Alongside founder Melissa Bentivoglio, Dua Lipa steps in to amplify Frame Fitness’ vision and accelerate its global expansion.
NEW YORK, Sept. 22, 2025 /PRNewswire/ — Frame Fitness, the revolutionary Pilates brand reimagining reformer pilates, today announced that global superstar Dua Lipa has joined as Co-Founder and Chief Creative Officer. Powered by her creative vision and deep passion for wellness and mindful movement, Lipa will reimagine the brand’s aesthetic and direction, craft compelling stories across campaign, and infuse her unique perspective into everything from product design to community experiences.
“It’s been two years in the making, and it’s finally here,” said Lipa. “Having world-class instructors at home is amazing- it makes working out something I look forward to. I want to wake up, move, and get on with my day. I couldn’t be more excited for what’s next.”
Founded in 2021 by Pilates expert Melissa Bentivoglio and entrepreneur Lee Belzberg, Frame Fitness has rapidly built a reputation for redefining the Pilates experience with sleek, tech-enabled reformers and intuitive/instructional programming.
“What makes this moment so meaningful is how organic it has been,” said Melissa Bentivoglio, Co-Founder and CEO of Frame Fitness. “Dua was the first to have a Frame reformer in Europe, and her genuine passion for Pilates and belief in what we’re building naturally grew into this partnership. Having her step in as co-founder feels like a full-circle moment—she brings not only creativity and cultural reach, but also a deep alignment with our mission to make Pilates more accessible, inspiring, and transformative for people everywhere.”
Since its launch, Frame Fitness has been on a mission to disrupt the outdated Pilates model by creating a design-forward, digitally connected, instructional reformer experience. With intuitive technology, a proprietary lightweight frame, and access to world-class instructors across on-demand classes, Frame brings Pilates into homes, hotels, and hospitality spaces worldwide.
With thousands of reformers now in studios, hotels, offices, and homes worldwide, Frame has established itself as a category leader driving adoption across professional and consumer markets. By combining design, technology, and content, Frame is creating new revenue opportunities for partners while building a global brand at the intersection of fitness, wellness, and innovation.
To learn more, visit Frame Fitness Shop | Get Your Pilates Reformer , and follow along on social at @Framereformer for the latest updates and launches.
About Frame Fitness
Frame Fitness is a next-generation Pilates company transforming how Pilates is practiced through technology, design, and community. With its proprietary reformer and immersive digital platform, Frame delivers low-impact, full-body instructional workouts for all levels—from classical Pilates to fusion cardio, yoga, prenatal, and bootcamp-style classes. Frame is redefining the reformer experience for the modern era.
Press Contact: Krupa Consulting; Rachel Krupa, 6466969850, [email protected]
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SOURCE Frame Fitness
