Fitura Brands Selects ABC Fitness to Power a Unified Franchise Platform Across Sport, Strength and Recovery
Strategic technology partnership will connect Padel SWT, Core Precinct and ContrasTheory through one scalable operating ecosystem, creating a seamless member journey and simplifying operations for franchise partners.
Fitura Brands, the premium franchise platform behind Padel SWT, Core Precinct, and ContrasTheory, today announced a strategic partnership with ABC Fitness, one of the fitness industry's leading technology providers.
The partnership represents another significant milestone in the development of the Fitura Brands platform, bringing together mainstream, best-in-class fitness technology with the world's fastest-growing racket sport and an integrated ecosystem spanning sport, strength and recovery.
ABC Fitness will be providing a custom software experience to power all three brands including new courts booking functionality for Padel SWT, supporting Fitura’s commitment to innovative, multi-brand fitness businesses and delivering a scalable solution for franchise growth.
"Our vision has always been to build more than individual brands—we're building an integrated performance ecosystem," said James Hurlock, Founder and CEO of Fitura Brands. "Partnering with ABC Fitness allows us to deliver the seamless digital experience today's consumers expect while giving our franchise partners a powerful, proven technology platform that can scale alongside our network."
By unifying technology across Padel SWT, Core Precinct and ContrasTheory, the partnership will deliver a seamless consumer journey regardless of how members engage with the Fitura Brands ecosystem. From membership management and bookings to payments and communications, members will enjoy a consistent experience across every touchpoint.
For franchise partners, the benefits extend even further. Operating from a single technology ecosystem simplifies day-to-day operations, reduces administrative complexity and provides a more efficient, scalable technology stack that enables operators to focus on delivering exceptional member experiences rather than managing multiple software platforms.
“Fitura is building a differentiated multi-brand ecosystem that reflects where fitness and wellness are heading—toward more connected experiences across sport, training and recovery,” said Khal Rai, President of ABC Fitness. “Our role is to provide the technology foundation that helps that vision scale. By bringing memberships, bookings, payments and communications together across Fitura’s three concepts, we can help deliver a consistent member experience while giving franchise partners a simpler, more efficient way to operate and grow.”
The announcement further strengthens Fitura Brands' growing ecosystem of strategic partners as the company prepares to accelerate franchise expansion across the United States.
Built around the philosophy of Sport. Strength. Recovery., Fitura Brands is creating a connected fitness platform where members can move seamlessly between premium indoor padel, athletic reformer training and science-backed recovery experiences—all supported by world-class technology.
The partnership with ABC Fitness reinforces both organisations' shared commitment to innovation, operational excellence and creating exceptional experiences for members and franchise partners alike.
About Fitura Brands
Fitura Brands is a next-generation fitness franchise platform bringing together three premium concepts under one connected ecosystem: Padel SWT, premium indoor padel clubs; Core Precinct, athletic reformer training; and ContrasTheory, performance-led contrast therapy and recovery studios. Through shared services, integrated technology and world-class programming, Fitura Brands is redefining how consumers experience sport, strength and recovery.
For franchise inquiries, partnership discussions, or media requests visit www.fiturabrands.com or contact:
[email protected]
About ABC Fitness
ABC Fitness is the number one technology provider for fitness businesses everywhere. From personal trainers, boutique studios, and gyms, to international franchise health clubs, ABC Fitness provides the technology and industry insights needed to move your business forward. ABC Fitness currently supports more than 40 million members, 30K+ fitness businesses and 80K+ coaches globally, processing over $14 billion in payments every year. Learn more at abcfitness.com.