11 Mar 2016
Frame to launch fitness and lifestyle boutique in London Victoria
BY Jak Phillips
Female-focused fitness chain Frame will unveil its fourth boutique studio next month, just a medicine ball’s throw away from London’s Victoria Station.
Designed by architects Matheson Whiteley, with strong input from Frame founders Pip Black and Joan Murphy, the soon-to-be-completed studio features a range of exercise areas, in addition to an on-site café and dedicated retail space.
The site comprises three studios: a reformer Pilates studio, a sound-proof fitness and dance studio, plus a yoga/barre studio. Designed with the time-poor in mind, Frame Victoria will see the introduction of three new 30-minute lunchtime classes – Gliders, Energy Shot and Mini Barre – in addition to Frame favourites such as its Beyoncé dance workshops.
“Literally 20 steps from the station, Frame Victoria is the first pay-as-you-go, multi-discipline studio in SW1,” said Frame co-founder Pip Black.
“It really is a one-stop-shop for all things health and fitness, making it a destination for Framers to have fun getting fit, grab lunch from the Fuel café and even pick up a pair of leggings from the Frame Shop and get back to their desk all within the lunch hour.”
Frame, which launched its third site in King’s Cross late last year, is also exploring locations in several trendy UK cities in a bid to export boutique fitness beyond the capital. London has been a hotbed of boutique fitness growth in recent years and several of the city’s concepts are now looking at expansion further afield.
A company spokesperson told Health Club Management that sites will likely launch in Manchester and Birmingham this year, while international studios are also on the cards.
Having received funding in December from angel investors, the company’s founders have previously said they expect revenue to increase to around £5m this year (from £2.8m in 2015) as they scale up the retail side of the business.
Both Frame Kings Cross and Victoria feature a retail area stocked with a wide range of activewear and the company is embarking on a second sportswear collaboration with fashion chain Whistles set to launch in May. Frame also launched a new website last year, which aside from the fitness offering, features an online shop carrying a range of on-brand clothing, nutrition and lifestyle products.
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