The team behind Padel//Swt has already scaled the biggest names in global fitness.
Fitura Brands is not a first-time operator. James Hurlock and the leadership team have helped build F45, The Picklr, and FS8 into household names - and they created Padel//Swt with the systems they wished every franchise they'd joined had delivered from day one.
James Hurlock
Founder & CEO, Padel SWT LLC and 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.
He founded Fitura Brands to run three complementary performance concepts on one shared platform - Padel//Swt, Core Precinct (athletic reformer Pilates), and contrastheory (contrast recovery) - so an owner builds a portfolio instead of a single box.
A leadership team that has scaled fitness before.
Global functional-training brand, public listing on the NYSE. James spent four years on the executive leadership team, through the company's IPO, latterly as Chief Partnerships Officer.
North America's largest premium indoor pickleball franchise, ranked #43 on the Inc. 5000. James was Chief Brand Officer.
Modern athletic reformer concept launched internationally, with more than 120 locations sold in its first year.
The brands and results described on this page were achieved at previous companies and are not the operating history, performance, or results of the Padel//Swt franchise system.
The operating team behind the platform.
Between them, the executive bench has built and scaled brands including F45 Training, FS8, The Picklr, Life Time, Gold's Gym, Amazon, Verafin, Woolworths Group, SWTHZ and Orangetheory Fitness. Each executive was selected because they have already done the job at scale somewhere else.
Previously: F45 Training, FS8, The Picklr
Previously: Life Time, Gold's Gym, 24 Hour Fitness, Stratego
Previously: Amazon, Verafin (Nasdaq), Finaptic
Previously: Woolworths Group, NAB, F45 Training, United Petroleum
Led the design and build of every The Picklr location and developed a patented construction system that delivered 54 operational facilities in 24 months, one of the fastest and most uniform national expansions in the indoor pickleball industry. A licensed general contractor who has built thousands of courts, he holds bachelor's degrees in Business Administration and Finance from the University of Utah and served in the Utah Army National Guard.
Spent more than six years helping build SWTHZ from an emerging concept into a rapidly expanding national brand, holding leadership positions across marketing, brand strategy, design and member experience, most recently as Head of Design and Member Experience across the studio network. Earlier in her career she worked within the Orangetheory Fitness network.
The people who write what members do.
Programming is developed centrally by subject matter experts, so franchisees never create content or manage instructor programming quality.
Mat Pilates, Lagree and Xformer trained, with a Doctor of Chiropractic degree and a foundation in biomechanics, movement science, and rehabilitation.
Breathwork facilitator, ICF-certified executive coach, Sports Science degree, and lead program designer for the contrastheory Method.
Guides the studio and facility design language across the portfolio so each concept reads as its own brand while sharing one build standard.
Who you work with on the way in.
Previously: Orangetheory, Purpose Brands, Cali Coffee, CrossFit
Previously: SWTHZ
Previously: Tough Mudder
Previously: Wellness, health, and lifestyle brands
Real estate services for Fitura Brands are provided by SABRE Business Consulting, in partnership with SABRE Real Estate Advisors, covering market planning, site selection, and lease negotiation for franchisees across all three concepts. Fitura also works with a best-in-class partner network including PadelGalis (courts), LARC Architecture (design), ABC Glofox (technology), and Playtomic (bookings).
Ready to go deeper?
Request the Padel//Swt franchise information kit and start a conversation with the Fitura 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.
