A conversation with Joan Murphy, co-founder of fitness and lifestyle brand Frame. We talk about Joan’s whirlwind experience of raising capital from Piper, the perils of social media, the need for authenticity when building a brand and regular old chit chat about babies, boardrooms and pole vaulting (as you do)!


In this second episode of Challenger Chats our host Adam Spencer is joined by Joan Murphy, co-founder of Frame, a fitness and lifestyle brand that delivers in person group exercise classes from its collection of Central London sites, as well as a recently launched digital fitness solution, streaming over 130 live classes a week to its customers, or “Framers”…

Joan re-wrote the fitness rule book; replacing rigid and long term gym memberships with a more flexible, more accessible, pay as you go format. Allowing its Framers the opportunity to enjoy a wide variety of group exercise classes in a feel good, no judgement environment. This lady is on a mission… to put the fun back into fitness.

In 2017 Joan raised capital from Piper, one of the UK’s leading brand-led investors, to drive growth and expansion. We dive into this story which includes our first baby in a boardroom, and explore brand authenticity, maintaining a sense of community with an omnichannel offering and shifting consumer behaviour, fitness and wellbeing needs in a post-Covid world.

 

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