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Will Frame Fitness Become the Peloton of Pilates?

Will Frame Fitness Become the Peloton of Pilates?
Looking to revolutionize Pilates, the company recently raised $5M and plans to launch the first home-based & digitally connected Pilates reformer.

Frame Fitness just wrapped up a successful $5 million seed financing round and is expected to become the Peloton of Pilates. The company will be the first to provide an at-home, digitally connected reformer, complete with an immersive experience with instructors.

Initial and distinguished investors in Frame Fitness include Mark Mastrov, founder and former CEO of 24 Hour Fitness, Jim Rowley, CEO of Crunch Fitness Worldwide, Michael Bruno, CEO and chairman of Core Health and Fitness, and founder of Action Gaming, Ernie Moody.

Frame Fitness was co-founded by famed Pilates instructor Melissa Bentivoglio and her husband, Lee Belzberg. Aside from being a Pilates enthusiast, Bentivoglio came up with the plan to invent the reformer, as she saw the increase in home gym equipment using digital connections resulting in an immersive experience for users at home.

In a press release, Bentivoglio touches on digital tech changing gym equipment and traditional instruction.

“Frame is the evolution of Pilates, breaking away from outdated reformers that are designed for commercial use with the need to have an instructor present. We’re thrilled to offer this one-of-kind, at-home workout experience for consumers of all ages, body types, and fitness levels,” Bentivoglio says.

Frame Fitness will offer both on-demand and live experiences for both beginners to expert levels. Instructors will demonstrate all positions in an effort for users to reduce misalignment and help prevent injury. Class offerings will range from classical instruction to cardio Pilates, and Frame Fitness will also offer intense bootcamps, yoga, and prenatal stretching. 

Mastrov, founder and former CEO of 24 Hour Fitness, is a big believer in the new system by Frame Fitness.

“It’s the best total body home exercise movement I have seen,” Mastrov mentioned.

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Frame Fitness instructors will demonstrate all positions and exercises to help reduce the likelihood of misalignment and injury. Users receive exclusive access to interactive, on-demand workouts, from classical instruction to cardio-infused Pilates, high-intensity bootcamp classes in addition to yoga and prenatal stretching.

Frame, priced at $2,999 MSRP, provides a 24.5 inch, pivoting, sweat-resistant, ultra-HD touchscreen, and a light-wheeled frame that can be stored under abed when needed. Accessories will include a weighted bar, a Pilates ball and ring, and hand weights. Perhaps best of all, Frame doesn’t require assembly and arrives ready for use.

Pilates is a relatively low-impact fitness system developed in the early 20th century by Joseph Pilates. He created the practice, called Contology, for people to relieve aches and pains, build flexibility and strength, and improve coordination and balance. His concept led to Pilates eventually being named after him. With Frame Fitness, Pilates will now take its first steps in becoming transformed digitally.

Frame Fitness will be available for pre-sale this month at a limited quantity for Core members and is slated for delivery in the first quarter of 2022. Core members will receive a discount and Frame swag.

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