{"id":56022,"date":"2022-05-06T20:53:36","date_gmt":"2022-05-06T20:53:36","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=56022"},"modified":"2022-05-10T01:39:19","modified_gmt":"2022-05-10T01:39:19","slug":"frame-fitness-at-home-workouts","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/","title":{"rendered":"The At-Home Workout Company That’s Reframing Fitness"},"content":{"rendered":"
\"\"
Courtesy of Frame Fitness<\/figcaption><\/figure>\n

In the last big startup bubble, every new unicorn was \u201cthe Uber of \u201d its respective industry. Then during the pandemic, we started to see a new formulation: \u201cthe Pelotons of \u201d home fitness. Hot on the heels of the at-home workout company\u2019s stock explosion, companies like Mirror, Tonal, and CLMBR jumped on the bandwagon, scooping up customers who were sick of being cooped up at home. Already, though, the herd has thinned, with even Peloton adjusting their projections and watching their stock price plummet. Amid this tumult, Torontans turned Miami locals Melissa Bentivoglio and Lee Belzberg have quietly been developing the next hot at-home fitness concept. Many have called it \u201cthe Peloton of pilates\u201d \u2013 and it does marry a sleek at-home fitness device with custom content \u2013 but Frame Fitness<\/a>\u00a0has already managed to evade the pitfalls of the bike and tread manufacturer, rising above the facile comparisons to build something truly revolutionary.<\/p>\n

A classically trained ballet dancer and renowned pilates instructor, Frame Fitness CEO Bentivoglio had already designed her own custom reformer (the equipment used in pilates) for her studio in Toronto years ago, only to see COVID-19 crush her dream \u2013 at least, temporarily. During lockdown, Bentivoglio remembers, \u201cIt was just our kids, Lee, and I, and I kind of started designing this at-home version of a reformer on the heels of my first design. I had ample time to discuss it and to noodle together. So I showed him the very preliminary industrial design concept, and he was like, \u2018Whoa.\u2019<\/p>\n

\u201cThen I said, \u2018By the way, I\u2019m going to substantiate why I think there\u2019s a void and why we have an opportunity to pioneer a sub-sector of the market that\u2019s untapped.\u2019 And then I showed him some research I had done.\u201dFor co-founder (and husband) Belzberg, it was a lightning strike moment: \u201cI was like, \u2018Let\u2019s do this together.\u2019\u201d With a background in finance, Belzberg collaborated with Bentivoglio to build a business plan, craft a deck, and make connections with crucial investors. Before long, they were closing a $5 million seed round led by such fitness industry mega-stars as Mark Mastrov, founder and former CEO of 24 Hour Fitness, Crunch Fitness Worldwide CEO Jim Rowley, and Michael Bruno, CEO of Core Health & Fitness (home to Nautilus, Stairmaster, Schwinn, and more brands).<\/p>\n

Although Peloton was crippled during the pandemic due to disrupted supply chains and demand outpacing supply, Frame\u2019s powerful investors have simplified one of the trickiest aspects of launching a product. In addition, that brain trust offers decades of experience on top of Belzberg\u2019s own business savvy and Bentivoglio\u2019s inherent entrepreneurial spirit and dynamic, visionary leadership. (Ousted Peloton CEO John Foley surely wishes he\u2019d had such a crew in his corner.)<\/p>\n

\u201cA lot of that risk has been mitigated because we have such a massive manufacturing company that has done this for years,\u201d Belzberg explains. \u201cMichael lived in China for almost 20 years. He has factories overseas and domestically.\u201d Still, the Frame reformer is no mass-produced fitness merchandise. Rather, it is a bespoke piece of superior engineering and craftsmanship, marrying patent-pending technological innovations with an elite design aesthetic.Indeed, the Frame reformer is truly a thing of beauty: all soft curves and sleek finishes. With a 24.5 inch, sweat-resistant touchscreen and a wheeled frame, it is as functional as it is gorgeous. Currently in pre-order for $2999, it also carries a nominal $39 monthly subscription fee, granting access to its library of exclusive pilates content.<\/p>\n

\u201cObviously there\u2019s an element of aesthetic that was very important, but ultimately the utility aspects, the functionality supersedes anything,\u201d Bentivoglio says. For that reason, she and a close circle of field testers have been iterating on the product in the US for months. Bentivoglio says. \u201cWe built those reformers in the US, and we did that so that I could really have this hands-on approach, where, instead of just having something stained overseas and then waiting three months to get it, it\u2019s allowed us to move at an expeditious rate.\u201dFor early adapters who\u2019ve placed their pre-orders, delivery day couldn\u2019t come soon enough \u2013 a feeling that Bentivoglio and Belzberg share. \u201cI\u2019m excited for people to work on our machines that we\u2019ve been working on nonstop day and night,\u201d Belzberg says.<\/p>\n","protected":false},"author":27816,"featured_media":56034,"template":"","format":"standard","categories":[16,2723],"yoast_head":"\nRe-Framing Fitness with Melissa Bentivoglio and Lee Beltzberg<\/title>\n<meta name=\"description\" content=\"Miami locals Melissa Bentivoglio and Lee Belzberg have joined the at-home workout market when founding Frame Fitness, an at home pilates machine and exercise service.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The At-Home Workout Company That's Reframing Fitness\" \/>\n<meta property=\"og:description\" content=\"Miami locals Melissa Bentivoglio and Lee Belzberg have joined the at-home workout market when founding Frame Fitness, an at home pilates machine and exercise service.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/\" \/>\n<meta property=\"og:site_name\" content=\"Grazia USA\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-10T01:39:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2022\/05\/20210913_IACollaborative_11-3327-F2b.jpeg?fit=1280%2C854\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"854\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/\",\"url\":\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/\",\"name\":\"Re-Framing Fitness with Melissa Bentivoglio and Lee Beltzberg\",\"isPartOf\":{\"@id\":\"https:\/\/graziamagazine.com\/us\/#website\"},\"datePublished\":\"2022-05-06T20:53:36+00:00\",\"dateModified\":\"2022-05-10T01:39:19+00:00\",\"description\":\"Miami locals Melissa Bentivoglio and Lee Belzberg have joined the at-home workout market when founding Frame Fitness, an at home pilates machine and exercise service.\",\"breadcrumb\":{\"@id\":\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/graziamagazine.com\/us\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The At-Home Workout Company That’s Reframing Fitness\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/graziamagazine.com\/us\/#website\",\"url\":\"https:\/\/graziamagazine.com\/us\/\",\"name\":\"Grazia USA\",\"description\":\"Driving tastemakers in Fashion, Beauty and Culture\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/graziamagazine.com\/us\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Re-Framing Fitness with Melissa Bentivoglio and Lee Beltzberg","description":"Miami locals Melissa Bentivoglio and Lee Belzberg have joined the at-home workout market when founding Frame Fitness, an at home pilates machine and exercise service.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/","og_locale":"en_US","og_type":"article","og_title":"The At-Home Workout Company That's Reframing Fitness","og_description":"Miami locals Melissa Bentivoglio and Lee Belzberg have joined the at-home workout market when founding Frame Fitness, an at home pilates machine and exercise service.","og_url":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/","og_site_name":"Grazia USA","article_modified_time":"2022-05-10T01:39:19+00:00","og_image":[{"width":1280,"height":854,"url":"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2022\/05\/20210913_IACollaborative_11-3327-F2b.jpeg?fit=1280%2C854","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/","url":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/","name":"Re-Framing Fitness with Melissa Bentivoglio and Lee Beltzberg","isPartOf":{"@id":"https:\/\/graziamagazine.com\/us\/#website"},"datePublished":"2022-05-06T20:53:36+00:00","dateModified":"2022-05-10T01:39:19+00:00","description":"Miami locals Melissa Bentivoglio and Lee Belzberg have joined the at-home workout market when founding Frame Fitness, an at home pilates machine and exercise service.","breadcrumb":{"@id":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/graziamagazine.com\/us\/articles\/frame-fitness-at-home-workouts\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/graziamagazine.com\/us\/"},{"@type":"ListItem","position":2,"name":"The At-Home Workout Company That’s Reframing Fitness"}]},{"@type":"WebSite","@id":"https:\/\/graziamagazine.com\/us\/#website","url":"https:\/\/graziamagazine.com\/us\/","name":"Grazia USA","description":"Driving tastemakers in Fashion, Beauty and Culture","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/graziamagazine.com\/us\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"}]}},"jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Grazia USA","distributor_original_site_url":"https:\/\/graziamagazine.com\/us","push-errors":false,"_links":{"self":[{"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/articles\/56022"}],"collection":[{"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/articles"}],"about":[{"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/types\/articles"}],"author":[{"embeddable":true,"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/users\/27816"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/media\/56034"}],"wp:attachment":[{"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/media?parent=56022"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/graziamagazine.com\/us\/wp-json\/wp\/v2\/categories?post=56022"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}