A platform, not a single gym.
Fitura Brands is the parent platform behind three performance concepts. Each concept has its own identity, operating model and franchise disclosure document, while benefiting from the shared Fitura Brands platform.
From the Latin -ura. Built for Better.
A suffix meaning structure and purposeful design, chosen to describe the system rather than the workout: better facilities, better programming, better economics per square foot.
A scalable, multi-brand performance platform
Fitura unites fitness and structure, engineering community-first performance brands across padel, athletic reformer and contrast recovery. Each concept keeps its own identity and operating model while sharing services, technology and leadership under one platform.
Why a holding company, not a single brand.
Three complementary concepts under one strategic umbrella are designed to reduce category risk, balance seasonality and unlock shared resources across real estate, design, staffing and marketing. Cross-brand memberships, co-located facilities and unified systems are built to support multiple revenue lines and more scalable development pathways than a single-concept strategy.
How value and control flow.
Fitura's structure gives clear ownership of intellectual property, predictable revenue flow and investor protection.
Fitura HoldCo, Inc.
A Delaware C-Corporation sitting above the portfolio, with board oversight and centralized FP&A.
One services company across all brands
Marketing, sales, real estate, training and technology functions operate cost-plus across every concept rather than being rebuilt brand by brand.
A separate company per concept
Padel//Swt, Core Precinct and contrastheory each own their own IP and trademarks, sell their own franchise agreements and collect their own fees and royalties.
Brand-level leadership, consolidated reporting
Presidents and general managers run each brand. Each brand maintains separate Franchise Disclosure Documents and escrow accounts, with reporting consolidated at the HoldCo level.
Built for scale and credibility.
Partnerships give the platform an immediate edge in speed, cost and credibility across all three brands.
Greenset Padel, U.S. distribution
A working letter of intent with Europe's leading padel court manufacturer, backed by more than 25,000 global installations including the Australian Open and the Rafa Nadal Academy.
LARC Architecture
The creative partners behind F45, FS8 and The Picklr, invested in Fitura and leading architectural standards, real estate playbooks and brand identity across all three concepts.
SABRE Business Consulting and JLL
A national retail advisory program plus construction and development relationships, including Daltile and multi-site developers, that accelerate rollout.
Technology and lifestyle relationships
Collaborations across the fitness ecosystem including TRX, ClassPass, Mindbody and Playbypoint, alongside lifestyle brand relationships that support sponsorship and experiential activations.
HQ carries the parts that don't scale locally.
Class design, national campaigns, paid media, site selection and the technology stack are centralized at brand level. Franchisees run people, members and the local market. It's the division of labor Fitura's leadership built at F45, FS8 and The Picklr, documented as a system from day one.
Three concepts, one purpose-built operating system
Padel//Swt, Core Precinct and contrastheory share programming, technology, supply and real estate expertise. Development configurations and co-location opportunities are subject to the applicable Franchise Disclosure Documents and franchise agreements.
James Hurlock
A seasoned executive team with decades of experience building, scaling and operating global fitness, wellness and lifestyle brands.
Request the Fitura Brands franchise information kit.
Tell us which concept interests you, the market you have in mind, and your background. A Fitura franchise consultant will validate fit, share detailed investment information, and walk you through our discovery process. Qualified candidates receive the Franchise Disclosure Document (FDD) as the next step.
Submitting this form does not constitute an offer to purchase a franchise. See the disclaimer below.
