Franchisee Spotlight: D1 Training in Billings, Montana 

D1 Training franchisees Josiah Johnson, Michael Rider and Larry Iverson stress passion in business and using the resources at your disposal

The D1 Training facility in Billings, Montana, is all about community and family. That was the idea when franchisees Josiah Johnson, Michael Rider and Larry Iverson launched the operation in 2024, and it still is today, now with all eyes set on expansion.

“We wanted to figure out something we can do together, that we’ll be passionate about and can impact the community with, but also something enjoyable for our kids to be a part of,” said Johnson. “I’ve had other jobs where it’s hard to take my kids on tour or even go into the office, but with this, when you bring the kids to work, it’s like they’re ingrained in it. They’re going to be a part of it.”

With D1 Training being a brand that specializes in athletic development for youth and adult athletes, Johnson, Rider and Iverson had an early understanding that it would check those two boxes for them. Their growth and success later verified it. 

Nonetheless, it took time, trust and overcoming tribulations for the group to establish its bearings. 

Overcoming Challenges

In the months leading up to and after their launch, the D1 Billings owners faced a steep learning curve, having no prior gym operating experience. They needed to learn how to attract and interact with their community before they could begin supporting it. 

“We’ve enjoyed the journey and we’ve had some short-term success, but those have been some uphill battles,” said Johnson. “How do we let people know we’re here? How do we communicate to them that we’re not a CrossFit or a competitive gym — that this is a ‘meet you where you are in your physical journey’ kind of gym?”

To answer those questions, the team focused on sharing member stories with the community, highlighting their athletic journeys to inspire others to begin or further theirs. Still doing so today, those narratives touch largely on confidence gained, goals achieved and lives transformed. 

“People of every age, background and starting point have discovered what’s possible when they lock arms with our community,” said Johnson. “By showcasing the unique victories of our diverse members, we’ve been able to show Billings that no matter where you start, you belong here and your success story is waiting to be written.”

The franchise group’s target demographic — school-aged athletes — also presented a few hurdles for the team to clear. 

“There are ebbs and flows of the different seasons,” said Rider. “Kids are stopping summer and getting into school. What does that rhythm look like? What sports are they into? When’s the best time to train? Just any of that seasonality. We got a little bit under our belt, but that’s been a learning process for us.”

Sometimes, working with the kids is a challenge in its own right, Johnson added. However, he also argues that the reward is worth the pursuit. 

“You add kids to the mix and it’s herding cats sometimes as much as it is seeing some progress,” he said. “That’s been a lot of fun, but also can be challenging.”

Why D1

The turnkey nature of D1 Training’s franchise model was among the initial factors that first attracted its Billings franchisors. 

“We all have full-time jobs, essentially, so that’s why the franchise model was appealing to us,” said Johnson. “We don’t have to build the back end, but just work the process, and that’s easier to do.”

But the programming, mainly its structured and consistent nature, also stood out to the group. Johnson, Rider and Iverson knew they could leverage it to make those strong, lasting impacts within the community they desired since day one.  

“Our focus is more on creating a good foundation and a healthy relationship with working out,” said Rider. “There are opportunities to create a lot of grit, toughness, attention to detail and accountability, and those are skills that you can get in and foster within a kid from a young age.” 

Johnson also noted that the junior high school demographic, specifically those aged 7-14 who fit into the brand’s “rookie” and “devo” classes, needed specific attention.

“We knew we could make an impact because otherwise, their mom or dad is taking them to the gym and they’re just trying to figure things out,” he said. There needs to be structure, and we’ve seen some massive growth just from that. Plus, it also gets kids away from screens and gets their bodies moving. We knew we wanted to make that type of an impact.” 

Not Just for Kids 

But even with this emphasis on helping kids and young people, D1 Billings makes time for older individuals as well. Sometimes, they need the help just as much, Rider argues. 

“Maybe there are some adults who have never been a part of the gym, so we’re working through them with that,” he said. “It gives them a new sense of confidence, a good relationship with the gym and working out…So the goals vary, but the mission is the same for us here at D1 Billings.”

Final Advice

While offering some final advice to any future franchisees, Rider reminded those potential future operators to remember what exactly they’re buying.

“You have to follow their playbook,” he said. “If you’re buying into a franchise, there’s a reason you’re buying into a franchise; otherwise, if you want to do everything how you want to, you should just start building from the ground up. This is what you’re paying for.”

Franchisors benefit from frequent updates to that playbook as well. Johnson said the D1 Training HQ team is “constantly” coming out with revenue drivers and education to help support coaches. 

At the same time, however, there’s a level of give and take that operators need to nail as well. 

“I would also caution anybody that thinks it’s going to be some passive opportunity,” Rider said. “Just like everything else in life, anything worth a darn is hard, takes work and effort.”

“You’re not buying a stock,” Johnson added. “I stress to other owners, if you’re not setting the tone, if you’re not there working out on a daily basis, championing your general manager for the small and big wins, and asking your head coach what support they need, it’s not going to do well. But if you can do those things successfully, with passion and also follow through, it’s a recipe for success.”

Following that recipe has already led the D1 Billings team to early growth. Roughly a year removed from signing its initial lease, the group is now planning to launch a second location in Bozeman, Montanta.