Fitura Brands Launches $20M Wellness Franchise Platform

New holding company aims to transform racquet sports, pilates, and recovery through franchising.

Mar. 13, 2026 at 6:29pm

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Fitura Brands Inc., a Salt Lake City-based performance-driven wellness holding company, has announced its official launch with a $20 million pre-money valuation from an initial financing round. The company has created a multi-concept platform that can grow quickly through franchising, focusing on three of the most explosive segments in the modern wellness economy: racquet sports, athletic reformer pilates, and contrast therapy recovery.

Why it matters

Fitura's franchise-first architecture allows its brands to benefit from shared resources in marketing, site selection, and architectural standards while maintaining their individual brand identities. This model aims to streamline the path for entrepreneurs looking to enter the high-end wellness market, which is expected to continue its rapid growth as the U.S. fitness industry enters a trillion-dollar era.

The details

Fitura's key concepts include Padel//swt, a cutting-edge indoor racquet sports club; Core Precinct, which reimagines conventional pilates with high-intensity, performance-focused training; and Contrastheory, a recovery-focused studio utilizing hot and cold immersion, breathwork, and contrast therapy protocols. The company was engineered by founder and CEO James Hurlock, a former professional athlete and executive with experience scaling major fitness systems like F45 Training and The Picklr.

  • Fitura Brands Inc. announced its official launch in March 2026.

The players

Fitura Brands Inc.

A Salt Lake City-based performance-driven wellness holding company that has launched a $20 million franchise platform focused on racquet sports, pilates, and recovery.

James Hurlock

The founder and CEO of Fitura Brands, with a background as a former professional athlete and executive who has scaled major fitness systems like F45 Training and The Picklr.

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What they’re saying

“Fitness consumers increasingly view training, competition, and recovery as part of the same performance journey. Fitura was built to support that shift by creating specialized concepts that operate independently while forming a broader ecosystem.”

— James Hurlock, Founder and CEO, Fitura Brands (tennistonic.com)

The takeaway

Fitura Brands' launch marks a significant shift toward consolidated holding companies in the fitness industry, where shared operational support serves as the backbone for diverse, specialized wellness brands targeting high-growth segments like racquet sports, pilates, and recovery.