What is Frame?
Founded by Pip Black and Joan Murphy, Frame has redefined the traditional gym experience by integrating high-intensity fitness, dance-based movement, and restorative wellness into a flexible, accessible framework. By eschewing rigid membership structures in favor of a drop-in Frame Card system, the company has successfully lowered the barrier to entry for urban professionals. Beyond its studio offerings, Frame operates a vertically integrated ecosystem that includes the Fuel cafe and a curated retail shop, creating a holistic health destination. This multi-channel approach allows the brand to monetize multiple touchpoints within the customer journey, effectively positioning itself as a lifestyle brand rather than a mere fitness provider. The company's growth trajectory, marked by consistent studio openings since 2009, reflects a robust demand for community-centric, fun-filled exercise environments that prioritize mental and physical well-being.
How much funding has Frame raised?
Frame has raised a total of $8M across 1 funding round:
Private Equity
$8M
Private Equity (2017): $8M with participation from Piper
Key Investors in Frame
Piper
Piper is an investment partner specializing in fast-growing brands with sales ranging from 5 to 50 million. Their team consists of brand strategists and digital innovators who focus on building purpose-led, inclusive brands with strong consumer resonance.
What's next for Frame?
With the infusion of $8M, Frame is poised to scale its physical studio network while potentially enhancing its digital service offerings to meet the evolving needs of its clientele. The strategic focus will likely center on optimizing the unit economics of its newer locations in Hammersmith and Fitzrovia, while leveraging the expertise of its investment partners to refine brand positioning. As the fitness industry shifts toward more personalized, experience-driven models, Frame's ability to maintain its energetic, inclusive culture while scaling operations will be critical. Future growth initiatives may include further diversification of its retail and nutritional product lines, ensuring that the brand remains a comprehensive solution for health-conscious consumers seeking convenience and quality in their daily routines.
See full Frame company page
