D1 Training Continues Franchise Growth Amid Demand for Athletic Fitness

The fitness brand built around NCAA Division 1 training principles already has 115 locations up and running, and is planning to open many more

When D1 Training began in 2001, it was a single fitness studio in Nashville, Tennessee. Today, the brand boasts 115 locations across the United States and is continuing to grow at a rapid pace. 

Founded by former NFL player Will Bartholomew, D1 Training is known for its athletic-style programs focused on five core tenets: dynamic warm-up, performance, strength training, core/conditioning, and cool down. D1 Training caters to everyone from youth athletes to professional athletes to working adults. 

The athletic training brand offers a myriad of private and group programs for all ages and has trained over 100 NFL draft picks, 1,000 professional athletes and 3,000 college athletes. 

With the motto “Join a team, not a gym,” the popular brand experienced a successful 2023, opening 26 locations across the U.S. So far in 2024, D1 Training has remained focused on continued growth, opening 23 new studios and selling 59 new territories

In total, the brand has 250 locations in development. Newly signed agreements will bring additional studios to Florida, Kansas, North Carolina, California, Texas and Georgia.

With the help of athlete-driven marketing campaigns from the likes of Tim Tebow and an upcoming spot with Chris Paul, D1 Training is looking to expand its member base as well as its corporate team.

Bartholomew, the company’s CEO, says D1 Training’s rapid development is due to its core values and professional staff.

“The entire D1 system is on a mission to serve athletes through inspiring and motivating coaching,” Bartholomew said. “Last year we served about 25,000 athletes across the country, and that number is growing every month. This is because we have world-class coaches, management, and owners who are instilling the core values, and who are focused on the athlete (anyone with a fitness goal).”

Dan Murphy, D1 Training’s chief operating officer, credits the brand’s newest franchisees for its success and growth.

“We can’t say enough about the franchisees we are bringing into the business,” Murphy said. “These are like-minded people who truly live our core values and want to bring this content to market because they buy into the vision. When you combine passion with economics, and then add in an incredibly talented home office team, that’s what moves us forward.”