Leading Fitness Franchise Strengthens Leadership Team with Seasoned Marketing Expert Driving Brand Recognition
D1 Training announces the appointment of Matt Toy as Vice President of Marketing.
Toy previously worked with D1 in the marketing department from 2006-2012. He played a strategic role in helping advance the brand from three to 21 locations, while strengthening overall brand recognition. He rejoins D1 in this leadership position in which he will be responsible for brand vision, marketing communication, advertising planning, and more. In this role, he aims to continue to evolve the D1 brand to be synonymous with excellence in training and business, all while providing increased support to franchisees to help drive led generation.
“Over the 11 years I’ve been gone from D1, I’ve been watching closely and cheering on the team from the sidelines,” said Toy. “It’s been incredible to see the brand’s evolution and its development into an industry leader. I’m thrilled to be back and have the opportunity to take D1 to new heights, as we continue to build the brand to be one of the most recognizable names in the training and fitness space.”
Toy brings to the team a high-level of knowledge and expertise, boasting more than a decade of marketing and communications experience. He previously served as the Head of Trust & Safety, Customer Service & Public Relations for Yik Yak, a pseudonymous social media smartphone application, where he was part of the team that relaunched the app in 2021. Prior to that, he built a career in the education space, overseeing marketing at Trevecca Nazarene University, where he helped double enrollment numbers during his tenure.
"It is a privilege to welcome Matt back to D1 as our Vice President of Marketing,” said D1 Training Chief Operating Officer, Dan Murphy. “Matt's previous experience with D1 and his proven track record in driving brand recognition and growth make him an excellent addition to our leadership team. As we aim to expand our franchise and elevate our brand to new heights, Matt's expertise and strategic vision will be instrumental. We look forward to his contributions in positioning D1 as a premier name in the training and fitness industry, while providing unparalleled support to our franchisees as we continue to grow our brand footprint."
D1 has set forth an aggressive development goal to award over 100 territories in 2023, bringing D1’s total number of units in development to over 250. Alongside this impressive growth is strong performance. According to D1 Training’s Franchise Disclosure Document, the average gross revenue for D1 franchised businesses in 2022 was $870,884 with same store revenues up 13% from the previous year*.
All locations offer three core training programs, Scholastic (Rookie, Developmental, Prep and Overtime), Adult and Pro. Each fitness program is based on the five athletic-based tenets: dynamic warm-up, performance, strength program, core and conditioning, and cool down. Outside of group workouts, D1 offers one-on-one training with world-class coaches.
D1 Training has experienced strong same-store-sales growth year-over-year as the industry remains strong as ever, with an untapped growth potential in scholastic training. The competitive landscape of youth sports is ever changing and having access to a place like D1 - where young athletes can hone their skills – is becoming increasingly important. This paired with D1’s adult and personal training programs are providing an unmatched opportunity.
*This information appears in Item 19 of our current FDD – please refer to our FDD for complete information on financial performance. Results may differ. There is no assurance that any franchisee will perform as well.\