Meet Melissa Bentivoglio: founder of the digital pilates reformer, Frame
We speak with the woman revolutionising the pilates world, on the launch of her fitness-tech company ‘Frame’.
Frame is a revolutionary, digitally connected Pilates reformer that gives you access to hundreds of on-demand and live classes. Innovative and the first of its kind—Frame’s foldable, sleek reformer is cutting-edge and modern with superior engineering and craftsmanship.
Melissa Bentivoglio, Frame founder
1 | What prompted you to start Frame?
Throughout the majority of my young life into my emerging adulthood, I was dedicated to elite classical ballet training and competitive dancing. While healing from a sports-related injury, Pilates was suggested to me for rehabilitation. This drove my deep dive into Pilates instruction and fitness training. I became a teacher in Toronto, Canada’s top studios for over a decade and developed a robust private client roster of professional athletes and top executives. In early 2018 my focus shifted from fitness training to product design. I embarked on the journey of industrial design and prototyping whilst renovating and designing a fully bespoke brick and mortar boutique studio in the heart of Rosedale, Toronto.
Frame Fitness opened in February 2020 with my custom “Frame By Melissa” studio reformers. Only six short weeks later, I was forced to close our studio doors due to the pandemic. Instead of succumbing to forces beyond my control, I channeled my entrepreneurial spirit into a concept that had intrigued me but I didn’t have the mental bandwidth to fully explore. The stay-at-home orders allowed me the ability to dive in with full force and intention and that was the beginning of my journey in designing and developing the Frame Reformer.
2. What has your journey been like as a female founder?
The journey as a female founder is a complicated balancing act. It requires determination, a strong sense of self, and an unwavering belief that you are doing something with purpose. Even though this was not the first time I had designed a proprietary reformer, this was the first time I raised money from investors and was doing so by fitness veterans. I was thrown into a world that is disproportionately and predominantly occupied by men. Less than 2% of institutional money invested last year in the U.S went to female founders/female-led companies.
Having experienced gender parity firsthand, I can say that we have come a long way- but we have a lot of work ahead of ourselves. I feel very passionate about battling those systematic barriers that contribute to gender equality, specifically in the workplace and as it pertains to the gender wage gap. I am determined to shed light and do as much work as possible to draw awareness as so much of gender inequality is embedded in our societal construct.
3. What was it like entering the digital fitness industry?
Digital fitness is an exciting competitive landscape to be a part of. Innovation in technology as well as combining functionality with beautiful elevated aesthetics is one of the reasons I think there is such an appetite. People gravitate towards accessibility and convenience.
4. How do you feel the fitness world is changing?
The fItness world is constantly evolving. I do not look at the at-home fitness market as opportunistic as a result of Covid. I think that we saw an unprecedented surge in consumers investing in home gyms because that was the only alternative- however from a business perspective I looked at the hyper-growth that Peloton, Tonal, The Mirror had Pre-pandemic and it was amazing. People have busy lives, particularly the target consumer of digital fitness products. They are high achievers, educated, and want to access convenient, innovative solutions from the comfort of their homes. They will also still go to a workout class with a friend on a weekend or a day off. I think the hybrid model will become popular as a lot of people even after being fully vaccinated are continuing to work from home because it’s convenient and effective.
5. What is the best career advice you’ve received?
The best career advice I received was “ allow yourself to say NO”. As a founder and CEO, it is important that you have a clear, concise path forward. If something comes your way that deviates from that vision, it is ok to say No. Taking others’ advice can be very valuable at times, but only you truly know the essence of the vision.
6. What is FRAME’s brand mission?
We are at our best when working out. We want you to be aware of your body—not beware. We celebrate self-motivation and hard work. We don’t waver in the face of adversity. We are a full-body workout that builds resilience. We are for people who want to reach the summit and sit on the peak. We love challenges, and we set lofty goals to overcome them. Then we move the goalposts further. We are a movement. Own your movement.
7. What’s an App you can’t live without?
DROPBOX. Ok, that is not exciting but I am not really an app person.
8. Tell us a bit about what’s on your desk right now? Your staples.
My desk currently has one of my new Frame Candles. We designed custom candles with a local company in West Hollywood. They are clean, 100% recycled glass from the ocean, soy wax, and scented with essential oils. Pulling upon our fun branding, my favorite is the “ Made for Motion” candle with hot pink wax!!
I always have my iPad, sticky notes all over my Mac desktop, and my crystals. I recently added to my collection rose quartz from Nepal. Laniege lip mask and always a coffee with cinnamon.
9. What would be a technology you couldn’t live without?
I think from a societal perspective we are heavily reliant on technological consumption from simple WiFi, to smartphones, online banking, online shopping, etc. However, for me specifically- Zoom!!! I would not be able to run my business in the way that I am if it was not for video calling and platforms like Zoom. I am on Zoom meetings all day long.
10. What is next for FRAME?
It is a very exciting time for Frame. We launched our website in Aug, went into a pre-order in Nov which so far has been amazing. There is so much organic excitement that I can’t wait to continue to evolve our brand. We just finished shooting a video campaign in NYC. We are adding to our instructor roster full swing into content creation and starting to plan activations and pop-ups in the new year so that people can try a Frame Reformer and revolutionize their workouts.
