Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Lee Belzberg, Co-Founder of Frame Fitness, located in Miami Beach, FL, USA.

What's your business, and who are your customers?

Frame is the first digitally-connected Pilates reformer designed for a tailored and intuitive at-home fitness experience. Our customers have easy access to the fastest-growing modality in fitness. Frame's sleek design and proprietary technology makes Frame the ultimate full-body training equipment for a wide range of users, from professional athletes to people recovering from injury.

Frame's large swivel ultra-HD touchscreen and innovative platform allow users to enjoy a full range of motion, and the lightweight wheeled frame makes it easy to move and store. Our customers come from diverse backgrounds and have different fitness needs, but they all share a desire to incorporate fitness into their daily routines. Whether it's a quick 20-minute workout in the morning or a leisurely evening class of Pilates, Frame offers a convenient and effective way to stay fit from the comfort of home.

We understand that not everyone has a large space for fitness equipment, which is why we designed Frame to be compact without compromising on quality or functionality. In addition, we offer financing options that allow customers to break down the cost of the reformer into smaller payments, making it accessible to more people. Overall, Frame is the ultimate solution for anyone who wants to enjoy a personalized, effective, and convenient at-home fitness experience.

Tell us about yourself

I have always been passionate about fitness and entrepreneurship, and my journey with Frame began when my partner Melissa opened a Pilates studio with her first proprietary Pilates reformer design. The reformer was an impressive 12ft in length and weighed 450 lbs. Unfortunately, when COVID hit, Melissa was forced to close her studio. That's when Melissa started thinking about creating an at-home reformer that would offer the same level of quality and convenience as her studio equipment. She noticed a gap in the market for a smaller, more sophisticated, and easy-to-use reformer, and that's where I came in. When Melissa approached me with this idea, I was immediately interested in working with her to bring it to life.

As a husband-and-wife team, we were able to collaborate effectively and bring our product to market in a short period of time. Our daily motivation comes from our family as we work tirelessly to build and grow our business. It's important to us to set a good example for our children and show them the value of hard work & dedication. Overall, our journey with Frame has been driven by our passion for fitness and our desire to create a product that makes it easier and more convenient for people to incorporate Pilates into their daily routines. We are proud of what we have accomplished so far and excited about the future of our business.

What's your biggest accomplishment as a business owner?

I am incredibly proud of what we have accomplished with Frame, and I believe our biggest accomplishment as business owners is turning our vision into a reality. We have received overwhelmingly positive feedback from our customers, and it's extremely rewarding to know that our hard work is making a difference in people's lives. We were also thrilled to have our reformer showcased at the POOSH festival, where celebrities and influential people in the industry were able to experience it firsthand. Being selected by Gwenyth Paltrow and the GOOP team for their 2022 Gift Guide was another highlight, along with being recognized by GQ, Women's Health, and SHAPE for our excellence in the fitness industry.

Overall, our biggest accomplishment as business owners is seeing the impact that our product is having on people's lives and being recognized for our innovation and excellence in the industry. We are excited about the future of our business and the potential to continue growing and making a difference.

What's one of the hardest things that comes with being a business owner?

As a business owner, one of the biggest challenges I face is managing my time effectively. This is especially true as a startup founder and a father, where balancing both family and business can be particularly demanding. While I'm committed to ensuring that my family remains a top priority, it can be challenging to find the right balance between family and work commitments. I have to constantly evaluate my schedule and make tough decisions about how to prioritize my time to make sure I'm meeting both personal and professional obligations.

Ultimately, finding that happy medium is an ongoing process that requires a lot of hard work and dedication. But I believe it's essential to building a successful business and maintaining healthy relationships with those closest to me. As a business owner, I'm always learning and growing. I'm committed to doing whatever it takes to keep pushing forward while maintaining a fulfilling personal life.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

If you're looking to start, run, and grow a business, here are my top three tips:

  1. Be passionate about your idea and trust your instincts. As an entrepreneur, you'll face many challenges, but staying true to your vision and following your gut will help you stay focused and motivated.
  2. Build a support network of trusted advisors and colleagues. Starting and running a business can be a lonely road, but having a network of people you can rely on and who understand what you're going through can make a world of difference.
  3. Remember that entrepreneurship is a marathon, not a sprint. Building a successful business takes time, hard work, and dedication. You'll face setbacks along the way, but it's important to keep pushing forward with a strong mind and a passion for what you're creating.

By following these tips, you'll be better equipped to navigate the ups and downs of entrepreneurship and build a business that you're truly proud of.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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