Dua Lipa has officially stepped into the world of fitness entrepreneurship as co-founder and Chief Creative Officer of Frame Fitness. The move sees the global pop star take on a leading role in shaping the company’s strategy for its compact home reformer Pilates system, which includes an integrated screen for streaming classes. A longtime Pilates devotee, Lipa was Frame’s first European customer and used its reformer to stay fit during her Future Nostalgia world tour. Now, she’s more than a user—she’s helping drive the brand forward.
Lipa described the partnership as a natural fit: “Workouts should feel like they’re part of life—like vacation, where you wake up and do what feels good. Having world-class instructors at home is amazing—it makes working out something I look forward to.” Her involvement is expected to bring mainstream visibility to Frame as it competes in the growing connected fitness space, alongside players like Peloton and Lululemon Studio.
Dua Lipa’s jump into fitness with Frame isn’t happening in isolation — artists are increasingly linking their brand power to the booming fitness and wellness sector. Jay-Z invested in CLMBR in late 2020, backing the vertical climbing startup alongside Novak Djokovic. The move was a strategic bet on at-home connected hardware during the pandemic fitness surge, with CLMBR positioned as a challenger to Peloton.
Similarly, Niall Horan became an investor in Whoop, the performance-tracking wearable, during its rapid rise in valuation (the company was valued at around $3.6 billion in 2021). Whoop has been adopted widely across pro sports, with the PGA Tour striking a partnership in 2020, giving the brand credibility among athletes. Horan, an avid golfer himself, was a natural fit.
That context shows why Frame’s alignment with Dua Lipa feels timely. With 88M Instagram followers and over 66M monthly Spotify listeners, she brings cultural weight that even the most innovative startups can’t buy. Her role as co-founder and Chief Creative Officer gives Frame not just celebrity endorsement but hands-on credibility, echoing the strategic model of stars who’ve moved beyond endorsements into equity and creative control.
