Question 1

what is contrastheory?

Accepted Answer

contrastheory is a protocol driven contrast therapy studio built around sauna, cold plunge, and structured breathwork. Sessions are designed to fit into a consistent recovery routine and delivered inside a premium, design forward space.

Question 2

who is behind the brand?

Accepted Answer

contrastheory is a Fitura Brands concept, led by founder and CEO James Hurlock. James previously held global partnership leadership at F45 Training, was founding CEO of FS8, and served as brand officer at The Picklr. Fitura Brands is the operating company behind three concepts: Padel//Swt, Core Precinct, and contrastheory.

Question 3

why contrast therapy and why now?

Accepted Answer

Contrast therapy sits inside the broader wellness and recovery category, one of the fastest growing segments in consumer fitness in the United States. Demand for hot and cold protocols has moved from niche use into everyday recovery routines, while purpose built studio supply is still limited in most U.S. metros.

Question 4

how is contrastheory different from a spa or a gym add on?

Accepted Answer

Most sauna and cold plunge experiences in the U.S. are either bolted onto a gym floor or wrapped inside a full service spa. contrastheory is a dedicated, protocol led studio: guided sessions, purpose built rooms, and a repeatable ritual rather than a walk in amenity.

Question 5

is contrastheory actively awarding franchises?

Accepted Answer

Yes. Founding territories are being awarded in select U.S. metros. Availability is confirmed on a market by market basis during the discovery process.

Question 6

which markets are you prioritizing?

Accepted Answer

We are prioritizing dense, health conscious U.S. metros where consumer demand for recovery is already established and studio supply is limited. Specific market availability is reviewed with each qualified candidate.

Question 7

can i own more than one territory?

Accepted Answer

Yes. We welcome multi unit operators. Development plans are structured during discovery based on market, capital, and operating capacity.

Question 8

can i own a padel//swt or core precinct territory too?

Accepted Answer

Yes. Fitura Brands operates a portfolio of three concepts, and multi brand conversations are welcomed. Each concept has its own franchise agreement and disclosure document.

Question 9

how much does it cost to open a studio?

Accepted Answer

Full initial investment ranges are outlined on the Investment page and detailed in the current Franchise Disclosure Document. The initial franchise fee for a single studio is $55,000, which secures the territory and unlocks the full opening playbook.

Question 10

what is included in the initial franchise fee?

Accepted Answer

The initial franchise fee grants the right to operate a contrastheory studio in a defined territory and includes access to brand systems, site selection support, studio design standards, operator training, and the launch playbook. Full inclusions are outlined on the Investment page.

Question 11

will you share revenue and profitability information?

Accepted Answer

Any financial performance representations are made only in the Franchise Disclosure Document, which we share with qualified candidates. We do not publish revenue, margin, or return projections outside of the FDD.

Question 12

are third party financing options available?

Accepted Answer

Franchisees typically fund a portion of the build through commercial lenders and SBA eligible programs. We can introduce qualified candidates to lenders familiar with the Fitura Brands portfolio.

Question 13

how long does it take to open?

Accepted Answer

From award to opening typically follows the six stage process outlined on the Investment page: discovery, agreement, real estate, design and build, training, and grand opening. Real estate and permitting timelines vary by market.

Question 14

how do you help with real estate?

Accepted Answer

Site selection is led with our real estate partner Saber Realty, who supports market analysis, site sourcing, and lease negotiation to identify locations that fit the studio footprint and trade area.

Question 15

who designs and builds the studio?

Accepted Answer

Studio design is standardized through our design partner LARC, so every location delivers a consistent contrastheory environment. Construction is executed locally with vetted general contractors following the approved plan set.

Question 16

do i need prior fitness or wellness experience?

Accepted Answer

Prior multi unit or franchise operating experience is preferred but not required. We look for committed operators who understand membership led consumer businesses and are willing to be hands on through the opening phase.

Question 17

do i need to run the studio day to day?

Accepted Answer

Owners are expected to be actively involved in the business, particularly through opening and ramp. Many franchisees hire a studio manager to run daily operations once the location is trading.

Question 18

what support does fitura brands provide?

Accepted Answer

Support spans six pillars: real estate through Saber Realty, design through LARC, operations technology through Delightree, member management through OneFit, a central marketing engine, and the grand opening playbook. Details are on the Support page.

Question 19

what training do i receive?

Accepted Answer

Franchisees and their launch teams complete a structured training program covering brand standards, session delivery, technology, and studio operations before opening.

Question 20

what technology stack will i use to run the studio?

Accepted Answer

The studio runs on Delightree for operations and task management and OneFit for member management, bookings, and billing. Both are integrated into the contrastheory playbook.

Question 21

how does marketing work?

Accepted Answer

Fitura Brands operates a central marketing engine that supports brand, digital, and local activation for each studio. National assets and campaigns are complemented by a local launch plan around each opening.

Question 22

how do i get more information?

Accepted Answer

Download the contrastheory franchise magazine for a full overview of the brand, the concept, and the opportunity. From there, you can request a discovery call with our franchise team.

Question 23

what happens after i request information?

Accepted Answer

A member of the Fitura Brands franchise team will reach out to schedule a discovery call, understand your goals, and walk you through the process. If there is mutual fit, we move into the formal discovery and disclosure stages.

the questions we hear most.

the brand.

the opportunity.

investment and financials.

opening a studio.

support and operations.

next steps.

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