An operator's take on reformer Pilates.
Core Precinct is what happens when a franchise operator with three prior boutique concepts turns his attention to reformer Pilates.
We're not chasing the next fitness trend. We're building the studio the category was missing.
Why we built it.
The category has divided itself into two rooms. Classical Pilates is deeply technical but often reads as slow and purely restorative. Megaformer-style studios push intensity but drop the coaching precision that made Pilates work in the first place.
Core Precinct is designed for the middle of that Venn diagram, and to make it the default. Sequencing is built by our movement team. Loading, tempo and range move on a cycle so members see their strength, control and posture improve on a measurable timeline. The coaching standard is set to translate, members feel the difference in how they carry themselves outside class, not only during it.
Not our first studio at scale.
Core Precinct was founded by James Hurlock, whose career spans F45 Training (Chief Partnerships Officer through the company's IPO), FS8 (founding CEO, launched into approximately seven countries with 100+ units sold in year one), and The Picklr (Chief Brand Officer on the founding team of North America's largest indoor pickleball franchise).
After scaling multiple boutique concepts, the pattern was clear: the reformer Pilates category was growing fast, but the operator playbook was fragmented. Core Precinct is our answer, a modern athletic Pilates concept with the systems, technology and marketing engine of a serious franchise platform behind it. It is one of three complementary concepts under our parent company, Fitura Brands, alongside Padel//Swt and contrastheory, and headquartered in Park City, Utah.
Three words we train by.
Movement is technical. Alignment, breath, tempo and load are coached, not left to interpretation. Discipline drives the room.
Programming builds cycle by cycle. Members can see their strength, control and posture improve on a real timeline, not chase random workouts.
Reformer Pilates elevated to athletic training. Reformer work should translate to how members move, lift and live outside the studio.
Bring the studio to your market.
Founding operator territories are open across the United States. If your metro is a fit, the fastest way to see a Core Precinct there is to be the one who opens it, with our brand, method and platform behind you.