“We don’t need to workout that much. But we need to workout harder than we ever have." -Luke Carlson, Discover Strength CEO
“We don’t need to workout that much. But we need to workout harder than we ever have." -Luke Carlson, Discover Strength CEO
January 25, 2023

Tenant Rep Spotlight: Discover Strength


Discover Strength is a personalized strength training studio, offering 1-on-1, small group, and virtual training sessions from educated, exercise physiologists. Discover Strength training sessions are backed by a scientific approach to safely and efficiently build muscle in just 30-45 minutes, in as little as two days per week. The company now has eight Twin Cities locations and is currently expanding to other regions across the country, including Chicago, Scottsdale, and Denver. The Scottsdale location will be the first Discover Strength location outside of Minnesota and is opening in the coming weeks.

Element has been working with Discover Strength, acting as their tenant rep and implementing real estate strategies as the brand continues its expansion within the Twin Cities market and beyond. As Discover Strength embarked on a franchise growth strategy, Element assisted with site location and lease negotiation services. 

We recently sat down with Discover Strength CEO Luke Carlson about the business, his future plans, and working with the Element team. Luke knows that his business needs to resonate with a target market. “The number one barrier to exercise in this country is time. Busy people don’t have time to waste on workouts that don’t work. We are going to help you look and feel your best in a fraction of the time.”

Started in 2006, Discover Strength began awarding franchises in 2020. Carlson’s goal is to have 100 locations across the country. His relationship with Element goes back nearly a decade: “I met JoAnna in a peer executive group in 2014. I developed a relationship with JoAnna and Discover Strength needed a real estate resource. When you have a relationship around your real estate, you want them to function as an advocate for you. Ian and JoAnna do as much tactical and strategic thinking as we do. We look at Element as an extension of our team and we can leverage their intellectual capital.”

Luke’s value system plays a large role in the success of Discover Strength; the four values he leans on are learning, servant leadership, creating one’s own future, and the science based approach, which is the root of the Discover Strength model. “You can forever be a student. I am always reading a journal or a book. Having the mindset of a scientist is important because it lets the scientific process guide our decision making.”

Interested in Discover Strength? Schedule a free introductory workout on their website www.discoverstrength.com. Follow them on Instagram @discoverstrength.

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