Revolutionary Strength Training Brand Sets Sights on One of the Country’s Fittest Cities as Its First Massachusetts Studio Prepares to Open in Wellesley

MINNEAPOLIS, MN – As consumer demand for quality fitness continues to rise, 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 targeting Greater Boston for growth as it continues its expansion nationwide. The brand’s first Massachusetts studio, coming soon to Wellesley, will serve as the springboard for a broader push throughout the Boston area.

Located at 55 Central St. in the heart of Wellesley Square, the new studio, owned by local entrepreneur Alexei Erchak, will open in early November and is currently accepting waitlist sign-ups. Once open, the Wellesley studio will offer Discover Strength’s signature 30-minute strength training workouts, programmed twice weekly and supervised by certified exercise physiologists, along with small group training sessions. Discover Strength is also evaluating additional sites throughout Greater Bostonas part of its plan to build out a multi-studio presence across the region.

The expansion comes as Boston climbed to No. 10 among the 100 largest U.S. cities in the American College of Sports Medicine’s (ACSM) 2026 American Fitness Index, up three spots from its 2025 ranking of 13^th. The index, which evaluates cities across 35 evidence-based indicators spanning personal health, community infrastructure, and environmental conditions, credited Boston’s strong showing in part to the fact that 100% of its residents live within a 10-minute walk of a park. For Discover Strength, the ranking reinforces what the brand already sees as a market well-suited to its science-backed approach to fitness.

“I run the Boston Marathon every year and have dreamed about having Discover Strength come into the Boston market,” said Luke Carlson, CEO of Discover Strength. “Opening our first Massachusetts studio in Wellesley is just the beginning. We see a real opportunity to build a meaningful presence throughout Greater Boston in the months and years ahead.”

Founded in 2006, Discover Strength set out to bridge the gap between what exercise science says and typical consumer practices in the gym. From that research, the brand found an immense disconnect – and built its model to close it. Every step of the Discover Strength experience is backed by a preponderance of research, with the brand’s 30-minute, personalized strength training programmed twice per week and supervised by exercise physiologists who hold four-year degrees in exercise science, carry multiple certifications, and read exercise research weekly to stay current on the latest findings.

“As we look at markets across the country that align with our brand, Greater Boston stands out,” Carlson added. “It’s a city that values health, values expertise, and values efficiency – all of the things Discover Strength was built on. We’re excited to introduce our model to the Boston community and to keep growing here well beyond our Wellesley studio.”

As the brand continues its franchise expansion, it is actively seeking both single- and multi-unit franchise partners who want to invest in the growing market of strength training, including in Greater Boston area. Discover Strength’s initial franchise fee is $52,000, with an estimated total investment of $463,000-$877,000.

To learn more about Discover Strength’s franchise opportunity, please visit discoverstrengthfranchise.com.

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About Discover Strength

Founded in 2006, Discover Strength is a Minnesota-based strength training studio franchise built on the principle that busy people don’t have time to waste on exercise that doesn’t work. With 41 locations across 15 states, Discover Strength delivers 30-minute strength training workouts, twice per week with exercise physiologists. They help their clients look and feel their best in a fraction of the time. Learn more at discoverstrengthfranchise.com.