Canva
Mandatorylopment. The components included under the Technology Fee are: the following components of the Management System: (1) HubSpot; (2) Apiant; (3) Listen360; (4) Google Workspace; (5) Canva; (6) Absorb Le
+75% units YoYHQ-led decisions
Discover Strength
FitnessSoftware purchasing at Discover Strength is controlled at the corporate level, with a tight mandated tech stack and centralized decision-making led by executives including the VP of Finance and VP of Operations. The franchise currently operates 22 total units (14 franchised, 8 company-owned), giving vendors a small but growing addressable base. The 2025 FDD reveals a 75% year-over-year unit growth rate, signaling an expanding footprint for software sellers targeting boutique fitness concepts.
Live signals
Total units
22
14 franchised
Unit growth YoY
+75%
vs prior filing
AUV
$848K
Item 19, 2024
Royalty
6%
of gross sales
Ad fund
2%
national + local
Initial fee
$58K
per unit
Investment range
$472K–$839K
all-in, Item 7
Procurement
Approved supplier
from the filing
Non-compete
1 years
from the filing
Item 19
Claims
unaudited
Mandated & recommended tech
The systems vendors compete with
6 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.
HubSpot
Mandatory, including website or email hosting, software or website development. The components included under the Technology Fee are: the following components of the Management System: (1) HubSpot; (2) Apiant;
Listen360
Mandatoryail hosting, software or website development. The components included under the Technology Fee are: the following components of the Management System: (1) HubSpot; (2) Apiant; (3) Listen360; (4) Googl
MindbodyMindbody, Inc.
Mandatoryee increases imposed by the third-party supplier of the Scheduling App. As of the date of this disclosure document, the required Management System also includes QuickBooks Online, Mindbody, and Soundt
ProfitKeeper
Mandatorychnology Fee are: the following components of the Management System: (1) HubSpot; (2) Apiant; (3) Listen360; (4) Google Workspace; (5) Canva; (6) Absorb Learning Platform; and (7) ProfitKeeper. We may
QuickBooks Online
Mandatoryur as a result of fee increases imposed by the third-party supplier of the Scheduling App. As of the date of this disclosure document, the required Management System also includes QuickBooks Online, M
Who buys here
The buyer at this brand
The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.
The franchisor's owner/CEO decides; an ops or franchise-development lead may evaluate.
VP SalesHead of SalesCROSales Director
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The vendor opportunity at Discover Strength
Discover Strength is a boutique fitness franchise headquartered in Minnesota, operating 22 total units—14 franchised and 8 company-owned—according to its 2025 Franchise Disclosure Document. The brand posted a 75% year-over-year unit growth rate, signaling rapid expansion. Average unit volume (AUV) sits at $847,647.83, with a 6.0% royalty fee and a 10-year initial franchise term. For software vendors, the addressable market is small but growing, and the centralized tech mandates create a clear entry point: pitch HQ, not individual franchisees.
Who controls software purchasing
Software purchasing decisions at Discover Strength are centralized at the corporate level. The 2025 FDD lists five key executives: Luke Carlson (Chief Executive Officer and Founder), Jessica Medvedev (Vice-President of Finance), David Gschneidner (Vice-President of Operations), Hannah Johnson (Vice-President of Sales and Marketing), and Scott Breimhorst (Vice-President of Franchise Development). For a software pitch, Medvedev and Gschneidner are the most likely buyers—Medvedev controls the purse strings, while Gschneidner oversees day-to-day operations where tools are deployed. Johnson may influence any marketing or CRM additions. No parent company exists; Discover Strength appears independently owned, so there is no external corporate layer to navigate.
Mandated and current tech stack
The 2025 FDD mandates five specific technology systems. HubSpot (by HubSpot, Inc.) is required, likely for CRM and marketing automation. Mindbody (by Mindbody, Inc.) is mandated for fitness studio management—scheduling, client management, and point-of-sale functions. QuickBooks (by Intuit Inc.) is mandated for accounting. The FDD also lists a generic “Management System” and “MBO” as mandated, though no specific vendors are named for these. This stack leaves gaps in areas like payroll, HR, business intelligence, or specialized fitness hardware integrations—potential openings for complementary software vendors.
Procurement, renewals, and timing
The FDD does not include an Item 8 procurement extract, so the formal procurement model—whether designated supplier, approved supplier, or open—is not disclosed. Given the mandated tech list, vendors should assume a top-down, HQ-controlled procurement process. Renewal terms offer a strategic window: franchisees in good standing can renew for up to three additional 5-year terms, but must sign a new agreement that may contain materially different provisions, complete updated training, and possibly remodel. These renewal inflection points, combined with the brand’s rapid growth, create natural moments when software contracts could be re-evaluated or new tools introduced.
How to read the Discover Strength FDD
The 2025 Discover Strength FDD is embedded below for full review. Key items for software vendors: Item 1 lists the executive team and ownership structure. Item 11 details the mandated tech stack and any franchisee obligations around technology. Item 8 (if present) would outline procurement restrictions—here it is absent, so direct inquiry with HQ is necessary. Item 17 covers renewal conditions and term lengths, which can signal when franchisees might be open to switching or adding systems. Use this document to build a precise, data-backed pitch to the right decision-makers at Discover Strength. For a ranked target list of franchise systems matched to your software category, FranCloud can help.
Questions vendors ask
Discover Strength, answered from the filing
Key decision-makers include Jessica Medvedev (VP of Finance), David Gschneidner (VP of Operations), and Hannah Johnson (VP of Sales and Marketing). Luke Carlson, CEO and Founder, likely holds final authority.
The 2025 FDD mandates HubSpot (CRM/marketing), Mindbody (fitness management), QuickBooks (accounting), a Management System, and MBO. No POS vendor is explicitly named beyond these.
Discover Strength has 22 total units in the US—14 franchised and 8 company-owned—as disclosed in the 2025 FDD.
The FDD does not disclose a specific procurement model (Item 8 extract is absent). Vendors should assume a centralized, HQ-controlled process given the mandated tech stack.
Initial franchise terms are 10 years, with up to three 5-year renewals. Renewal requires training, possible remodel, and a new agreement—creating potential re-evaluation points for software.
The 2025 FDD is filed with state franchise regulators. You can view it directly in the embedded PDF viewer below on this page.
Source
Read the filing itself
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FDD alert
Tell me when this brand refiles.
We’ll email you the moment Discover Strength files a new annual FDD, usually the freshest signal of a vendor change.
Operator footprint
Who runs the locations
33 operators run 33 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Single-unit33
Top states by locations
| MN | 9 |
|---|---|
| TX | 9 |
| AZ | 3 |
| GA | 2 |
| KS | 2 |
Related Fitness brands
Primary franchise filings · updated June 2026. Every figure is source-traceable and QA-checked.