The latest wave of expansion includes sites in Roswell, Georgia; Flemington and Parsippany, New Jersey; Naples, Florida; Nashville, Tennessee; Plano North, Texas; and Lake Saint Louis, Missouri. The openings in Georgia, Florida, and Texas are notable for being led by multi-unit franchisees, a trend CEO Luke Carlson points to as a sign of confidence in the company's business model. The Lake Saint Louis studio specifically set a record for introductory workouts during its debut week, signaling strong consumer appetite for efficient fitness solutions.
In section Releases
Discover Strength Expands Footprint With Seven New Locations
With seven new studios added to its roster in 2026, the Minnesota-based fitness franchise Discover Strength is accelerating its national expansion. The brand now operates 41 locations across 15 states, leveraging a model focused on 30-minute, science-backed resistance training sessions led by certified exercise professionals.
Central to the brand’s scalability is a high level of customer loyalty. The company reports a systemwide Net Promoter Score of 93 and maintained an 80% member retention rate across corporate-owned studios in 2025. Founded in 2006 and franchising since 2021, the firm is preparing for further growth with additional sites currently in development in cities ranging from Orlando, Florida, to Colorado Springs, Colorado. During a recent 2026 Annual Summit, leadership emphasized maintaining this high-touch, expert-led experience while navigating the challenges of rapid geographic scaling.
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