How Luke Carlson Started Discover Strength

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Luke Carlson

What would it take for you to build a world-class HIT studio brand from the ground up?

Luke Carlson ( luke [ at ] discoverstrength [ dot ] com ) returns to the podcast to talk about the origin of Discover Strength and how he went from being unsure of what he wanted to do in life to finding the very thing he wanted to pour his heart into — we talk about the valuable lessons every aspiring HIT business entrepreneur and strength trainer can take away from his journey.

If you’ve ever wanted to know what it’s like to find your north star as a personal trainer or a HIT studio owner, this episode is a must-listen!

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Show Notes

00:00 – Episode Intro
05:23 – How does Luke feel about having a wildly successful HIT business 18 years on?
08:10 – The two sides of a successful strength training business
08:46 – What “clarity breaks” are and why these matter for business leaders
13:41 – Why Luke doesn’t celebrate milestones like this anymore the way most people would expect
17:34 – How and why did Luke start Discover Strength? Luke on his business influences and mentors
23:13 – Business books that Luke recommends aspiring HIT entrepreneurs and personal trainers read (and why)
30:02 – The importance of understanding and establishing your business culture and core values
32:34 – Luke talks about the very first Discover Strength facility and how he made DS stand out amongst its competition