Dua Lipa Turns Her Pilates Passion Into a Power Move as Co-Founder, Chief Creative Officer of Frame Fitness

The pop star hosted two pilates classes in NYC to celebrate her new business venture.

Dua Lipa / Justin Singer/Courtesy of Frame Fitness

Dua Lipa is already dominating charts and the fashion landscape, and now she’s about to rule your workouts, too.

Dua Lipa / Justin Singer/Courtesy of Frame Fitness

The Grammy winner has officially joined Frame Fitness, the buzzy Pilates company known for its sleek, tech-forward reformers, as co-founder and chief creative officer. Alongside founder Melissa Bentivoglio, the 30-year-old is set to reimagine how we move, sweat and connect through mindful movement.

“It’s been two years in the making, and it’s finally here,” Lipa said in a press release. “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.”

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The partnership feels full circle. The London native was the first to own a Frame reformer in Europe, long before her official role. Her genuine passion for Pilates made the collaboration a natural step as the brand continues its rapid global expansion.

Frame, founded in 2021 by Bentivoglio and entrepreneur Lee Belzberg, has quickly become a category disruptor. Its reformers combine design-forward hardware with intuitive digital programming, offering everything from classical Pilates to fusion cardio, yoga and bootcamp-style classes. You’ll find them in luxury hotels, home gyms and boutique studios around the globe.

And with Lipa stepping in, the company is leaning even further into its creative vision. The Albanian artist will be involved in everything from campaign storytelling and product innovation to community experiences. The brand teased its London-shot campaign film at the official launch, setting the stage for a new era.

Dua Lipa / Madison Phipps/Courtesy of Frame Fitness

The announcement was also marked with an intimate New York City event last Friday, where Frame hosted back-to-back Pilates classes hosted by the pop star and a celebratory gathering. For Bentivoglio, the collaboration and launch reflected everything the brand stands for.

“Working with Dua Lipa has been a magical and synergistic experience. Her positive energy is truly inspiring, and from our first conversation, we knew she was a natural fit for Frame,” she tells SI Swimsuit. “Our launch event marked the culmination of two years of hard work, embodying everything we stand for: total health—inside and out—good habits, and positive energy. We look forward to the future as Frame continues its evolution and solidifies its position as a global leader in the Pilates world.”

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From one type of studio to another, Lipa is bringing the same creative fire she pours into her music and fashion to the wellness space, and we couldn’t be more excited to follow Frame Fitness.

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