Jessica and Tyler Gustafson aren’t your average gym owners. In fact, they don’t own a gym at all. They own two Discover Strength studios—a strength training concept built on evidence, expertise, and efficiency. After opening their first location in Wayzata in 2021, the Gustafsons launched their second in Apple Valley in November 2023. And while the business is booming, their focus is anything but numbers.
“We’re not in this just to build muscle,” Jessica says. “We’re here to help people live better, longer, stronger lives.”
What sets Discover Strength apart is its methodical, science-backed approach. Clients train one-on-one with an exercise physiologist or in a small group, working through a full-body strength training session in just 30 minutes. Every movement is coached, every session is customized, and every trainer is highly credentialed.
Fitness Rooted in Military Discipline and Personal Experience
Before becoming franchise owners, both Jessica and Tyler served in the military—she in the Air Force and he in the Navy. Their mutual love of fitness followed them throughout their careers, and when they returned to Minnesota, they became clients of Discover Strength. Tyler had previously worked for the company’s CEO as one of its first employees. When the franchise opportunity arose, they jumped at the chance to turn their passion into a profession.
“We admired how much science and integrity went into every workout,” Jessica shares. “It wasn’t about trends or appearances. It was about real results that supported your health.”
More Than Just a Workout
Each 30-minute session at Discover Strength is tailored to the client. Everyone receives a free introductory workout, where your physiologist will assess your goals, medical history, and any injuries—so you can feel the difference of an evidence-based workout designed just for you.
From there, it’s all about quality over quantity. “Twice a week is all you need when it’s this focused,” says Tyler. “There’s no fluff—just real strength training that makes a difference.”
It’s also designed to be approachable. “We understand the hesitation that comes with starting something new,” Jessica says. “People are intimidated by gyms. They worry they’re not ‘fit enough’ to begin. But our job is to meet you where you are and guide you forward—safely and effectively.”
Built by Experts, Not Influencers
The trainers at Discover Strength aren’t personal trainers in the traditional sense. They’re highly educated experts with degrees in exercise science, physiology, or kinesiology—plus additional certifications from organizations like the American College of Sports Medicine. Some even hold specialty certifications for working with cancer patients and athletes.
Their approach is rooted in ongoing education. Each year, the Discover Strength team partners with universities and reads peer-reviewed journals to stay on top of the latest research. “We’re not here to follow fads,” Tyler says. “We’re here to follow the science.”
That dedication to research shows up in every rep. Proper form, intentional movement, and individualized guidance help prevent injury and improve long-term results.
Strength is Health
“Americans are more sedentary and unwell than ever,” Tyler notes. “Strength training isn’t just about looking fit—it’s about warding off disease, improving mental health, and reducing the risk of injury as we age.”
Muscle, as they explain, is more than tissue—it’s an endocrine organ that supports metabolism, cognitive function, and even emotional well-being. And for older adults, maintaining strength is a key factor in avoiding falls, breaks, and extended recovery times.
No Time? No Problem.
One of the biggest barriers to regular exercise is time, and Discover Strength was built with that in mind. “We only want to see our clients twice a week for 30 minutes,” Jessica explains. “That’s it.”
The reason? It’s not about doing more. It’s about doing it right. The science is clear: when you strength train at a high level of intensity, you don’t need long or frequent sessions to see results. With expert guidance and a personalized plan, 30 focused minutes can make a meaningful impact on strength, metabolism, and overall well-being.
No Pressure, Just Progress
Discover Strength doesn’t lock clients into contracts. Memberships are offered month-to-month, and the experience is designed to be as simple to start as it is to pause. They’ve worked with clients as young as 8 and as experienced as 80, always tailoring workouts to individual needs.
“Our clients often say they wish they had started sooner,” says Jessica. “That’s why we want to remove every barrier we can—from time to intimidation. We’re here to help you move, feel, and live better.”
For those still on the fence, Discover Strength offers a complimentary introductory workout. It’s 45 minutes, one-on-one with an exercise physiologist—no pressure, no obligation. Just an opportunity to see what strength can do for you.
“Our clients often say they wish they had started sooner.”
“Strength training is for everybody.”