Fitura Brands Inc., a Utah-based wellness holding company, announced its launch on March 11, 2026, following an initial financing round at a $20 million pre-money valuation. The company focuses on franchising in three fast-growing fitness sectors: racquet sports, athletic Pilates, and recovery therapy. Led by CEO James Hurlock, it aims to create a multi-concept ecosystem for performance-driven wellness.
Fitura Brands Inc. entered the fitness industry with a multi-concept franchising platform targeting padel, Pilates, and recovery services. The announcement came via a press release from Salt Lake City on March 11, 2026, after securing initial financing at a $20 million pre-money valuation. Founder and CEO James Hurlock, a former professional athlete with experience scaling franchises like F45 Training, FS8, and The Picklr, drives the company's vision.
The platform includes three distinct brands. Padel//SWT offers premium indoor padel courts, structured leagues, hospitality environments, and performance training to foster competition and community in the rapidly expanding racquet sport. Core Precinct provides high-intensity reformer Pilates with structured programming in premium studios, emphasizing strength and performance. ContrasTheory features hot and cold immersion, breathwork, and contrast therapy protocols for recovery, available as standalone franchises or co-locations with memberships.
Hurlock stated, "Fitness consumers increasingly view training, competition, and recovery as part of the same performance journey." He added, "Fitura was built to support that shift by creating specialized concepts that operate independently while forming a broader ecosystem."
Unlike single-brand startups, Fitura centralizes franchise development, vendor partnerships, marketing, site selection, and training across its portfolio. This shared infrastructure allows each brand to retain its identity while benefiting from operational efficiencies. The U.S. wellness economy, exceeding $1 trillion, underscores the potential in these segments, with padel infrastructure growing across the country.
Fitura plans to expand through franchising, positioning itself as a leader in performance wellness amid booming demand for these activities.