D1 Training Member Survey Reflects Growing Fitness Industry Shift Toward Strength Training

D1 Training, a leading athletic-based training concept for people of all ages, is seeing new member data align with a broader shift in the fitness industry toward strength-focused training.

In a recent survey of more than 1,700 members across the D1 network, strength emerged as the primary factor influencing adult member retention. The finding comes as strength training continues to gain momentum across the fitness industry, with consumers increasingly prioritizing building strength, improving performance and supporting long-term health over fitness routines centered primarily on cardio and weight loss.

For D1, the trend closely aligns with the athletic-based training model the brand has delivered for more than two decades. Member feedback also reinforced how central strength is to why athletes stay engaged and keep progressing at D1. Additional survey findings include:

• Strength ranked as D1’s top self-reported member improvement, ahead of fitness and energy, body composition, and confidence.
• 79% of youth athletes said getting stronger and faster is what they like most about training at D1.
• 66% of youth athletes identified strength as the area where they’ve improved the most since joining D1.
• Strength and weight room training ranked as adult members’ favorite part of a D1 workout, ahead of team energy and performance training.

“What we’re seeing from our members reflects the direction fitness is heading overall,” said Jeff Fish, Senior Director of Coaching for D1 Training. “People are increasingly focused on getting stronger and improving what they can do, rather than training around a number on the scale. That makes quality coaching even more important because our coaches are responsible for meeting athletes where they are, helping them progress and giving them a reason to keep coming back.”

D1 Training Brings More Than 100 Coaches Together for 2026 Coach Summit

As D1 continues to see strength and coaching drive member engagement, the brand is also investing in the development of coaches across its growing network.

D1 recently hosted its 2026 Coach Summit, bringing together more than 100 coaches from across the system in New Orleans for two days of education and professional development. Held June 25-26, the summit included D1’s continued participation in the Manning Passing Academy, marking the brand’s 17-year relationship with the annual football camp, as well as a second day at the New Orleans Saints practice facility featuring a keynote from longtime NFL strength and conditioning coach Jeff Friday and professional development focused on athlete performance and coaching.

D1 also recognized standout coaches and facilities during its annual Coach Summit Awards. Alonzo Davis of D1 Huntington Beach received the Kurt Hester Award as the system’s top coach, Kaitlin Holman of D1 Spartanburg earned the D1 Way Award, and D1 Cool Springs received the D1 Core Values Award.

“Our coaches are central to the experience we provide athletes every day,” said Will Bartholomew, founder and CEO of D1 Training. “The Coach Summit gives them an opportunity to sharpen their skills, learn from one another, and return to their facilities with new ideas and lessons they can put into action.”

D1 Sets Sights on 200th Location

The summit comes as D1 Training continues to expand its national footprint, with 170+ locations open nationwide and its sights set on opening its 200th location in 2026. The brand is seeing accelerated growth, closing out 2025 having awarded more than 90 new franchise agreements and opened more than 40 new facilities, exceeding its expansion goals for the year.

That momentum has carried into 2026, with recent openings including the brand’s first Maryland location in Gambrills and a newly announced facility at the Gregg Young Sports Campus in Norwalk, Iowa. D1 was also recently named a Top 10 fitness franchise in Entrepreneur’s 2026 industry rankings.

As the system scales, the Coach Summit empowers and equips coaches across the network with the knowledge required to deliver a consistent high-quality athlete experience. For more information about D1 Training and franchise opportunities, visit d1training.com and D1franchise.com.