Fitura Brands tapped ABC Fitness to run bookings, payments and membership for its padel, reformer and recovery franchises under a single operating system.
Fitura Brands, the Salt Lake City holding company behind Padel SWT, Core Precinct and ContrasTheory, announced August 26 that it picked ABC Fitness to power a shared technology platform across all three franchise concepts. The deal covers membership management, bookings, payments and communications, plus new court-booking functionality built specifically for Padel SWT.
Fitura launched in March with a $20 million pre-money valuation and a structure built to centralize franchise development, vendor relationships and operational training across its portfolio rather than run each concept as a standalone startup. Standardizing the software layer is the next step: instead of three separate booking and payment systems, franchisees across padel, reformer training and contrast therapy will operate from one platform.
Running three fitness concepts on fragmented software means franchisees juggle different systems for scheduling, billing and customer communication depending on which brand they operate. A single ecosystem cuts that administrative load and gives Fitura's home office one dataset to track member behavior and unit performance across its entire network, a capability multi-brand franchise platforms increasingly treat as a baseline requirement rather than a nice-to-have.
The ABC Fitness deal follows Fitura's May partnership with programming platform ONE FIIT, continuing a pattern of layering in specialized vendors rather than building every system in-house. It also reflects a wider trend among fitness and wellness franchisors: as multi-concept holding companies like Fitura consolidate smaller studio brands, unified technology has become as central to the pitch to franchisees as real estate support or marketing.
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