Frame

Frame was founded by Pip Black and Joan Murphy in 2009. Unable to find a gym or fitness studio that gave them the flexibility, variety and fun they wanted, they set out to create it themselves. Frame’s central ethos is that getting fit shouldn’t be a chore – it should be fun, sociable and valued for the positive impact it has on customers’ busy lives.

Variety is central to the Frame proposition, born from the founders’ belief that this helps keep customers’ fitness routines fun, engaging and better for the body. As a result, Frame offers 31 different class types across dance, barre, yoga, Pilates and fitness in their sites, each housing 3 – 5 studios.

The differentiated and accessible positioning of the brand has helped Frame to develop a particularly strong sense of community among its customers, known as ‘Framers’. This is reinforced by the founders’ ambition for Frame to be a lifestyle, not performance brand, where ‘Framers’ can access a one-stop-shop for all things health and fitness. Alongside classes, Frame sites have a curated retail offering healthy cafes and wi-fi enabled ‘chill-out’ areas.

‘We have developed a close partnership with Piper and are already seeing the benefits of working with their wider team, drawing on their skills and experience.’

Pip Black, Co-founder

The story so far

2009 Frame opened its doors with four studios under two railway arches in Shoreditch.
2012 The Company opened its second site in residential Queen’s Park.
2015 Frame opened its third site in Kings Cross with three studios and a dedicated yoga studio opened the following year.
2016 The Company launched Mumhood offering pre and post-natal exercise classes. Frame opened its fourth site in Victoria with three studios.
2017 A standard week at Frame sees over 700 classes to over 3,500 Framers. There are plans to open two new sites in early 2018.

Piper in the Frame with £6m boutique fitness brand investment

[16 Oct 2017] - Frame was founded by Pip Black and Joan Murphy in 2009. Unable to find a gym or fitness studio that gave them the flexibility, variety…

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