“When we first opened in Shoreditch we didn’t bother running classes on a Sunday, everyone was too trashed”. Pip Black and Joan Murphy, founders of Frame, explain how they’ve revolutionised London’s attitude to exercise
It’s 8.30am on a Wednesday morning and Pip Black and Joan Murphy have spent the last hour bouncing around outside Kings Cross, leading 350 people (mainly women) in a Nike X train class. It’s part of a new collaboration between the fitness brand and their company, Frame, an exercise studio that launched just over seven years ago and redefined the idea of working out in London.
Running classes such as ‘80s aerobics and music video, Frame brings an element of fun and excitement to the ever-expanding fitness market. Rather than simply go to a class and workout, Black & Murphy wanted to create a lifestyle brand, to turn exercise into an event.
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