I lead creative direction for D1 Training,
shaping how the brand shows up across campaigns, facilities, digital platforms, retail, and national events for 150+ franchise locations. My work includes launching D1’s first ecommerce gear store now pacing toward $1M in annual revenue, leading a full website redesign that increased Google ranking 22% and drove 184K users in two months, and directing national campaigns featuring Tim Tebow and Chris Paul generating 23M impressions. I also built a scalable Canva Enterprise design system with 2,760 templates powering more than 38,000 franchise-created assets in 2025 while helping reduce new facility buildout costs by roughly $40K per location through brand-led design improvements.
Website Redesign
I led the creative redesign of the D1 website from the ground up, re-envisioning how the brand presents itself digitally. The work went beyond design. I restructured the visual hierarchy, clarified how our training products are communicated, and helped shape the strategic messaging that anchors the brand online, including coining the phrase “Train Like an Athlete.” After 20 years on a legacy platform, the redesign created a clearer and more compelling digital front door for the business, increasing Google ranking by 22% and driving 184K unique users in the first two months.
Gear!
I launched D1’s first wholesale and B2C ecommerce gear store, building the program from concept to execution. I led product strategy, apparel design, seasonal collection planning, and R&D, including sourcing and developing relationships with key manufacturing partners to produce high-quality custom gear. The store now serves both members and franchise locations nationwide, generating $150K in its first nine months, scaling to roughly $500K in year two, and pacing toward $1M+ in year three.
Marketing Calendar
I created and implemented D1’s first Monthly Marketing Calendar, establishing a clear communication and planning system for franchisees that previously did not exist. I designed the strategy and framework to guide how each location approaches marketing each month, aligning national campaigns with local execution. The calendar includes ready-to-use design templates I create, social content ideas, promotional guidance, and grassroots marketing strategies that help franchisees execute consistently and effectively. The program has seen strong adoption across the franchise system, equipping owners with both the plan and the creative assets needed to market their businesses with confidence.
Franchise Summit
Transformed Franchise Summit into a fully immersive brand experience, leading event design, environmental branding, stage production, and media execution; achieved a world-class NPS of 77 (83 respondents) in 2025, reflecting exceptional franchisee satisfaction.
Coach Summit
Coach Summit also serves as a platform for education. Developing and delivering content that equips our coaches to lead at the highest level. From hands on training sessions to brand aligned teaching materials, we create tools that sharpen their craft, unify our coaching standards, and elevate the D1 experience nationwide. This is a key event for our partnership with The Manning Passing Academy. Take a look at a few highlight videos below.
Chris Paul & Tim Tebow
I led the creative development and production of 20+ national campaigns featuring Tim Tebow and Chris Paul, bringing D1’s mission to life through storytelling that elevated the brand and inspired athletes nationwide to train like pros. The campaigns generated 23M impressions and supported both member acquisition and franchise development.
One of 6 videos produced with Tim to help D1 sell franchises and get members in the door.
One of 12 videos we released in our What is D1 campaign. Helping inform people who we are and what we do with an all-star team.
In-Season Training
I served as lead creative for the In-Season Training campaign, aligning creative strategy with the sports calendar to support seasonal revenue. The campaign reframed how athletes and parents think about training during competition, positioning D1 as the place athletes go to stay strong, healthy, and game-ready all season long.
Training Looks D1fferent Here
A brand campaign designed to clearly define who D1 Training is and what makes our experience different. The work focuses on showing—not telling—how expert coaching, intentional programming, and a high-performance environment come together to deliver real results. Through bold visuals and clear messaging, the campaign helps athletes and parents quickly understand what D1 offers and why training at D1 is not the same as a traditional gym or personal training studio.
National Challenge
I led the creative strategy and national rollout of the D1 National Challenge, a system-wide performance campaign designed to drive member engagement, retention, and measurable transformation across 150+ locations. I developed the campaign identity, messaging framework, and scalable asset system across digital, in-gym, social, email, and retail touchpoints, equipping franchisees with everything needed to execute locally. This year I also established the long-term National Challenge brand platform, intentionally designing it to evolve with new yearly themes while becoming a nationally recognized program within the D1 ecosystem. We hit 5.2M impressions in one month of running ads.
Annual Promotions
On Black Friday I helped drive $1M in sales in two days. Promotions at D1 are strategic and unified. Through our “Run the Play” system, GMs and owners get ready to launch campaigns that drive engagement, boost revenue, and keep D1 top of mind year-round. These plays are thoughtfully placed in key times of the year to drive revenue. Here are a few creative plays below.
Facility, Brand presence, Equipment, and signage
I lead facility, equipment, and environmental branding at D1 Training, shaping how the brand shows up across our spaces—from paint colors and spatial design to retail, lighting, and environmental graphics—while directing system-wide redesigns that reduced buildout costs by ~$40K per location. I also developed our custom equipment brand, designing our own rack systems, kettlebells, sleds, weights, and more, with plans to expand into equipment sales supported by branded catalogs and magazines. I launched the “One More Rep” bar tagline, lead creative for key events, and am currently helping redesign key areas of the home office as a preview of where the brand is heading.
More brand development with verticals D1 owns
I helped shape sub-brands and design systems across the D1 ecosystem, creating distinct experiences while maintaining a cohesive core identity. Strive Village introduces young athletes to movement through a fun, approachable brand. D1 Camps deliver high-energy, immersive training experiences. D1 Combine positions D1 as a data-driven performance authority. Each is supported by a scalable design system that balances consistency with flexibility across audiences and touchpoints.
