Frame Fitness Raises $5M, Plans to Launch Pilates Reformer in Early 2022

The company offers a range of on-demand and live workout experiences for both beginners and experts.
Written by Jeremy Porr
September 30, 2021Updated: October 4, 2021
The company offers a range of on-demand and live workout experiences for both beginners and experts.
photo: frame fitness

It seems as though everyone in LA has at least one friend that practices pilates. If you’ve gone to pilates with that friend and absolutely embarrassed yourself, you probably don’t ever want to try it again. But there is hope. Frame Fitness, an LA-based workout equipment company, is launching a pilates reformer for all of those too ashamed to return to their local studio and the seasoned experts looking to practice at home.

On Thursday, Frame Fitness announced that it raised $5 million in seed financing to accelerate the launch of its pilates reformer. The fresh capital came about courtesy of founder and former CEO of 24 Hour Fitness Mark Mastrov and Crunch Fitness CEO Jim Rowley.

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Frame was founded by husband-and-wife duo Lee Belzberg and Melissa Bentivoglio. With years of experience as a pilates and fitness instructor Bentivoglio set Frame into motion after she noticed a shift in the digital fitness world.

It’s no secret that following the onset of the pandemic, many chose to maintain their daily workout routines at home instead of their local gym. But the transition to home-centered workouts made things difficult for those into group classes like cycling, rowing and pilates as the equipment for these classes can take up a lot of space.

Frame’s pilates reformer is a cool 6.5 feet long which makes it much easier to store than your average rowing or elliptical machine.

Frame’s reformer comes equipped with a 24.5-inch sweat-resistant screen for instruction, and the company offers a range of on-demand and live workout experiences for both beginners and experts.

“Frame is the evolution of Pilates, breaking away from outdated reformers that are designed for commercial use with the need to have an instructor present,” Bentivoglio said in a statement.

Other features include a pilates ball, a pilates ring, a weighted bar and hand weights. Frame’s equipment is also collapsible, so once you wrap up your workout, you can fold things up and roll it underneath your bed.

“It’s the best total body home exercise movement I have seen,” Mastrov said in a statement. “I'm looking forward to helping accelerate the brand's growth and development.”

Frame’s reformer will be available for presale in early October for $2,999 and is set to launch in early 2022.

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