FRAME
Frame is a London-based fitness studio offering a variety of classes designed to boost mood and energy levels through various movement modes.
Pip Black
Co-founder
How did it all begin?
During our 20s, we were both living the fast-paced London life, loving a good party like everyone did in those days, and probably burning the candle at both ends. Having both grown up running around and playing sports simply because it made us feel great, we quickly realized that this was what we were missing. The fitness offering at the time was very much geared towards weight loss or feelings of guilt if you’d eaten too much. Spending hours on a treadmill going nowhere, counting calories lost, and wishing it would end... Over a gin (or two!), it hit us that as soon as you become an adult, exercise and movement change from being the highlight of your day to the thing you dread all day. We wanted to make exercise fun again, for our health and sanity if for no one else’s. We wanted to create a place that was for everyone, whether they hadn’t worked out since PE or were a top athlete. Most importantly, we wanted to build a community, a space filled with positive energy so that FRAMERS would leave feeling like they could take on the world.
What sets your business apart?
Focusing on how movement makes you feel, rather than aesthetics and performance. Founded by Pip + Joan in 2009 with the simple mantra that “getting fit shouldn’t be a chore” we offer a HUGE variety of classes under one roof to ensure that being fit and healthy, can also be fun and sociable.
What is the concept behind your business or the problem you’re solving?
Frame is NOT a gym, nor a performance brand, we’re a lifestyle brand that has always focused on how movement makes you FEEL, rather than aesthetics and performance.
People come to Frame because they love it, not because they feel they HAVE to. We were determined since day 1 to change the rhetoric around exercise from a negative to a positive one… especially for women.
Above all Frame is an incredible community. A place where everyone is welcome to dance, squat, or pulse their hearts out, to leave their worries at the door and to get HIGH as a kite on sweet endorphins.
What is your brand vision?
Since opening our first studio in Shoreditch back in 2009, we have seen over 4.4 million bookings made by over 175,000 Framers across our Central London sites.
Post-COVID, we’re now looking to grow again, always staying true to our vision of getting ‘More people moving more often!’
Frame currently has sites in Shoreditch, Kings Cross, Victoria, Hammersmith, and Angel. You can drop in and pay as you go, buy a pack of classes, or join as an unlimited member. There is something to suit everyone.
We also have a brilliant On Demand offering for those who can’t make it to a studio or struggle with the cost of an in-person class. These classes still have all the Frame magic and are perfect for fitting into a busy day!
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