Discover Strength

‍Discover Strength is a personalized strength training gym that offers 1-on-1, small group, and virtual trainings from educated, expert trainers. With 30–45-minute total body exercises, Discover Strength training sessions are backed by a scientific approach to safely and efficiently build muscle. The franchise started with locations in the Minneapolis / St. Paul Metro, with a Scottsdale, Arizona location marking the first location outside of Minnesota. The goal of Discover Strength and CEO Luke Carlson is to eventually open up 100 locations across the country.

Role:
Element has partnered with Discover Strength since 2019, serving as a trusted real estate advisor through multiple phases of growth. What began as local tenant representation has evolved into a strategic partnership supporting site selection, franchise planning, market analysis, and national expansion.

Opportunity & Challenges:
As Discover Strength expanded throughout the Twin Cities and prepared for franchised growth, the company needed a real estate partner capable of supporting both immediate location needs and a long-term expansion strategy. The challenge was creating a scalable framework for growth while identifying markets, evaluating sites, and maintaining consistency across an expanding footprint.

Approach:
Element partnered closely with Discover Strength's executive team to create a comprehensive growth strategy that combined real estate advisory services with advanced market analytics. Using customer data, demographic and psychographic research, GIS mapping, and ESRI Tapestry Segmentation analysis, Element developed a franchise territory model that identified the highest-potential growth markets and established a repeatable process for future expansion.

In addition to strategic planning, Element continued to support location execution through site selection, lease negotiations, renewals, relocations, and project management.Element combined tenant representation with strategic consulting, helping Discover Strength evaluate markets, develop franchise territories, and execute real estate transactions. Through GIS mapping, demographic analysis, customer data, and trade area modeling, Element created a data-driven approach to site selection and future expansion while continuing to support lease negotiations, renewals, and project execution.

Results
→ Served as Discover Strength's trusted real estate advisor since 2019
→ Supported locations in Woodbury, Plymouth, Chanhassen, St. Louis Park, Northeast Minneapolis, Downtown Minneapolis, Wayzata, and Maple Grove
→ Developed a franchise territory model dividing the Twin Cities into 40 strategic growth submarkets
→ Utilized GIS mapping, demographic analysis, and customer data to identify priority expansion markets
→ Created trade area and drive-time analyses to support future location decisions
→ Continued supporting national expansion as Discover Strength surpassed 30+ locations nationwide