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Franchise Opportunity Deep Dive: D1 Training is an athletic-based fitness franchise offering sports performance training, conditioning and personal training for children, teenagers and adults.
D1 Training is a fitness franchise that provides athletic-based training for people of different ages and fitness levels. Its facilities offer group training, personal training and sports performance programs designed to help members improve their strength, speed, agility and overall fitness. The brand combines structured workouts with professional coaching in a facility modeled after collegiate athletic training environments.
D1 Training was founded in 2001 in Nashville, Tennessee, by Will Bartholomew, a former University of Tennessee football player. Bartholomew wanted to make the training methods used by college and professional athletes available to people outside those programs.
The company began offering franchises in 2015 and has since developed a smaller facility model designed to accommodate its training programs within approximately 3,700 to 5,000 square feet.
Mission: To help athletes of all ages achieve their goals through professional coaching, structured training and an emphasis on athletic development.
Vision: To make high-quality athletic training accessible to more communities while helping members build strength, confidence and long-term fitness habits.
D1 Training continues to seek qualified franchise owners in markets across the United States. The brand reports more than 160 operating facilities nationwide, with opportunities varying by market. Prospective franchisees can learn more about available territories by contacting the D1 Training franchise development team.
Initial Costs: The estimated initial investment required to begin operation of a D1 Training franchise ranges from $401,776 to $837,381. The 2026 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $62,500 | $62,500 |
| Opening Support Fee | $29,500 | $29,500 |
| Initial Marketing Spend | $25,000 | $35,000 |
| Leasehold Improvements | $201,521 | $432,413 |
| Real Estate Services | $5,000 | $5,000 |
| Furniture & Fixtures | $1,500 | $3,000 |
| Strength & Cardio Equipment | $4,700 | $90,065 |
| Opening Inventory & Supplies | $2,500 | $2,500 |
| Grand Opening Kit — Merchandise & Apparel | $5,000 | $5,000 |
| Computer Equipment & Software | $8,555 | $9,740 |
| Pre-Opening Salaries & Wages | $29,000 | $46,200 |
| Training Expenses | $1,000 | $4,000 |
| Security Deposit | $5,000 | $39,463 |
| Rent (3 Months) | $0 | $33,000 |
| Professional Fees, Permits & Licenses | $4,000 | $6,000 |
| Insurance Premium | $2,000 | $4,000 |
| Additional Funds (3 Months) | $15,000 | $30,000 |
Initial Franchise Fee: Franchisees pay a $62,500 initial franchise fee in a lump sum upon signing the franchise agreement. Discounts are available for multi-unit developers, reducing the fee to $43,000 for a second location, $38,000 for a third and $33,000 for a fourth.
Ongoing Fees: According to the 2026 FDD, D1 Training franchisees are responsible for the following ongoing payments and fees:
| Type of Fee | Amount |
| Royalty | 7% of gross sales/month |
| Brand Fund | 2% of gross sales/month |
| Local Marketing Requirement | $100/day |
| GPS Software | $320/month |
| GPS Usage Fee | $175/month |
| Tech Shared Services Fee | $700 - $750/month |
ROI Potential: According to the 2026 FDD, the 83 facilities operating for the entirety of 2025 reported the following annual gross revenue:
| Quartile | Average | Median | High | Low |
| Top 1/4 (21) | $888,671 | $770,796 | $1,686,158 | $661,953 |
| Second 1/4 (21) | $577,082 | $576,848 | $660,134 | $507,699 |
| Third 1/4 (21) | $433,651 | $446,978 | $493,646 | $377,292 |
| Bottom 1/4 (20) | $297,791 | $306,186 | $371,909 | $165,489 |
| Total (83) | $552,329 | $507,699 | $1,686,158 | $165,489 |
D1 Training assists franchisees with site selection, lease negotiations, construction planning and preparations for opening. Its real estate team helps owners evaluate potential properties, while construction specialists coordinate the buildout process.
The company also provides assistance with hiring, presale marketing and grand-opening activities. Franchisees work with a support team to prepare their facilities and begin building a membership base before opening.
D1 Training provides operator training that begins with virtual onboarding and continues with in-person instruction at its headquarters in the Nashville area. The program covers business operations, staff management, sales, customer service and D1's training standards.
Franchisees also have access to regional training sessions, workshops and continuing education. D1 hosts monthly owner meetings and provides additional development opportunities for coaches and managers.
Following the initial opening period, franchisees work with regional business coaches who provide guidance on business performance, staffing, sales and daily operations.
The company also provides marketing assistance and conducts in-facility visits and workshops to help owners and general managers improve operations.
D1 Training provides access to several technology systems for managing facility operations. These include Mindbody, ProfitKeeper and D1's proprietary application, which supports customer relationship management, scheduling, transactions and financial reporting.
The brand also requires franchisees to use GPS software for automated communications, appointment scheduling, customer retention and lead generation. These tools help owners manage memberships, communicate with customers and monitor business performance.
D1 Training seeks candidates with leadership experience, business management skills and an interest in sports and fitness. Previous experience in the fitness industry is not required.
The company emphasizes community involvement, the ability to manage employees and a willingness to follow its operating system.
D1 Training is a membership-driven fitness business that requires leadership, team-building and local community engagement. Many D1 facilities operate with as few as six employees, while others have more than 12 depending on size and growth.
The opportunity may be a fit for owners who have experience building teams, leading people and growing a business. Prospective franchisees should confirm with the brand whether semi-absentee ownership is available and what level of day-to-day involvement is expected.
D1 Training does not provide direct or indirect financing for franchisees.
“For anyone who has played sports at a high level, you just recognize it. The core programs, the space. The first time I walked into D1 Cool Springs, and other D1 facilities, from the aspect of an athlete, it felt like home … I’m most excited to see the smiles and be a part of the athletic stories of this community. I had a parent say recently, ‘I’ve not been able to get my kid to do ten pushups, and he just did fifteen.’ That’s what it’s about.”
- Danny Spond, Franchisee — Aurora, Ohio (Read his story here)
The U.S. gym and fitness center industry continues to expand as consumer demand for health and wellness rises. Industry revenue is estimated at about $45.7 billion in 2025, growing at roughly a 7.1% compound annual growth rate in recent years, while gym memberships reached record levels of about 77 million Americans in 2024, representing roughly a quarter of the population. The sector includes nearly 94,000 fitness facilities nationwide, and analysts expect steady mid-single-digit annual growth over the next several years as health awareness, strength training trends and wellness spending continue to increase.
D1 Training competes with traditional gyms, boutique fitness studios and specialized sports performance facilities. Its main distinction is a coach-led training model that combines athletic development programs for younger members with adult fitness services.
Primary competitors include Orangetheory, F45 Training, Athletic Republic, Parisi Speed School and Anytime Fitness. D1 differentiates itself through its emphasis on athletic coaching, age-specific programming and performance training for both scholastic and adult members.
D1 Training divides its franchise development process into two phases. The initial discovery and decision process generally takes 60–90 days, while the period between signing the franchise agreement and opening a facility typically takes approximately 12 months.
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