D1 Training’s Partnership with Franchise FastLane Translates to Increased Franchise Sales

Once a franchise begins growing beyond its in-house capabilities, it’s crucial for franchisors to decide whether to outsource duties or maintain them internally. For Will Bartholomew, Founder and CEO of D1 Training, the choice was easy.

A fitness company designed for both youth and adult training programs, D1 Training provides specialized facilities and equipment, sports science methodology and targeted workouts akin to those that Division I athletes receive. Based out of a single fitness space for 18 years, D1 Training sought to expand beyond the gym and began franchising in 2017.

Partnership benefits

In November 2017, D1 Training became partners with Franchise FastLane. Bartholomew knew it was necessary to work in tandem with a franchise sales and development specialist. Such an organization would help in the promotion and sales of franchise locations, the candidate qualifying process and franchise marketing tactics.

“For nine months we tried franchising and marketing the company on our own, setting everything up and figuring out what was needed,” said Bartholomew. “We debated about whether to keep everything in-house or outsource. I remember watching similar franchises on their own that didn’t succeed. So we started interviewing outside sales companies once we came to the conclusion that we needed to outsource certain tasks.”

A well-established brand, D1 Training has attracted many franchisees, some of whom are celebrity athletes. Bartholomew knew, however, that an established franchise development partner with connections to a robust consultant network would be able to grow D1 Training’s franchise location count and reach qualified candidates in ways D1 Training couldn’t do alone. Bartholomew recalled interviewing multiple franchise sales organizations, companies who would service the brand with targeted marketing and franchise units being sold and developed. Franchise FastLane stood out as the ideal partner.

“When picking a partner franchise sales organization, it was critical to us that they exude and support the same mentality as our brand,” said Bartholomew. “It was important that everyone’s culture and values aligned, knowing and understanding connections on all fronts. We chose Franchise FastLane for that very reason, their practicality and tactical approach a worthwhile addition.

The individuals we work with have sat in our seats before. FastLane has successfully matched us with someone on their end who knows and understands exactly what we’re looking for in terms of development and growth.”

Indeed, Franchise FastLane is a dedicated partner organization that understands the culture and values of D1 Training and uses that as a means of identifying and successfully marketing the brand to qualified franchisees. After D1 Training partnered with Franchise FastLane, the company saw a staggering increase in franchise units being sold to qualified candidates.

Franchise sales growth

“Prior to starting with FastLane, D1 Training had gained six franchisees,” explained Bartholomew. “But FastLane has a great process for identifying qualified candidates, which optimizes our ability to provide support to franchisees. Just last year, we awarded 58 new franchise locations.”

While D1 Training was recognized throughout the fitness industry, the brand wasn’t yet known in the world of franchising. Since partnering with Franchise FastLane in 2017, that has changed immensely for the better; the rapid growth achieved as a result of the partnership has established the brand as a force to be reckoned with in the franchising space.

Before working with Franchise FastLane, Bartholomew expressed that the strength of D1 Training's offering didn't translate to equivalent brand recognition. However, after utilizing Franchise Fastlane's expertise and consultant networks, Bartholomew said that the brand’s awareness increased significantly within the franchise world.

“As a partnership, we ask ourselves: ‘how do we keep making this better?’ And, when you have that support and expert industry knowledge from a franchise sales organization, it makes the partnership strong. They are not just servicing us, they are working with us,” said Bartholomew.

When asked what matters most when choosing a franchise development partner, Bartholomew emphasized the need for mutual understanding and appreciation of one another’s cultures and values.

“Franchise FastLane’s alignment of cultures and values with those of D1 Training makes us excited to continue working with their team,” Bartholomew said. “Every brand has its own culture; ours is the teamwork, fun and laughter within our company that our team experiences while promoting fitness for all. With FastLane, they know that’s important to our brand, and it shows.”