In this pivotal episode, Discover Strength CEO Luke Carlson dives deep into the core purpose and bold 10-year vision that will shape the future of the company—and potentially, the entire fitness industry. Luke unpacks the driving force behind Discover Strength’s mission: to lead a movement in evidence-based exercise, and outlines the newly defined BHAG (Big Hairy Audacious Goal): to become the destination for resistance exercise as medicine by 2035, with 250 studios nationwide.

Learn how foundational principles from Jim Collins, Simon Sinek, and classic BHAG examples (like SpaceX, Disney, and Nike) have inspired the long-game strategy behind Discover Strength’s next chapter. Whether you're a fitness entrepreneur, exercise scientist, or simply a passionate advocate for smarter workouts, this episode offers a masterclass in purpose-driven leadership and brand alignment.

Discover Strength offers free Introductory Workouts at any location across the United States. You can schedule your free Introductory Workout HERE !