⸺ CASE STUDY ⸺
From Single Studio to Franchise:
How Discover Strength Scaled With Pinnacle
LUKE CARLSON is the Founder & CEO of Discover Strength. He holds a BS and MS in Kinesiology from the University of Minnesota, completed executive leadership and strategy programs at Stanford, and received an honorary PhD from Solent University. With a vision to expand from a single location into a national franchise, Luke turned to Pinnacle to provide the structure, tools, and leadership alignment needed to scale successfully.
⸺ Client Snapshot
Company: Discover Strength
Location: Minneapolis, MN (Headquarters)
Industry: Health, Wellness & Fitness
Number of Employees: 140
Founded: 2006
Time Working with Pinnacle: 10+ years
Website: DiscoverStrength.com
Guide: Greg Cleary
⸺ The Challenge
When Luke Carlson founded Discover Strength, he had the drive and curiosity to learn — devouring business books, attending conferences, and constantly seeking out new ideas. But he lacked a method for turning that learning into real-world application.
“I didn’t have a formula for applying all of that learning. I needed a consultant, a coach, a Guide.”
⸺ The Pinnacle Approach
Luke began working with Pinnacle Guide Greg Cleary more than a decade ago. Greg facilitated not just Luke’s personal leadership growth, but embedded the tools, frameworks, and habits into the company’s leadership team and culture.
The process included:
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Quarterly Summits with the full leadership team
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Annual offsite strategy sessions
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Focused facilitation to tackle issues, align strategy, and strengthen leadership capacity
“Being together with my leadership team, being with a guide in that room, the topics, the work that we get into, the issues that we’re solving, the strategy that we’re challenging — that’s about as good as it gets.”