year, Carlson was elected as Chairman of the Board of Directors for the Health and Fitness Association, emphasizing Discover Strength’s leadership in the fitness industry. The brand also welcomed new VP of marketing, Nicole Leary, to amplify brand presence and drive engagement nationwide.
Discover Strength is currently seeking qualified franchise partners to join its mission-driven system in top-tier markets across the United States. With a clear niche in resistance-based medicine and a proven model that prioritizes both health outcomes and business success, Discover Strength continues to redefine what strength training can be.
To learn more about franchising opportunities, visit discoverstrengthfranchise.com.
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