Dua Lipa Joins Pilates Brand Frame Fitness as Co-Founder, Chief Creative Officer
The pop star joins Frame as the connected Pilates brand looks to launch standalone studios and grow its presence in leading hotels worldwide
Frame Fitness has added global star power, naming Dua Lipa as co-founder and chief creative officer of the connected Pilates brand.
The announcement comes as Frame Fitness, makers of a compact, $4,999 at-home reformer, prepares to launch standalone Frame reformer studios and expand its presence in leading hotels worldwide.
“It’s been two years in the making, and it’s finally here,” Lipa said. “Having world-class instructors at home is amazing- it makes working out something I look forward to. I want to wake up, move and get on with my day. I couldn’t be more excited for what’s next.”
The “Don’t Start Now” singer and Pilates enthusiast was the first to own a Frame reformer in Europe, Frame Fitness co-founder and CEO Melissa Bentivoglio said.
The brand quickly drew attention after raising $5 million in seed funding in 2021, with early backers including industry veterans such as Mark Mastrov, founder and former CEO of 24 Hour Fitness, Crunch Fitness CEO Jim Rowley and new Core Health and Fitness CEO Michael Bruno.
“What makes this moment so meaningful is how organic it has been,” Bentivoglio said. “Having (Lipa) step in as co-founder feels like a full-circle moment — she brings not only creativity and cultural reach, but also a deep alignment with our mission to make Pilates more accessible, inspiring, and transformative for people everywhere.”
Guests at Frame’s recent New York launch event were treated to a London-shot campaign reveal and a day that combined high-intensity reformer classes with curated wellness activations, including restorative massages, acupuncture ear seeding, aura photography, tarot readings, vanity case monogramming and more.
Produced and designed by WellUp Collective, with beverage and food design by Creative Edge, the launch event was held at Casa Cipriani New York. It included gifts from brands including Étoile, HigherDose and others. Brands including Lifting the Mood, whose 2lb adjustable dumbbell bars were used as part of the Frame reformer class, also participated in the event.