Franchise News
Former Discover Strength executive Scott Breimhorst shares how the brand screens prospective owners early and sets realistic expectations to keep its franchise development process focused.
Franchisors looking to sell franchises faster often focus on generating more leads. But bringing more candidates into the pipeline doesn't necessarily lead to more signed agreements. A brand also needs to identify which prospects have the financial resources and commitment to become successful franchisees.
Discover Strength, a Minneapolis-based strength training franchise, puts considerable emphasis on qualifying candidates early and giving them a realistic picture of ownership. Scott Breimhorst, who served as the brand's vice president of franchise development from May 2022 to July 2026, discussed that approach on an episode of the "Franchise QB" podcast.
For franchisors wondering how to position their franchise to sell fast, identifying the right buyers early can help prevent time-consuming conversations with candidates who aren't suited to the business.
Before joining Discover Strength, Breimhorst worked in private school fundraising. He said the process of cultivating relationships with potential donors has a lot in common with working with prospective franchisees.
At Discover Strength, that process begins with the brand's core values. Breimhorst said those values appear in the opening slides of every initial presentation, and candidates are asked to explain how they relate to them. If the alignment isn't there, some introductory meetings end after about 10 minutes.
He described the photo taken at the brand's annual franchisee convention as a reminder of the importance of selecting the right owners.
"Nobody gets in that picture who doesn't belong in it," Breimhorst said.
Financial qualifications are equally important. Breimhorst said Discover Strength won't award a franchise to someone without sufficient capital because the brand wants to avoid putting owners in a position where they may struggle to keep their locations open.
Luke Carlson, Discover Strength's CEO, shares Breimhorst's emphasis on selecting the right owners. Asked about consistency across locations in an August 2026 Franchise Chatter interview, Carlson pointed to "awarding owners who have high standards and understand the brand."
Candidates need to understand what they're buying before they can make an informed decision. For Discover Strength, that means discussing the owner's responsibilities and financial requirements early in the process.
Breimhorst said the brand avoids describing its opportunity as "absentee" ownership. Although most Discover Strength franchisees maintain full-time jobs outside the business, they're still expected to lead their teams, conduct meetings and monitor financial performance. He cautioned prospective buyers against franchisors that promise a business capable of running itself.
The same transparency applies to the Franchise Disclosure Document (FDD). Breimhorst said Item 7, which outlines the estimated initial investment, includes a wide range of buildout costs because two locations received unusually high construction bids.
Rather than waiting for candidates to raise concerns, he addresses the figures directly during discovery.
For franchisors, explaining potential costs and ownership expectations early can help candidates determine whether the opportunity fits their circumstances. It also reduces the likelihood of discovering a major mismatch late in the sales process.
A franchisor's ability to support new owners can also influence how candidates evaluate an opportunity. Prospective franchisees want to understand what assistance they'll receive after signing an agreement and how the brand will help them prepare to open.
Breimhorst said Discover Strength expanded its home office operations as the franchise system grew. Once a candidate moves forward, a dedicated project manager helps the new owner navigate construction and opening. A franchise coach then provides ongoing support, checking in weekly or every other week throughout the franchise agreement.
The brand also uses consumer-intelligence mapping to evaluate proposed territories against its target customer profile. Sometimes that analysis shows that a candidate's preferred market isn't suitable for a Discover Strength location.
These resources give prospective owners a clearer understanding of the brand's development process and the support available once they become franchisees.
Franchisors looking to improve their sales process can apply several lessons from Discover Strength's approach:
Discover Strength wants franchisees who know what they're getting into and have the money to make the business work. For other franchisors, screening candidates more carefully can mean fewer conversations that go nowhere and more time spent with serious buyers.
For more on attracting qualified franchise buyers and building a sales process that prioritizes the right candidates, check out these related articles on 1851 Franchise:
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