Who's building it.
Core Precinct is being built by operators who have already scaled fitness franchises once, and are using that scar tissue to build the platform they wish they'd had.
James Hurlock
Founder & Chief Executive Officer, Fitura Brands Inc.
A former professional rugby player turned franchise operator, James Hurlock has spent over a decade leading some of the world's fastest-growing fitness and lifestyle brands.
He spent four years on the F45 Training executive leadership team, through the company's IPO, latterly as Chief Partnerships Officer leading global partnerships with Mark Wahlberg, David Beckham and Cindy Crawford. He was also founding CEO of FS8, launching the concept internationally and selling more than 120 locations in its first year.
As Chief Brand Officer at The Picklr, ranked #43 on the Inc. 5000 list of fastest-growing private companies, he built one of America's most recognizable pickleball brands from concept to national expansion, driving partnerships with Formula 1 and the Super Bowl Host Committee.
Core Precinct is the athletic reformer Pilates concept on the Fitura Brands platform, sitting alongside sister brands Padel//Swt (premium indoor padel) and contrastheory (contrast recovery), giving Fitura franchisees revenue diversity, shared marketing scale and stronger member lifetime value.
Who builds it, and who brands it.
Jason Bauerle
Chief Development Officer
Jason Bauerle brings decades of hands-on experience and innovation in sports facility development, expertise that enables Fitura Brands to open franchises faster, more efficiently, and to a consistent brand standard.
At The Picklr, Jason led the design and build of every location, developing a patented construction system that drove one of the fastest and most uniform national expansions in the indoor pickleball industry: 54 operational facilities within a 24-month period. His processes shortened build timelines, optimized costs, and delivered a level of quality control that set a new industry benchmark.
A licensed general contractor and seasoned entrepreneur, Jason has built thousands of courts and managed multiple construction and development companies throughout his career. He holds dual bachelor's degrees in Business Administration and Finance from the University of Utah and served in the Utah Army National Guard.
Driven by precision, integrity, and efficiency, Jason's leadership ensures that every Fitura Brands location is built to perform, delivering speed, cost efficiency, and brand consistency at scale.
Stefani Rizzi
Vice President of Brand and Operations
Stefani Rizzi brings extensive experience building, scaling, and evolving consumer brands across the fitness, wellness, and recovery sectors, with particular expertise in the contrast therapy category.
Before joining Fitura Brands, Stefani spent more than six years helping build SWTHZ (SweatHouz). She joined the business during its earliest stages and played an integral role in its evolution from an emerging concept into a national brand, holding leadership positions across marketing, brand strategy, design, and member experience.
As Head of Design and Member Experience, she was responsible for shaping the customer journey and physical studio experience across the SWTHZ network, helping establish the systems, environments, and brand standards required to deliver a consistent experience at scale.
Earlier in her career, Stefani also worked within the Orangetheory Fitness network, adding experience inside one of the fitness industry's most recognized multi-location boutique concepts.
This isn't our first scale.
The experience below was earned by our leadership at prior companies. It is not the operating history, and not an indicator of the future results, of the Core Precinct franchise system.
Global functional-training brand with a public listing on the NYSE. James spent four years on the executive leadership team, through the company's IPO, latterly as Chief Partnerships Officer.
Modern athletic reformer Pilates concept launched internationally, with more than 120 locations sold in its first year. James was founding CEO.
North America's largest premium indoor pickleball franchise, ranked #43 on the Inc. 5000. James was Chief Brand Officer.
The people your operator will actually talk to.
Every seat on the Fitura Brands executive team is held by someone who has already done the job at scale: F45 through IPO, The Picklr through hyper-growth, Life Time and Gold's Gym finance, technology at Amazon and Nasdaq, facility development at The Picklr, brand and member experience at SWTHZ. Franchisees get direct access, not a support ticket.
Previously: F45 Training, FS8, The Picklr
Previously: The Picklr construction and development, licensed general contractor, University of Utah
Previously: SWTHZ, Orangetheory Fitness
Previously: Life Time, Gold's Gym, 24 Hour Fitness, Stratego
Previously: Amazon, Verafin (Nasdaq), Finaptic
Previously: Woolworths Group, NAB, F45 Training, Souter Search
Previously: Doctor of Chiropractic, Lagree, Xformer, Myodetox
Previously: Studio and facility design across the Fitura portfolio
Previously: Orangetheory, Purpose Brands, Cali Coffee, CrossFit
Previously: SweatHouz
Previously: Tough Mudder
Previously: Wellness, health and lifestyle brands
Fitura also works with a best-in-class partner network: real estate services are provided by SABRE Business Consulting in partnership with SABRE Real Estate Advisors, covering market planning, site selection and lease negotiation, with programming delivered centrally through the ONEFiit platform so franchisees never build content or manage instructor programming quality.
Fitura exists because we joined enough franchise systems to know what a great one feels like from the inside, and what a mediocre one costs an operator.
Ready to go deeper?
Request the Core Precinct franchise information kit and start a conversation with the Fitura Brands franchise team.
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.
Requesting information does not constitute an offer to purchase a franchise. See the disclaimer below.
