A new player in the sports-wellness franchise sector is targeting the convergence of racquet sports, boutique fitness, and performance recovery. Fitura Brands Inc. has launched with an initial $20 million valuation, introducing a multi-concept franchise platform spanning padel, reformer Pilates, and contrast therapy recovery.
The company’s platform integrates three complementary concepts—Padel//SWT, Core Precinct, and ContrasTheory—designed to address the full spectrum of modern fitness participation: sport, strength training, and recovery. Fitura says the strategy aligns with the rapid growth of racquet sports, Pilates studios, and recovery-focused wellness services within the broader $1 trillion U.S. wellness economy.
The racquet-sports component, Padel//SWT, is designed as a modern club environment combining padel courts with organized play, leagues, and hospitality-driven social spaces. The concept aims to capture the growing North American interest in padel while positioning clubs as community-oriented destinations.
Complementing the racquet offering is Core Precinct, a boutique studio centered on reformer Pilates paired with performance-based strength programming, while ContrasTheory focuses on recovery services such as hot- and cold-water contrast therapy and guided recovery protocols. Recovery studios can operate as standalone locations or as integrated amenities within the company’s fitness and racquet sports facilities.
Fitura founder and CEO James Hurlock, a former professional athlete with experience scaling boutique fitness franchises including F45 Training and FS8, said the platform reflects a shift toward integrated performance lifestyles.
Rather than launching a single brand, Fitura is structured as a franchise-first holding platform, centralizing site selection, design standards, marketing, and operations to support multi-unit expansion across its concepts.
The launch underscores a broader industry trend as racquet sports venues increasingly incorporate fitness training and recovery services—creating hybrid wellness destinations that combine competition, training, and lifestyle under one scalable business model.
