Fitura Brands
A multi-concept fitness franchise platform with indoor padel clubs, athletic reformer Pilates and guided contrast therapy that can stand alone or stack under one roof.
What it is
Fitura Brands is a Utah-based fitness franchisor founded by James Hurlock, former Chief Partnerships Officer at F45 Training. It owns Padel//SWT (big-box indoor padel), Core Precinct (strength-based athletic reformer Pilates) and ContrasTheory (guided contrast therapy). Fitura launched in 2026 at a $20M pre-money valuation.
Who it's for
Franchisees and multi-unit operators who want premium fitness concepts that fit spaces from about 2,000 to 25,000 sq ft, and members who want sport, strength and recovery in one place.
Why it's better
- •Three concepts that stand alone or co-locate, so franchisees can take more sites.
- •Built its team, tech (ABC Fitness) and programming (ONE FIIT) before scaling.
- •Turns away 70 to 80% of franchise applicants.
- •Led by an operator who scaled F45 Training through its NYSE IPO.
Heard on AI for Founders
Fitura Brands was featured in an episode of the AI for Founders podcast. Hear the full conversation.
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