Fitura Brands Launches $20M Franchise Platform Across Padel, Pilates, and Recovery

Fitura Brands Inc., a performance-driven wellness holding company, today announced its official launch following an initial financing round at a $20 million pre-money valuation. The company is building a franchise-ready platform across three of the fastest-growing sectors in fitness: racquet sports, athletic reformer Pilates, and contrast therapy recovery.

The US wellness economy now exceeds $1 trillion, with racquet sports, Pilates, and recovery emerging as some of the fastest-growing segments within the industry. Fitura Brands was designed from inception as a multi-concept franchise platform, combining premium consumer experiences with scalable operating systems, centralized infrastructure, and franchise-ready development frameworks.

Padel//SWT

Padel//SWT is a next-generation indoor padel club built for competition, community, and modern racquet sport culture.

Padel//SWT combines premium indoor courts, structured league ecosystems, hospitality-driven environments, and integrated performance training to reimagine the racquet club as a modern sport and social destination.

Padel is widely recognized as one of the fastest-growing racquet sports globally, with rapid infrastructure expansion underway across the United States.

Core Precinct

Core Precinct blends classical reformer precision with athletic strength programming designed for today’s performance-focused consumer.

The concept combines structured programming, premium studio environments, and high-intensity reformer-based strength training to position the reformer as a platform for modern strength and performance.

ContrasTheory

ContrasTheory is a performance recovery studio built around hot and cold immersion, breathwork, and structured contrast protocols designed to accelerate recovery and resilience.

As recovery becomes an essential pillar of modern training, ContrasTheory operates as both a standalone franchise concept and a complementary co-location model, supported by recurring membership structures and operational simplicity.

The brand emphasizes structured protocols and operational simplicity to support multi-unit franchise growth.

A Franchise-First Infrastructure Strategy

Unlike many single-brand fitness startups, Fitura Brands has been structured from inception as a multi-concept holding company.

The platform centralizes:

• Franchise development and compliance
• Vendor and equipment partnerships
• Brand and marketing infrastructure
• Site selection and architectural standards
• Training systems and operational playbooks

This architecture allows each concept to maintain a distinct brand identity while leveraging shared backend systems, improving operational efficiency and strengthening franchisee support.

Experienced Leadership With Scale Expertise

Fitura is led by Founder & CEO James Hurlock, a former professional athlete and senior fitness executive with experience scaling multi-unit franchise systems across North America and internationally with brands such as F45 Training, FS8 and The Picklr.

The executive team brings deep experience across the critical disciplines required to scale modern fitness platforms, including:

• Franchise sales, development, and compliance
• Multi-site operations and brand standardization
• Supply chain strategy and vendor partnerships
• Strategic brand partnerships and commercial alliances
• Performance programming, coaching development, and instructor education

This leadership depth positions Fitura to scale its concepts through structured franchise expansion supported by proven operational systems.

A Platform Built for the Next Era of Fitness Franchising

“Fitness consumers increasingly view training, competition, and recovery as part of the same performance journey,” said Founder & CEO James Hurlock. “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.”

By bringing together high-growth modalities under a single scalable platform, Fitura aims to become a leading multi-brand franchisor in the performance wellness category.