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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.

Where to next/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!

Pip Black

Co-founder of


What do you feel passionate about/what drives you?

Getting people moving is a way that they love. Seeing the genuine joy on Framers faces when they walk / crawl out of class!

Share an example of early life that has shaped you?

Competitive team Sport – you always turn up and give 100% to your team. With brilliant team work you can achieve anything!

Also a mum who showed me that you can pack a LOT into a day ;-)

Highlights of your business journey so far?

Signing our first property in Shoreditch at the ripe age of 25! When I was still young and Naïve and had no idea about the hard work that lay ahead!

Key lessons you have learned along the way?

Stay true to yourself and your brand values. There have been many brands that have copied everything we do, which is hard for my competitive spirit, but I’ve learnt to take it as a compliment and focus solely on the things that you CAN actually impact.

Best piece of advice you have received?

Look after your cashflow… Don’t spend money you don’t have!

Advice to an aspiring entrepreneur or woman just starting her career?

Surround yourself with an amazing team. Find a few mentors / confidants whose advice your trust. Don’t expect it to happen ‘just like that’ – building a business is a long and bumpy road – enjoy the ups and form strategies to cope with the downs… because there will be some.

What funding route have you chosen for your business and why?

We have done it all…
Bank loan to start.
Angels. PE investment Bought back the business post Covid and have slowly built it back again with a small community raise and reinvesting every.single.penny,

Some of the challenges you have faced and how you overcame them?

Many…. Mainly through hard work, grit and determination!

Why is it important to support women-led business?

In general, women-led businesses tend to think more about the overall positive impact of the brand and business… it’s not always just the financial transaction. Our brands tend to be a force for good.




Pip Black

My inspiration is...

Watching others as they make positive changes and show that things can indeed be done differently, and better.

My greatest fear is...

My kids growing up too fast.

The most courageous thing I’ve ever done is...

. Sacking it all in to start a business with someone that I had just met… and then deciding to do it all again post Covid.

Guilty pleasure?

Spooning peanut butter in LARGE quantities.

Mantra you live by?

If in doubt, MOVE YOUR FRAME – it will always make you feel better!

Female role model?

Too many to mention, I am very lucky to be surrounded by incredible women playing a huge variety of roles in society… The world needs us all!

Women-led brand you love?

Pip and Nut… I love Pip and I love Peanut Butter.

Top productivity tool?

Movement (Pilates + running) cold water swimming, coffee + functional mushrooms.

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