Mark Mastrov and Jim Rowley are two of the fitness industry veterans who invested $5 million in Frame Fitness to help it launch an at-home, digitally connected Pilates reformer, according to an announcement from Frame.
Joining Mastrov, who was founder and former CEO of 24 Hour Fitness, and Rowley, who is CEO of Crunch Fitness Worldwide, are Michael Bruno, CEO and chairman of Core Health and Fitness, and Ernie Moody, founder of Action Gaming.
The $5 million seed financing round with substantial oversubscription will go toward launching the reformer, which will retail at $2,999 starting this month but first deliveries won’t occur until first quarter 2022.
"It's the best total body home exercise movement I have seen," Mastrov said in the announcement. "I'm looking forward to helping accelerate the brand's growth and development to help bring Frame to consumers around the country as they revolutionize the way Pilates is practiced."
Frame’s co-founders are Melissa Bentivoglio and her husband, Lee Belzberg. Bentivoglio, who is a Pilates and fitness instructor and proprietary reformer inventor, started the company after she saw a shift in the digital fitness world with group classes such as cycling and rowing moving into homes with lightweight equipment and virtually interactive classes.
"Frame is the evolution of Pilates, breaking away from outdated reformers that are designed for commercial use with the need to have an instructor present," Bentivoglio said. "We're thrilled to offer this one-of-kind, at-home workout experience for consumers of all ages, body types and fitness levels."
Frame instructors demonstrate all positions and exercises to help reduce the likelihood of misalignment and injury. Users receive exclusive access to interactive, on-demand workouts, from classical instruction to cardio-infused Pilates, high-intensity bootcamp classes in addition to yoga and prenatal stretching.