Plant the flag in athletic reformer Pilates.
A strength-led reformer Pilates studio, built as a national brand, and we're awarding the first operator territories now.
Founding operator territories are awarded to a small number of partners, the kind who want to lead a category, not chase one.
A category the market is actively rewarding.
Reformer is not a trend line to be timed, it's a decade-long adoption curve that American consumers are just beginning to climb. The demand signals are already loud enough to build a business around.
A full platform, not a studio-in-a-box.
Core Precinct is one of three Fitura Brands concepts, alongside Padel//Swt indoor padel and contrastheory contrast recovery. Operators get the full stack: brand, programming IP, real-estate advisory, technology, coach certification and a centralized growth marketing engine, from a leadership team that has already scaled F45 Training, FS8 and The Picklr across multiple continents.
That includes the proprietary Core Reformer, developed with Peak Pilates: a smaller-footprint machine that fits more stations per room and supports the athletic programming members cannot find at a traditional reformer studio.
Why reformer went from boutique niche to the most-booked class on ClassPass, and what the American build-out looks like from here.
An athletic reformer Pilates concept engineered as a national brand, programming, positioning and unit economics designed to compound.
Investment ranges, initial fees, ideal operator profile and the timeline from first conversation to opening day.
Real estate, build-out, technology, coach certification and a centrally-run growth marketing engine.
James Hurlock and the Fitura leadership bench, the operators who took F45, FS8 and The Picklr to global scale.
Straight answers to the questions serious operator candidates actually ask us.
Who's actually on the reformer.
Reformer's real advantage isn't the equipment, it's the member. Wide age band, high household income, high repeat frequency, and a growing crossover with athletes and strength-first consumers. That's a membership base you can retain, not rent.
| Age band | Share of participants |
|---|---|
| 18–25 | 14% |
| 26–35 | 32% |
| 36–45 | 26% |
| 46–55 | 18% |
| 56+ | 10% |
| Year | Participants (indexed, 2020 = 1.0) |
|---|---|
| 2020 | 1.00 |
| 2021 | 1.08 |
| 2022 | 1.18 |
| 2023 | 1.32 |
| 2024 | 1.42 |
| 2025 | 1.45 |
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Tell us about your market, your background, and your goals. We'll send the Core Precinct discovery packet with detailed investment information, then walk you through our staged discovery process. Qualified candidates receive full access to our Franchise Disclosure Document (FDD) as the next step.
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