Exercise Coach Adds Strength Plus Service Line

The Exercise Coach marked its 25th year by launching Strength Plus, a new service line built around healthy aging. The franchise, with more than 225 locations, is widening its model beyond its signature 20-minute strength workouts. The move gives owners a second offering to sell into an aging customer base.

From Fitness to Healthspan

CEO Brian Cygan tied the launch to a shift from lifespan to healthspan, the years people stay active and independent. Strength Plus combines strength training with balance, flexibility, and cognitive programming. By targeting function rather than aesthetics, the brand aims at older adults who spend consistently on staying capable.

Proprietary Technology as the Hook

The service runs on the new Exerbotics Balance Tracker, which assesses balance and cognitive performance while guiding exercises. Owning the technology gives franchisees something competitors cannot copy quickly and supports premium pricing. A differentiated tool also lowers the pressure to compete on membership price alone.

The Franchisee Revenue Angle

A new service line offered in select locations lets owners raise revenue per member without adding floor space. That matters when rent and labor squeeze studio margins. The brands that grow now are the ones giving franchisees more to sell to existing members, and Strength Plus is built for exactly that.