At-home pilates reformer brand Frame Fitness has secured a US$5m seed financing round led by Mark Mastrov, founder and former CEO of 24 Hour Fitness.

Mastrov's investment was accompanied by funding from other fitness pioneers – including Jim Rowley, CEO of Crunch Fitness Worldwide; Michael Bruno, CEO and chair of Core Health and Fitness; and Ernie Moody, founder of Action Gaming.

Launched for presale this month (October 2021), Frame Fitness will be marketed as the first at-home, digitally connected pilates reformer with a tailored, intuitive experience.

Priced at US$2,999, Frame features a large 24.5 inch, swivel, sweat-resistant, ultra-HD touchscreen; novel spring technology; and a lightweight wheeled frame that can fit under a bed when in storage mode.

The equipment will be supported by flexible, on-demand and live workouts, from classical instruction to cardio infused Pilates, HIIT boot camp classes, yoga and prenatal stretching.

Frame was do-founded by Melissa Bentivoglio – a pilates instructor and proprietary reformer inventor – and her husband, Lee Belzberg.

"Frame is the evolution of Pilates, breaking away from outdated reformers that are designed for commercial use with the need to have an instructor present," Bentivoglio said.

Mark Mastrov added: "It's the best total body home exercise movement I have seen.

"I'm looking forward to helping accelerate the brand's growth and development to help bring Frame to consumers around the country as they revolutionize the way Pilates is practised."