According to recent research Gen Zers and Millennials are already open to the idea of being active making them the perfect target. Research shows that time, motivation, and value for money are their most important pinch points. Having had smart phones from an early age this digitally savvy generation are influenced by Instagram, bloggers and professional athletes and brands – and are well informed and fitness aware.
So how can we best tailor marketing strategies that engage and how do we create offerings that appeal, at the right cost?
Session led by Rob Lander.
Pip co-founded Frame over 11 years ago, opening their first location in Shoreditch and growing the business to a 7-site operation. The business currently runs 1,500 classes per week and takes over 60,000 bookings every month. Pip was instrumental in pivoting the business to an online-only offering during the Covid19 pandemic, offering both On-Demand and Livestream classes, with a monthly revenue of over £100k.
Over the past 6 months, Pip has successfully carried out an MBO with her co-founder Joan, after a 4 year stint with Private Equity investors Piper.
Pip is currently Chief Marketing Officer, overseeing the Marketing, Product, Digital and Customer Experience elements of the business. She has prior experience working in Agency environments and now works with a number of creative agencies, freelancers and in-house team to ensure that the Frame Brand Values and Customer Experience are always upheld as the business grows.
Pip leads a team of Marketing and Brand professionals and has previously managed the operations of the business. She has experience across all areas of the business and has learnt a significant amount ‘on the job’ as well as through courses such as the Goldman Sachs 10KSB programme, a condensed MBA programme for entrepreneurs. She is often found speaking on panels and presenting Key Notes at Lifestyle, Fitness Industry and Marketing events and conferences.
Pip has recently been included in the Evening Standard ‘Progress 1000’, a list of the 1000 most influential people in London. She has also been awarded a Marie Claire ‘Women at the Top’ award. Pip has two young children and currently lives in Somerset, although works in London during the week. She has previously played national-level hockey and enjoys all sports and outdoor activities, along with cooking, gardening and interior design.
She is a qualified fitness instructor and still covers classes at Frame when required.