---
title: "Discover Strength Set to Make New Jersey Debut"
url: https://burnaze.com/article/725e4c2a-0390-4fa6-904d-d4776f36523c
source: "Franchising.com"
original_url: https://www.franchising.com/news/20260319_discover_strength_set_to_make_new_jersey_debut.html
category: "Boutique fitness"
industry: "Fitness"
segment: "Boutique fitness"
topics: ["Development & multi-unit"]
published: 2026-03-19T12:00:00.000Z
modified: 2026-10-31T16:24:04.199Z
image: https://images.unsplash.com/photo-1571902943202-507ec2618e8f?w=1600&q=80&auto=format&fit=crop
---

# Discover Strength Set to Make New Jersey Debut

**TL;DR:** Discover Strength is expanding its East Coast presence with two new studios in New Jersey, building on its first location in Washington D.C. which opened in January 2026. The brand offers customized, science-backed strength training workouts and is looking to partner with entrepreneurs to bring its services to individuals across New Jersey.

*originally published in Franchising.com on 2026-03-19. [Read the original](https://www.franchising.com/news/20260319_discover_strength_set_to_make_new_jersey_debut.html).*

## Story

This upcoming growth strategically extends Discover Strength’s East Coast presence, building on its first location in the region in Washington D.C., which opened January 2026 and has already seen strong demand and membership interest. To continue this momentum, Discover Strength is looking to add units in New Jersey as interest in strength training continues to rise. New Jersey boasts two of the Top 30 Fittest U.S. states, making it a perfect market for Discover Strength to bring its customized, science-backed workouts to.

“We believe that busy people shouldn’t waste time on workouts that don’t work,” said Luke Carlson, CEO of Discover Strength. “With twenty years in the industry, we look forward to partnering with passionate entrepreneurs who share this belief and mission to bring time-efficient and effective workouts to individuals across New Jersey and beyond.” Research published in the International Journal of Exercise Science shows that individuals achieve results with as little as two strength training sessions per week, an approach reflected in Discover Strength’s training model.

Strength training has been linked to multiple positive health benefits including: an increase in lean body mass, an increase in metabolic rate, an increase in bone mineral density, a decreased risk of injury, and building back lost muscle tissue that commonly occurs with aging.

Founded in 2006, Discover Strength set out to bridge the gap between what exercise scientific literature says and the typical consumer practices in the gym. From this research, the brand found an immense disconnect. Every step of the Discover Strength experience is backed by a preponderance of research.

The brand’s 30-minute, customized strength workouts are programmed twice per week and supervised by exercise physiologists with 4-year degrees in exercise science, hold multiple certifications, and read exercise research each week to ensure they stay up to date with the latest research on exercise.

## Entities

- Franchising.com (publication)
- unit expansion (topic)
- Fitness (sector)
- fitness industry (topic)
- new jersey (location)
- Washington, D.C. (location)
- east coast expansion (topic)
- strength training (topic)
- Discover Strength (company)
- Luke Carlson (person)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20260319_discover_strength_set_to_make_new_jersey_debut.html). Summarized by Burnaze (https://burnaze.com/article/725e4c2a-0390-4fa6-904d-d4776f36523c).