Discover Strength to Extend Presence Within Colorado

Photo courtesy of Discover Strength.

Discover Strength, a strength training concept built on the principle that busy people don’t have time to waste on exercise that doesn’t work, is preparing for the opening of an additional location within the state of Colorado.

The studio will be located at Rêve Boulder, a mixed-use community located in a Qualified Opportunity Zone (QOZ) at 3000 Pearl Pkwy, and plans to open by the end of 2023. In addition, Discover Strength is targeting the communities of Denver and Boulder as the brand experiences continued growth and development. Through market research, Discover Strength estimates that the cities of Denver and Boulder can support nine new territories for franchise expansion.

“I am thrilled to witness the growth and impact of our brand within Colorado,” said Luke Carlson, CEO of Discover Strength. “Our commitment to delivering exceptional fitness experiences and transforming lives has resonated deeply with our existing communities. The success we have achieved thus far has been truly inspiring, and we are eager to expand our reach into Boulder. I am excited to see the development of this location and share the benefits strength training can have within the Boulder community.”

Founded in 2006, Discover Strength set out to bridge the gap between what exercise scientific literature says and what the typical consumer practices in the gym. This research found a huge disconnect between science and typical consumer practices. Every step of the Discover Strength experience is backed by a preponderance of research. The brand’s 30-minute strength workouts are programmed twice per week and are supervised by exercise physiologists who have 4-year degrees in exercise science, hold multiple certifications, and read exercise research each week to ensure they are staying up to date with the latest research on exercise.

“The demand for Discover Strength is evident through the expansion our brand has been experiencing in recent months,” said Luke Carlson, CEO of Discover Strength. “Colorado is an entirely new market for us and we are delighted by the receptiveness our brand has been throughout the state. We are actively seeking passionate individuals who share our vision to become franchisees in these vibrant cities”

As the brand continues its franchise expansion, it is actively seeking both single and multi-unit franchise partners looking to invest in the growing market of strength training. The initial franchise fee of Discover Strength is $49,000 with an estimated total investment of $373,000 – $611,000.


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