Toy Rejoins the Fitness Franchisor after More Than a Decade
D1 Training, a leading fitness franchisor, tapped Matt Toy as vice president of marketing. With this position, he will oversee the fitness franchisor’s marketing communication, advertising planning, brand vision and more. Toy previously worked for D1 from 2007-2012 in different capacities.
“I’m looking forward to seeing the brand continue to grow. D1 has done such a good job of building the systems and structures to be successful on the individual franchise level. I’m excited to build on their success and watch the D1 brand take off. I’m also excited to see local franchises bring communities together around such a positive business,” Toy said.
He loves the D1 brand and what it stands for. As a parent, he has seen the fitness franchisor help his kids pursue their dreams. From a business perspective, Toy believes that D1’s culture is contagious and all about community. Toy also notes that the fitness industry is incredibly resilient because of people who are committed to their health, especially in the last few years. He believes healthy living is infectious when people see results, and he is honored to tell D1’s success stories.
D1’s leadership team is excited to have Toy take on this role. “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,” said Chief Operating Officer Dan Murphy.
Toy and Franchising
Toy got his start at D1 when it had just three locations. The fitness brand saw great growth in his first six years, he said, adding that it had famous co-owners like Tim Tebow and Peyton Manning. Since Toy left for over a decade, D1 grew to 88 locations. Toy enjoys the challenge of growing a brand and empowering franchisees. During his time away, Toy worked for Yik Yak, a pseudonymous social media app, and Trevecca Nazarene University.
Toy believes that entrepreneurs get the best of both worlds in franchising, by owning their own business with support. While being an entrepreneur can be lonely, a good franchise provides the encouragement and resources to ensure business owners never feel alone, he added. He thinks that franchisees should embrace the different tools at their disposal for the best chances of success.
Great Marketing Campaigns
A marketing team needs to be available and listen to people, Toy said. He thinks a great campaign is a blend of good data informing decisions while also taking the time to experience the product on the local level.