Frame Fitness

What Frame Fitness does

Frame Fitness, operating as Frame Innovative Technologies Corp., designs and sells a digitally-connected at-home Pilates Reformer under the Frame brand, headquartered in Miami Beach, Florida. The company's core product, the Frame Reformer, is a connected fitness device that integrates a 24-inch swivel touchscreen monitor, Bluetooth connectivity, color-coded spring resistance adjustment, and a patent-pending dual spring architecture intended to support a range of body types on a single platform. A subscription layer priced at $39.99 per month provides access to live and on-demand Pilates classes, personalized training recommendations, and household-level login profiles, while an optional Frame Pilates Box accessory is sold separately.

The business operates on a direct-to-consumer model, with the Reformer priced at $4,999 plus shipping, fulfilled through white-glove delivery with no assembly required, and financed at the point of sale through Affirm. Frame serves consumers in the United States and Canada only, with no disclosed B2B or commercial channel relationships. The company was founded in 2021 by Melissa Bentivoglio and Lee Belzberg, and received $5 million in seed financing in September 2021 from Mark Mastrov (founder of 24-Hour Fitness) and Michael Bruno (CEO of Core Health and Fitness). As of 2026, Frame Fitness employs 1-10 people and continues to invest in brand awareness through earned media and event sponsorships, including its role as the official naming rights partner of the Athlete Recovery Zone at the inaugural Enhanced Games.

Name

Frame Fitness

Legal name

Frame Innovative Technologies Corp.

Website

https://framefitness.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Frame Fitness designs and sells the Frame Reformer, a $4,999 digitally-connected at-home Pilates device with a touchscreen and monthly content subscription, serving individual fitness consumers in the United States and Canada via direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Connected Fitness Equipment

NAICS

Sports and Recreation Instruction (61162)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Connected fitness equipment
• At-home pilates reformer
• Smart fitness hardware
• Digital workout subscription
• Pilates reformer

Headquarters

HQ city

Miami Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Hardware Sales (Frame Reformer): One-time sale of the Frame Reformer at $4,999 plus shipping. This is the primary upfront revenue driver. Financing options via Affirm allow customers to pay over time.
2. Subscription (Digital Content): Monthly subscription at $39.99/month providing access to an extensive library of live and on-demand classes, personalized training recommendations, and one login for everyone in the home. This provides recurring revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Frame Fitness designs and sells the Frame Reformer, a digitally-connected at-home Pilates Reformer priced at $4,999 plus shipping with white glove delivery and no assembly required. The hardware integrates a 24-inch swivel Bluetooth touchscreen and patented dual spring technology, and is paired with a $39.99/month subscription providing access to live and on-demand Pilates classes and personalized training recommendations.

Product overview

Frame Fitness offers a digitally-connected at-home Pilates ecosystem anchored by the Frame Reformer, a $4,999 smart fitness device featuring a 24" touchscreen display, Bluetooth connectivity, and color-coded dual spring technology. The core product is complemented by a $39.99/month subscription service providing live and on-demand classes with personalized training recommendations. An optional Frame Pilates Box accessory is sold separately. The company operates on a direct-to-consumer model with white glove delivery and financing options through Affirm.

Differentiator

Problem solved

Functional benefit

Products and services

• Frame Reformer The Frame Reformer is a digitally-connected at-home Pilates Reformer featuring a 24-inch swivel touchscreen display, color-coded spring resistance adjustment, patented dual spring technology, and Bluetooth connectivity for streaming workouts and music. It is sold for $4,999 plus shipping with white glove delivery and no assembly required, targeting health-conscious consumers who want studio-quality Pilates at home.
• Frame Subscription Service A monthly subscription priced at $39.99/month that provides access to an extensive library of live and on-demand Pilates classes, personalized training recommendations, and a single login that can be shared across the household. It is designed to complement the Frame Reformer hardware and deliver recurring digital content value to at-home fitness users.
• Frame Pilates Box An accessory bundle for use with the Frame Reformer, sold separately at $299 to enhance the at-home Pilates setup for existing Frame owners.

Quantifiable outcome

• Save money on expensive studio classes through at-home digital access

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered minor.

• Enhanced GamesminorGTM or Marketing Partner · 4 May 2026Frame Fitness was named the official naming rights partner for the Athlete Recovery Zone at the inaugural Enhanced Games held on May 24, 2026 in Las Vegas. Frame provided state-of-the-art recovery equipment including Pilates reformers, smart strength training systems, and personalized recovery protocols for competing athletes. The event was streamed to over 100 million households.
• HypericeminorStrategic or Co-development PartnerThe Athlete Recovery Zone at the Enhanced Games also featured wellness products from Hyperice, including percussion massage devices, compression therapy systems, and thermal solutions, alongside Frame Fitness equipment.
• AffirmminorOthersFrame Fitness partners with Affirm to offer financing options to customers at the time of fulfillment, allowing customers to qualify for installment payment plans when purchasing the Frame Reformer.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Peloton Interactive: Peloton is the canonical premium connected-fitness hardware-plus-subscription platform (bike, treadmill, strength). Comparable to Frame on business model (premium hardware + monthly content subscription) and DTC fulfillment, though Peloton operates at vastly larger scale and across broader modalities rather than Pilates specifically.
• Tonal: Tonal sells a premium wall-mounted smart strength system with a touchscreen and subscription content. Mirrors Frame's high-ASP hardware + recurring content model and aspirational affluent consumer positioning, although Tonal is centered on strength training rather than Pilates.

Direct peers

• Hydrow: Hydrow is a connected rowing machine sold at premium price with a monthly content subscription, targeting affluent at-home fitness enthusiasts. Closely comparable to Frame on premium-hardware-plus-subscription DTC model and on the strategy of digitizing a traditionally in-studio modality for the home.
• Balanced Body: Balanced Body is one of the largest manufacturers of professional and consumer Pilates reformers. It is the most direct Pilates-equipment peer to Frame on hardware form factor, though it lacks Frame's integrated digital touchscreen and subscription platform.
• Merrithew (STOTT PILATES): Merrithew manufactures STOTT PILATES reformers and equipment with associated instructor training. Direct peer to Frame on Pilates reformer hardware; differs in being primarily a professional/studio channel with instructor certification rather than a DTC subscription-content business.
• BASI Systems: BASI Systems designs and manufactures premium Pilates reformers and accessories for studios and home users. Directly comparable on Pilates reformer hardware category; differs from Frame in lacking an integrated touchscreen and digital content subscription layer.

Emerging players

• Forme Life: Forme sells a premium connected fitness mirror with strength, barre, Pilates, and yoga content via subscription. Comparable to Frame on premium connected fitness hardware plus subscription and Pilates/yoga content overlap, though via a mirror form factor rather than a reformer.
• Ava (by Aviron Interactive): Aviron sells premium connected cardio equipment (rowing, bike) with gamified subscription content. Comparable to Frame on premium DTC connected fitness with recurring content monetization and direct-to-consumer fulfillment; differs in modality focus.
• Liforme: Liforme is a premium yoga mat and props brand that has expanded into digital content. Adjacent to Frame on premium at-home yoga/Pilates consumer positioning and digital subscription extension, though at much smaller scale and without a connected reformer hardware product.
• CLMBR: CLMBR is a connected vertical climbing machine sold at premium price with subscription content. Comparable to Frame on premium connected hardware with a vertical, design-forward form factor, DTC model, and subscription content layer; differs in being a climbing modality rather than Pilates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/framereformer
• LinkedInlinkedin.com/company/frame-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frame Fitness