Frame

What Frame does

Frame is a London-based boutique fitness studio chain founded in 2007 by Pip Black and Joan Murphy, operating five studios across Shoreditch, King's Cross, Victoria, Hammersmith, and Angel. The company delivers group fitness classes spanning Pilates (Mat and Reformer), Yoga, Barre, Dance, Strength, HIIT, and a specialised MumHood prenatal/postnatal programme, with more than 200 Reformer classes scheduled per week. Its core technology stack includes MarianaTek for studio management and booking, Uscreen for video streaming, and dedicated iOS and Android applications.

The company operates a multi-product revenue model combining studio class sales (drop-ins, class credit packages, monthly and annual memberships at £84-£225/month), a Frame On Demand digital subscription service at £10.99/month with 400+ on-demand videos, bespoke personal training at £80/session, accredited teacher training courses through Frame Academy (£400-£1,800), gift cards, and B2B corporate wellness via the Wellverse partnership. Pricing is tiered across Signature (excluding reformer) and All In (including reformer) categories, with bulk class packs, quarterly and annual prepayment options, and a student discount programme.

Frame is B Corp certified with an impact score of 95.4, founded as a 'force for good' alternative to guilt-driven gym culture, and sells primarily direct-to-consumer through self-serve web and app booking, supplemented by corporate wellness distribution. The business is privately held under the legal entity Endorphin Dealers Limited, with a 2017 growth investment from Piper Private Equity and an employee base of 51-100.

Name

Frame

Legal name

Endorphin Dealers Limited

Website

https://moveyourframe.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Frame is a London-based boutique fitness brand operating five studios and a digital On Demand platform, offering Pilates, Yoga, Barre, and strength classes to individual consumers, plus teacher training and corporate wellness channels.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

akta.pro primary industry

Pre/Postnatal Group Fitness (HSADABAJ)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Prenatal & Postnatal Yoga/Pilates (HSADACAD)

Keywords

• Group fitness classes
• Boutique fitness studio
• Reformer pilates classes
• Online workout streaming
• Prenatal postnatal fitness

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Studio Class Sales: Revenue from drop-in classes, class packages, and workshops sold at studio locations. Classes are credit-based with Signature (excludes reformer) and All In (includes reformer) tiers. Workshops are priced at £30 per session.
2. On Demand Streaming Subscription: Monthly, quarterly, and annual digital subscriptions providing unlimited access to 400+ on-demand videos. On Demand is also bundled free with Personal Training sign-ups. Monthly subscription at £10.99 with annual and quarterly options offering discounts.
3. Membership Subscriptions: Rolling monthly, quarterly, and annual membership plans offering bundled class credits (6, 8, 12 classes per month) or unlimited classes (The All In, The Signature). Annual memberships at £1,500 (Signature) and £2,250 (All In). All In includes reformer, workshops, and guest passes.
4. Personal Training: Bespoke 1-2-1 personal training sessions offered at £80 per session, with 6-session (£450) and 10-session (£700) packages. Includes free On Demand access. PT locations include Angel, Hammersmith, King's Cross, Shoreditch, and Victoria studios.
5. Teacher Training Academy: Revenue from accredited instructor training courses. Dynamic Reformer Pilates course at £1,800 upfront or 4 monthly instalments of £450. Pre & Postnatal Training course at £400 upfront or 3 monthly instalments of £133.33. Additional manual fees apply.
6. Gift Cards: Digital gift cards sold in increments of 1, 3, 5, and 10 classes, allowing recipients to book classes at their convenience. Available for purchase on the website.
7. Corporate Wellness (Wellverse Partnership): Frame integrates with Wellverse corporate wellness platform, offering employee wellness programs. Studios are accessible via Wellverse credits and memberships.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Frame is a London-based boutique fitness studio operator delivering group exercise classes (Pilates, Reformer Pilates, Barre, Yoga, Dance, Sculpt, HIIT, MumHood) across five owned studios and a 400+ class digital On Demand streaming platform. Core revenue is generated through drop-in classes, class credit packages, monthly/quarterly/annual studio memberships, On Demand subscriptions, Personal Training, MumHood prenatal/postnatal programs, and accredited Frame Academy teacher training courses.

Product overview

Frame is a London-based fitness studio chain offering a multi-product fitness ecosystem centered on feel-good group exercise classes. The core offering consists of in-studio fitness classes across five London locations (Shoreditch, Kings Cross, Victoria, Hammersmith, and Angel) spanning Yoga, Pilates, Dance, Strength, and Barre disciplines. This is complemented by Frame On Demand, a subscription-based digital platform providing 400+ on-demand video classes accessible via website and mobile app. Additional products include Personal Training (bespoke 1-2-1 sessions), Frame Academy (accredited teacher training courses), MumHood (specialized prenatal/postnatal program), and Workshops. The company operates under a flexible pricing structure with pay-as-you-go, monthly subscriptions, and class packages, and was founded in 2007 by Pip Black and Joan. Frame is certified as a B Corp with a B Impact Score of 95.4.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Studio Fitness Classes

Quantifiable outcome

• B Corp Certification with B Impact Score of 95.4 (industry benchmark requires 80+)
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• WellversecoreChannel Partner/ Reseller/ DistributorWellverse is a corporate wellness platform through which Frame studios are made accessible to employees of partner companies. Wellverse credits and memberships include Reformer access at Frame studios. This partnership extends Frame's reach into the B2B corporate wellness market.
• UscreencoreTechnology or IntegrationFrame On Demand is powered by Uscreen, a video streaming and OTT platform provider. Uscreen provides the streaming infrastructure, mobile apps, payment processing, and customer management for the On Demand subscription service.
• MarianaTekcoreTechnology or IntegrationMarianaTek provides the studio management and booking platform software used by Frame across its studio operations, including the class booking system, membership management, and point-of-sale integration.
• UnrootedminorGTM or Marketing PartnerUnrooted partnered with Frame for the 10-year Breakfast Barre celebration summer series. Unrooted provides baobab-boosted shots and sachets as prizes for the stamp card competition. Part of brand collaboration for summer outdoor classes.
• Sweaty BettyminorGTM or Marketing PartnerSweaty Betty partnered with Frame for the 10-year Breakfast Barre celebration, providing workout apparel (choice of workout top or mid-layer, plus leggings or shorts) from their King's Cross store as prize bundle components.
• EverymanminorGTM or Marketing PartnerFrame partnered with Everyman for the 'Frame x Everyman' series of Pilates workshops at King's Cross Canal Steps. Part of brand collaboration featuring themed classes.
• Active IQcoreStrategic or Co-development PartnerActive IQ is the awarding organisation for Frame Academy's Pre & Postnatal Teacher Training course. Upon completion, students gain the Active IQ Level 3 Award in Supporting Pre and Postnatal Clients with Exercise & Nutrition.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Third Space London: Third Space is a premium London health club chain with broader facilities (gym, spa, pool, multiple studios) compared to Frame's boutique class focus. Competes for the same affluent London fitness consumer but offers a wider, more established portfolio including dedicated group class studios.
• Peloton: Peloton is the global leader in connected fitness with a massive digital class library and equipment ecosystem. Directly competes with Frame On Demand for digital subscribers and represents the dominant competitor in the streaming fitness category Frame is expanding into.
• Equinox: Equinox is a global premium fitness brand offering boutique-style group classes alongside full-service clubs. Competes with Frame for high-end London consumers with broader portfolio (Pilates, Barre, yoga, HIIT) and a globally recognized premium positioning.

Direct peers

• Heartcore: Heartcore is a London-based boutique fitness studio specializing in Pilates, Barre, and yoga with multiple London locations and a digital platform. Closest direct competitor given overlapping Pilates/Barre focus, similar premium pricing, and parallel founder-led London positioning.
• Ten Health & Fitness: Ten Health & Fitness is a London boutique fitness and physiotherapy chain offering Pilates, PT, and specialist classes. Comparable London multi-location boutique model with strong Pilates and rehabilitation focus similar to Frame's positioning.
• Psycle London: Psycle is a London boutique fitness studio chain offering indoor cycling, barre, strength, and yoga. Comparable multi-product boutique model with London-only footprint, premium positioning, and similar target customer profile.
• F45 Training: F45 is a global functional training franchise with multiple London studios offering 45-minute group fitness classes. Comparable group fitness format, premium pricing, and multi-location London presence competing for the same boutique fitness consumer.
• Barry's Bootcamp: Barry's is a global boutique fitness brand with a strong London presence offering HIIT and strength classes in premium studios. Competes directly for Frame's high-end London customer base with similar experiential positioning and pricing tiers.
• Core Collective: Core Collective operates London fitness and wellness spaces offering group classes, personal training, and recovery services. Highly comparable multi-product London boutique model with similar PT, group class, and wellness positioning targeting affluent professionals.
• 1Rebel: 1Rebel operates multiple London boutique fitness studios with a similar premium, design-led, mood-enhancing brand positioning targeting affluent London professionals. Directly competes for Frame's customer demographic with comparable pricing and boutique studio experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/moveyourframe
• Xx.com/MoveYourFRAME

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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