LONDON, United Kingdom — Boutique studio operator Frame is gearing up for the launch of two new studios in London, following £6m in investment earlier this year.
Located in Hammersmith and Fitzrovia, both outposts will house multiple studios, a retail zone and cafe. Frame Fitzrovia will stand as the brand’s largest location to date, with five studios including a Reformer Pilates studio, equipment-based fitness studio, yoga studio, freestyle fitness room and a barre and dance studio.
“We’ve always wanted to expand across London,” explain Co-Founders Pip Black & Joan Murphy.
“Fitzrovia was a key area for us as it’s creative with lots of media businesses, and we already had quite a lot of partnerships in the area. Likewise, Hammersmith is undergoing a great regeneration project at the moment, so it’s exciting to be part of it. The area is home to some big players in the Global Lifestyle sphere.”
Frame, which launched nine years ago, currently operates 4 studios across London. Having self-funded the brand’s growth with bank loans for the first seven years, Black and Murphy teamed up with angel investors in 2015 to facilitate expansion into Kings Cross and Victoria.
Now, with years of operating experience under their belts and a proven performance track record, the duo feel that they were in a strong position to go for private equity for this stage of expansion.
Raising £6m in investment from consumer-focused investment firm Piper, in October, Frame plans to expand further across London and nationwide over the coming years. However, for now, Black and Murphy are concentrating on pulling all their resources to ensure the smooth launch of Hammersmith and Fitzrovia.
“With the addition of Fitzrovia and Hammersmith it will bring our studio total to 6, so making sure they all get the attention they need will be a challenge but we’re prepared,” say the pair.
One of the strategies they’ve employed is to develop a strong pipeline of employees over the past couple of years, who have now stepped into bigger roles such as area managers. The brand’s in-house training arm ‘Frame Academy’ will also help to vet the standard of newly recruited trainers.
“We started Frame Academy’s Active IQ certified training courses so we can raise the standard of training in both our studios and throughout the fitness industry,” they reveal.
In addition, courses focus on more relevant business tools such as social media and self-marketing, to enable trainers to boost their personal brands.