LONDON, United Kingdom — London-based Boutique studio operator Frame is gearing up for UK expansion beyond the capital, following the appointment of Gym Group founder John Treharne as Chairman.
The ten-year-old brand, which currently operates six studios, is preparing to open its seventh in Angel, London, later this year, with a further two sites planned for Brighton and Bristol in 2020.
“We’re so excited to have John, a fellow disruptor, as our chairman. He shares our passion for making it as easy and fun as possible for people to get and keep active,” said Frame co-founder Pip Black.
“His guidance will be immensely valuable as we continue to grow Frame while retaining all the elements that make us stand out in this marketplace and create a world-class experience for our Framers.”
Having started his first gym business, Dragons Health Clubs, in 1991, taking it public before it was sold in 2000, Treharne has since gone on to launch and scale The Gym Group into one of the leading low-cost gym operators in the UK.
With more than 170 sites nationwide, the business, which saw its pre-tax profits surge by more than 50 percent to £7.1million, in the first six months of this year, boasts nearly 800,000 members.
Treharne stepped down as CEO in 2018 but remains on the board as founder-director, he also sits on the board of ukactive, with the aim of increasing participation across the sector, mirroring Frame’s vision of “Getting more people moving more often’.
According to Treharne, Frame possesses huge potential to develop its unique business further, with the brand’s talented team and devoted followers being key to its success so far.
Its volume of classes (over 1,400 per week) and accessible price point have enabled the brand to thrive in a competitive market, building loyalty and a particularly strong sense of community among its customers, known as ‘Framers’. A £6 million investment from consumer-focused investment firm Piper in 2017 has also helped to fast-track expansion over the past two years, including the addition of a flagship studio in Fitzrovia.
Frame’s forthcoming Angel studio, due to open in December, will be “the perfect next step for Frame, a great location with a very strong footfall and a great range of shops, restaurants and alternative leisure offers,” said Black, in a recent statement.
“Our fitness concept is very different from the traditional brands, and we feel our ethos – putting ‘feeling good’ at the heart of our offer – will go down well in Angel, with roughly 300 classes a week to choose from across the three studios, including MumHood classes aimed at pre and postnatal mothers,” she added.
The brand is yet to disclose any further details regarding its Brighton and Bristol locations.