Frame Profile

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Last Updated: By TRUiC Team

Frame Fitness is a health and wellness startup and the maker of a digitally-connected Pilates reformer that can be used at home. 

Founders Icon Founder(s): Lee Belzberg, Melissa Bentivoglio
Founded in Icon Founded In: 2019
Industry Icon Industry: Wellness
Location Icon Location: Miami, Florida

Interview With Lee Belzberg and Melissa Bentivoglio

Describe your product or service & the problem it's solving:

“Frame is a revolutionary at-home, digitally-connected Pilates reformer. Innovative and the first of its kind — Frame offers convenient access to low-impact, full-body workouts taught by best-in-class instructors. Build muscle. Lose Weight. Increase flexibility. Whatever your goal is, our extensive library of live and on-demand classes will help you lower your risk of injury, reach your fitness goals, and achieve results.”

How did you come up with and validate your startup idea? Tell us the story!

“Melissa Bentivoglio, founder and CEO of Frame Fitness, revolutionized the at-home fitness experience with a digitally-connected at-home reformer. 

Prescribed Pilates following a sports injury, Melissa’s passion for the workout intensified, fueling her deep dive into instruction and fitness training, and eventually creating a proprietary reformer for her physical studio before creating this NEW and improved version for the home!

After being told by a potential investor that a mother of three without prior CEO experience would not be able to lead a company of the magnitude she envisioned,  Melissa proved them wrong, raising even more money in her seed funding round than planned!

The reformer offers flexible on-demand and live experiences that create a fully personalized workout in the comfort and convenience of home. Think a Peloton but for reformer Pilates (and more)!”

Who is your target market?

“Anyone who is looking to get in or expand their fitness journey.”

Feeling inspired? Learn how to launch your company with our guide on how to start a startup

How did you acquire your first 100 customers?

“Through our network in [the] business and fitness industry, along with our PR/media.”

What surprised you about entrepeneurship?

“How important it is to work and surround yourself with people who see and support your vision.”

What's your #1 piece of advice for early-stage entrepreneurs?

“Don't give up, and if someone is saying no, you are talking to the wrong person.”

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