Key Takeaways
- D1 Training serves over 100,000 scholastic athletes annually across 170+ locations nationwide
- The athletic training franchisor has 200+ additional locations in various stages of development
- Private equity firm Princeton Equity Partners invested in D1 in November 2021, though stake size remains undisclosed
- Youth sports market projected to expand from $62 billion in 2026 to $154.5 billion by 2032
- D1’s sale process follows 3Step Sports’ exploration and LiveBarn’s pending $400 million acquisition by GTCR
Athletic Training Franchisor Engages Investment Bank
D1 Training, the Nashville-based athletic training company founded by former NFL player Will Bartholomew, has hired Harris Williams to explore a potential sale, according to three sources familiar with the matter. The asking price remains unclear.
Harris Williams specializes in advising private equity firms and their portfolio companies on transactions. D1 Training, Harris Williams, and Princeton Equity Partners declined to comment on the process.
Princeton Equity Partners invested in D1 Training in November 2021, though the firm’s stake size was not disclosed. Princeton focuses on franchisor and multi-location businesses. Its current portfolio includes Barry’s, a fitness studio chain, and Stretch Zone, which offers practitioner-assisted stretching. The firm previously owned and exited investments in Massage Envy, Sola Salons, and Woodhouse Spa. In 2023, Princeton raised $575 million for its second fund, a 63% increase from its first $352 million fund in 2021.
Expanding Footprint and Youth Athlete Focus
Bartholomew launched D1 Training after a knee injury ended his NFL career. The company provides strength and conditioning programs targeting youth athletes, adults, and professional athletes.
D1 operates more than 170 locations across the United States with an additional 200+ sites in various stages of franchise development. The company employs 52 corporate staff members. According to a January statement, D1 plans to open its 200th location in 2026 and expand its youth sports camps.
The company serves over 100,000 scholastic athletes annually, with a significant portion of revenue coming from athletes aged seven to 18 who participate in organized school sports, according to a February 10 statement.
Professional athletes including Tim Tebow, Chris Paul, and Peyton Manning serve as brand ambassadors for D1. All three are also reportedly D1 franchisees.
Broader Youth Sports Market Consolidation
D1’s sale process adds to growing merger and acquisition activity in the youth sports sector. In January, Sportico reported that 3Step Sports, the largest operator of youth sports clubs in the United States, hired Goldman Sachs to explore a potential sale.
GTCR is acquiring youth sports streaming service LiveBarn in a deal valued at approximately $400 million, according to Sportico.
The youth sports market continues to attract investor interest amid participation growth. The total addressable market for youth sports globally is projected to reach $154.5 billion by 2032, up from $62 billion in 2026, according to data from Business Research Insights and Kinetica.
Capital Formation Meets Fragmented Market Demand
Multiple private equity-backed youth sports companies entering sale processes within months suggests the sector is reaching a maturation point for early investors. Princeton’s 2021 investment timing, combined with typical private equity hold periods of four to six years, aligns with a potential exit window.
The fragmented nature of youth sports services creates opportunities for consolidation through both acquisitions and franchise expansion models. D1’s dual approach of corporate locations and franchise development positions the company across multiple growth strategies that appeal to buyers seeking scalable platforms in the youth athletics segment.
via: Sportico
image: D1 Training
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