operators who have already scaled global brands.
contrastheory is a Fitura Brands concept. The platform is led by an executive team drawn from F45 Training, The Picklr, FS8, Amazon, and other category leaders, with decades of combined experience taking franchise systems to market across North America, Europe, Asia, and the Middle East.
James is a former professional rugby player turned franchise operator, with over a decade leading some of the world's fastest-growing fitness and lifestyle brands.
As Chief Partnerships Officer at F45 Training, he spent four years on the executive leadership team through the company's IPO, leading global partnerships with Mark Wahlberg, David Beckham, and Cindy Crawford. He was also founding CEO of FS8, which launched internationally and sold more than 120 locations in its first year.
As Chief Brand Officer at The Picklr, ranked number 43 on the Inc. 5000 list of fastest-growing private companies, he built one of America's most recognizable pickleball brands from concept to national expansion, driving partnerships with Formula 1 and the Super Bowl Host Committee. He founded Fitura Brands to run three complementary performance concepts on one shared platform, with contrastheory as one of them.
Franchising, brand, real estate, construction, operations, and global expansion, drawn from category leaders in fitness, retail, technology, and finance.
Global functional-training brand, NYSE listing. James served on the executive leadership team through the IPO.
Ranked number 43 on the Inc. 5000. Chief Brand Officer, taking the brand from concept to national expansion.
Founding CEO. Launched internationally and sold more than 120 locations in its first year.
the operating team.
The Fitura Brands leadership team carries decades of combined franchise, technology, development, and marketing experience. Each executive was selected because they have already done the job at scale somewhere else.
the programming team.
Programming is developed centrally by subject matter experts, so franchisees never write content or manage instructor programming quality.
who you work with on the way in.
The franchise growth team guides candidates through discovery, market planning, and award.
the portfolio.
Three purpose-built performance concepts, one operating platform, shared services, and a single leadership team.
Full executive bios and additional detail are provided as part of the contrastheory franchise discovery process and in the Franchise Disclosure Document.
Meet the team.
Request an introductory call with the contrastheory franchise team as part of the discovery process.
Tell us about your market.
Download a free copy of our franchise magazine. Share your market, background, and goals and our team will send it to you and walk you through the discovery process. Qualified candidates receive the Franchise Disclosure Document (FDD) as the next step.
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