James Hurlock (Fitura Brands Founder & CEO) on Scaling Padel and Pilates Franchises

James Hurlock went from professional rugby to founding Fitura Brands, the multi-concept franchise platform behind Padel SWT, Core Precinct, and ContrasTheory. He explains why he's betting on three categories at once — and why he's deliberately taking the slow, expensive route to franchising. James Hurlock is the Founder and CEO of Fitura Brands, a Utah-based wellness holding company that launched in 2026 at a $20 million pre-money valuation. Before founding Fitura, Hurlock served as founding ...