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 U.S. wellness economy now exceeds $1 trillion, with racquet sports, Pilates, and recovery among the fastest-growing segments. Fitura Brands was designed as a multi-concept franchise platform combining premium consumer experiences with scalable operating systems, centralized infrastructure, and franchise-ready development frameworks.

Next-generation indoor Padel//SWT

Padel//SWT is 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 widely recognized as one of the fastest-growing racquet sports globally, with infrastructure expansion accelerating 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 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 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.

A Franchise-First Platform

Unlike many single-brand fitness startups, Fitura Brands was structured as a multi-concept holding company. The platform centralizes franchise development, vendor partnerships, marketing infrastructure, site selection, architectural standards, and operational training systems. This structure allows each concept to maintain its own identity while benefiting from shared operational support and franchisee resources.

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 including F45 Training, FS8, and The Picklr.

“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.”

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

About Fitura Brands Inc.

Fitura Brands Inc. is a Utah-based wellness holding company developing franchise-ready concepts across racquet sports, athletic Pilates, and recovery. The company’s portfolio includes Padel//SWT, Core Precinct, and ContrasTheory.

More info about Fitura