Fitness Company Adds Texas to Portfolio

Woman working out at Discover Strength | Image by Discover Strength/Facebook

Minnesota fitness franchise Discover Strength is adding Texas to its portfolio.

According to a state filing, the company will begin renovations in April on a 2,171-square-foot space on East Southlake Boulevard in Southlake at an estimated construction cost of $234,037. The project has an anticipated delivery date of June.

Discover Strength focuses on “personalized, evidence-based strength training” through twice-weekly, 30-minute workouts, its website reads. “Because Discover Strength’s methodology is based upon the preponderance of peer-reviewed research, it will always be the more efficient, safest, and most effective way to strength train.”

The company also plans to open franchises in Lewisville and Austin — its first in the market. Discover Strength’s other franchises are in Illinois, Arizona, Minnesota, Utah, and Wisconsin. Other locations are planned in Florida, Washington, D.C., Colorado, and Arizona.

The U.S. is home to more than 100,000 fitness centers, according to Statista. In 2021, the industry contributed over $35 billion to the nation’s economy.

The Dallas Express reported in December that EOS Fitness opened a location in DeSoto and planned to open others in Plano and North Richland Hills. Projected to expand in Dallas and Houston markets with the opening of dozens of more facilities, the company expects to create thousands of jobs over the next four years.

At the DeSoto location on West Belt Line Road, EOS members are offered cooling and heat therapy and certified personal training. Amenities include a hot tub, indoor pool, cycle studio, outdoor workout area, recovery space, free weights, saunas, massage chairs, ambient lighting, towel service, and lower rooms with showers.

The company operates more than 125 locations in Texas, Arizona, Utah, Florida, Nevada and California.

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