For years, exercise was seen as a necessary evil and a long-term financial commitment. But Pip Black and Joan Murphy, co-founders of Frame, have told how a change of focus helped them launch a fitness brand that would go on to revolutionise the industry.‘We [as a society] had this very negative attitude towards fitness,’ says

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