What makes a fitness brand stand out in a crowded industry?

Welcome to the Gym Marketing Made Simple podcast, your go-to resource for exploring the strategies that boutique fitness gyms need to thrive.

In this episode, Luke Carlson from Discover Strength shares the strategies that have helped his brand grow from a single studio to 1,011 franchise locations, which it intends to reach 250 by 2035.

Discover Strength stands out through its focus on time-efficient, evidence-based strength training. It offers a specialized service without cardio or nutrition programs. 

Carlson highlights the role of professional attire in fostering a "ready to serve" mentality, creating a strong sense of differentiation in the fitness industry.

Luke also emphasizes the importance of creating a superior employment experience, maintaining a Net Promoter Score of 93, and narrowing the focus to master a specific niche. His advice for aspiring fitness entrepreneurs is clear: excel in one area, deliver exceptional service, and foster professionalism in every aspect of the business.

Learn how you can apply these lessons to position your gym for success. Tune in to gain insights from one of the most successful leaders in the fitness industry.

00:00 Intro

00:10 Discover Strength Overview and Background

02:46 Future Goals and Market Strategy

05:00 Professional Attire and Customer Experience

12:14 Growth Strategies and Talk Triggers

18:07 Challenges and Ego Management in New Locations

21:33 Franchise Selection and Long-Term Growth Strategy

26:05 Advice for New Fitness Entrepreneurs

Connect with Luke Carlson: 

[email protected]