The wellness-focused holding company is introducing its multi-franchise format with three key brand concepts that leverage some of the fastest-growing sectors in the industry
A new wellness-driven holding company is coming on the scene, bringing a multi-concept franchising platform that taps into three of the industry’s fastest-growing markets in fitness: padel, Pilates and contrast therapy.
Fitura Brands is entering the industry after an initial financing round at a $20 million pre-money valuation, backed by founder and CEO James Hurlock, a senior fitness executive with experience scaling multi-unit franchise systems including F45 Training, FS8 and The Picklr.
The three brand concepts include:
Padel SWT: A combination of premium indoor courts, structured league ecosystems, hospitality-driven environments and integrated performance training made to enhance competition, community and modern racquet sport culture.
Core Precinct: High-intensity reformer Pilates-based strength training with structured programming and premium studio experiences.
Contrast Theory: A performance recovery studio that features hot and cold therapy with structured contrast protocols, as well as breathwork. This concept operates as both a standalone franchise and a complementary co-location model with recurring memberships.
“Fitness consumers increasingly view training, competition, and recovery as part of the same performance journey,” Hurlock said. “Fitura was built to support that shift — creating a portfolio of specialized concepts that can operate independently while collectively forming a broader ecosystem across sport, training and recovery.”
credit: Fitura
Fitura’s structure focuses on allowing each concept to maintain its distinct brand identity, while capitalizing on shared backend systems to improve operational efficiency and franchisee support. In theory, that will make it easier to use structured franchise expansion to scale each concept.
For all three concepts, Fitura will focus on franchise development and compliance; vendor and equipment partnerships; brand and marketing infrastructure; site selection and standards; and training standards and operational playbooks.
Following its launch, the Utah-based company aims to become a leading multi-brand franchisor in the performance wellness sector, especially as padel, Pilates and recovery continue booming.
Fitura will join other brands tapping into the same markets, with fast-growing franchise Bodybar Pilates maintaining aggressive expansion plans into 2026, while Racquet 360 has just closed a $9 million funding round to expand padel in the U.S.
