Fitness Franchising

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.