Who We Are
Fitura Brands is a modern fitness and wellness holding company purpose-built to launch, scale, and operate category-defining performance brands.
We unite fitness and structure — engineering scalable, community-first concepts across padel, contrast recovery, and athletic reformer. Each brand is designed to thrive independently while benefiting from shared leadership, centralized services, and unified technology under one data-driven HoldCo platform.
Our model blends brand, real estate, operations, and technology to create durable businesses that scale efficiently and perform consistently.
- Centralized leadership and shared services
- Proven franchise and real estate playbooks
- Brand-specific positioning with platform-level leverage
- Designed from day one for national expansion
Leadership Snapshot
Experienced operators behind category-defining fitness brands.
James Hurlock
Founder & CEO
The Picklr, F45 Training
Jason Bauerle
CDO
Sports facility & construction
Steve Rockman
CMO
TruFusion, Incrediwear
Brandon Halcott
CFO
Multi-location growth, M&A
Jeff King
CTO
Amazon, AI platforms
Kerry Souter
CHRO
Global People & Culture
Where Our Team Has Built
Why We Exist
The fitness industry is crowded — but fragmented.
Too many brands scale quickly without operational discipline. Others are operationally sound but lack brand power, cultural relevance, or scalability.
Fitura Brands exists to build the next generation of performance lifestyle brands — businesses with substance, not trends.
By housing multiple complementary concepts under one holding company, we:
- Reduce single-category risk
- Balance seasonality and consumer usage patterns
- Unlock shared efficiencies across design, staffing, and marketing
- Create a more resilient, investable platform
Our mission is simple: build enduring brands that perform — operationally, financially, and culturally.
Our Brands
Independent concepts. One powerful platform.
PADEL//SWT
A premium indoor padel club experience engineered for the U.S. market — blending sport, hospitality, and community into a scalable, high-utilization model.
Learn MoreContrast Theory
A modern contrast therapy concept delivering recovery, longevity, and performance through sauna, cold plunge, and guided protocols — built for strong margins and compact real estate.
Learn MoreCore Precinct
A next-generation reformer and strength training concept combining classical precision with athletic intensity — designed for the modern, results-driven consumer.
Learn MorePartner With Fitura
Fitura Brands collaborates with investors, landlords, developers, suppliers, and strategic partners who share our vision for building the future of performance fitness.
Whether you're looking to deploy capital, unlock real estate value, or align with category-leading brands, Fitura offers a platform designed for long-term growth.
Franchising
Built for operators. Backed by infrastructure.
Fitura Brands is a franchise-first platform designed to give operators a real advantage from day one.
Our franchise partners benefit from:
- Experienced leadership with global franchise scale expertise
- Centralized real estate, construction, and design standards
- National partnerships and preferred vendor economics
- Scalable technology, marketing, and data systems
- Brand support without brand dilution
By franchising multiple concepts within one platform, Fitura unlocks:
- Faster site selection through flexible footprint requirements
- Optional multi-brand ownership strategies
- Shared staffing, marketing, and membership synergies
- A clearer path to royalty sufficiency
We don't just sell franchises. We build operators — and brands — that last.
Application Process
Fill out the web form to get started
Schedule an Introduction Call
Fill out Franchise Application
Obtain and Review Franchise Disclosure Document (FDD)
Meet The Fitura Brands Franchise Team
Build the Next Generation of Performance Culture
Request the Franchise Deck and schedule an introductory call.