Frame Fitness Brings Dua Lipa Onboard as Co-Founder and Chief Creative Officer
Krissy Vann | Host, All Things Fitness and Wellness
Frame Fitness has added Grammy Award-winning artist Dua Lipa to its leadership team as Co-Founder and Chief Creative Officer. The move places the global performer alongside company founder Melissa Bentivoglio in guiding the brand’s direction.
Founded in 2021 by Bentivoglio, a Pilates expert, and entrepreneur Lee Belzberg, Frame Fitness has developed a reputation for modernizing the reformer Pilates category through design-forward equipment and digitally connected programming. The company’s reformers are now in use across homes, studios, hotels, and corporate spaces worldwide.
Dua Lipa, who has been a longtime user of the brand, said the collaboration has been in development for two years. “It’s been two years in the making, and it’s finally here,” said Dua Lipa. “Having world-class instructors at home is amazing—it makes working out something I look forward to. I want to wake up, move, and get on with my day. I couldn’t be more excited for what’s next.”
Bentivoglio noted that Dua Lipa was one of the earliest adopters of the product in Europe and that her involvement grew naturally from there. “What makes this moment so meaningful is how organic it has been,” said Bentivoglio. “Dua Lipa was the first to have a Frame reformer in Europe, and her genuine passion for Pilates and belief in what we’re building naturally grew into this partnership. Having her step in as co-founder feels like a full-circle moment—she brings not only creativity and cultural reach, but also a deep alignment with our mission to make Pilates more accessible, inspiring, and transformative for people everywhere.”
The company describes its model as an effort to move away from the traditional studio-only experience by blending lightweight equipment design, on-demand classes, and connected technology. Thousands of reformers are currently in circulation, creating opportunities in both consumer and professional markets.
With Dua Lipa’s addition, Frame Fitness is expected to further expand its brand presence at the intersection of fitness, wellness, and consumer culture.
