---
title: "Fitura Brands has big fitness franchise plans"
url: https://burnaze.com/article/0a3d7a16-0c42-40fe-af04-5da4480814f1
source: "Franchise Magazine USA"
original_url: https://franchisemagazineusa.com/fitura-brands-has-big-fitness-franchise-plans/
author: "Andrew Carlo"
category: "Boutique fitness"
industry: "Fitness"
segment: "Boutique fitness"
published: 2026-03-16T00:26:16.000Z
modified: 2026-11-01T00:53:08.457Z
image: https://franchisemagazineusa.com/wp-content/uploads/2026/03/Fitura_Brands.jpg
---

# Fitura Brands has big fitness franchise plans

**TL;DR:** Fitura Brands, Inc. plans to offer franchise opportunities in racquet sports, athletic reformer Pilates, and contrast therapy recovery after completing a $20 million initial financing round. The company is led by founder and CEO James Hurlock, a former professional athlete and senior fitness executive with experience scaling multi-unit franchise systems.

*By Andrew Carlo, originally published in Franchise Magazine USA on 2026-03-16. [Read the original](https://franchisemagazineusa.com/fitura-brands-has-big-fitness-franchise-plans/).*

## Key facts

- Fitura Brands has $20 million in funding
- Three new fitness brands: Padell//SWT, Core Precinct, Contras Theory
- Founder James Hurlock has multi-unit franchise experience

## Story

A holding company with a focus on fitness is launching a franchise platform across multiple sectors.

Fitura Brands, Inc. describes itself as a “performance-driven wellness holding company” and has completed an $20 million initial financing round. Now the company plans to offer franchise opportunities in racquet sports, athletic reformer Pilates, and contrast therapy recovery.

The franchise platform’s new fitness brands include Padell//SWT, Core Precinct, and Contras Theory. Fitura said it has been designed as a multi-concept franchise platform combining premium consumer experiences with scalable operating systems, a centralized infrastructure, and franchise-ready development frameworks.

Fitura is led by founder and CEO James Hurlock, a former professional athlete and senior fitness executive with experience scaling multi-unit franchise systems across North America and internationally. Brands Hurlock has worked with include F45 Training, FS8, and The Picklr.

## Fitness brand concepts

“Fitness consumers increasingly view training, competition, and recovery as part of the same performance journey,” said Hurlock. “Fitura was built to support that shift by creating specialized concepts that operate independently while forming a broader ecosystem.”

Padel//SWT is being billed as a next-generation indoor padel club built for competition, community, and modern racquet sport culture. The concept combines premium indoor courts, structured leagues, hospitality-driven environments, and integrated performance training to create a modern sport and social destination. Padel is a fast-growing sport that combines features of tennis and squash.

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 training to position the reformer as a platform for modern strength and performance.

ContrasTheory is a performance recovery studio built around hot and cold immersion, breathwork, and structured contrast therapy protocols designed to accelerate recovery and resilience. The concept operates as both a standalone franchise model and a complementary co-location format supported by recurring membership structures.

## Platform operations

Fitura said its platform centralizes franchise development, vendor partnerships, marketing infrastructure, site selection, architectural standards, and operational training systems.

## Entities

- Fitness (sector)
- Franchise Magazine USA (publication)
- Andrew Carlo (person)
- fitness franchise (topic)
- F45 Training (company)
- multi-unit franchise (topic)
- Picklr Inc. (company)
- FS8 (company)
- franchise platform (topic)
- initial financing (topic)

---
Originally reported by Andrew Carlo, Franchise Magazine USA (https://franchisemagazineusa.com/fitura-brands-has-big-fitness-franchise-plans/). Summarized by Burnaze (https://burnaze.com/article/0a3d7a16-0c42-40fe-af04-5da4480814f1).