Frame Fitness Raises $5M in Seed Funding

Frame Fitness

Frame Fitness, a Los Angeles, CA-based at-home, digitally-connected Pilates reformer, raised $5m in seed financing.

The round was led by 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 Ernie Moody (founder of Action Gaming).

The company intends to use the funds to continue to expand operations and its development efforts.

Co-founded by Melissa Bentivoglio, a Pilates and fitness instructor and proprietary reformer inventor, and her husband, Lee Belzberg, Frame provides a first at-home, digitally-connected Pilates reformer, offering access to low-impact, full-body workouts taught by instructors. From beginner to expert, users have access to interactive, on-demand workouts, from classical instruction to cardio infused Pilates, high intensity bootcamp classes in addition to yoga and prenatal stretching, all self-paced. Frame features a large 24.5 inch, swivel, sweat-resistant, ultra-HD touchscreen, novel spring technology; and a lightweight wheeled frame that can fit under a bed when in storage mode. Available accessories include a weighted bar, a Pilates ball, a Pilates ring, and hand weights. It will be available for presale in early October (with product delivering in first quarter 2022).