Michaella Huck
"The Pilates world is very steep in foundation, but often it lacks innovation, I had the idea to create my own reformer," Bentivogolio said.
The at-home fitness industry has surged during the pandemic. Stationary-bike-maker Peloton's stock jumped more than 400% in 2020, according to Barron's. Gyms, on the other hand, took a hit. Gold's Gym and 24 Hour Fitness both filed for bankruptcy protection in 2020. (Notably, the founder and former CEO of 24 Hour Fitness, Mark Mastrov has invested in Frame Fitness just last week in a seed funding round.)
At-home fitness grew exponentially during the pandemic, as gyms shuttered and their members looked to other ways to get in shape. The couple is betting their equipment will appeal to Pilates enthusiasts, a segment within the fitness industry that -- unlike running or cycling -- isn't the focus of most at-home workout stations.
Frame Fitness prides itself on being an asset to all levels from beginners to experts.
Reformer Pilates is often recommended for beginners because it allows them to control the amount of resistance and movement.
Frame Fitness's home reformer includes a 24.5 inch, sweat-resistant touchscreen and a wheeled frame that allows users to fold it up and stash it under their bed or in a closet. The company also offers other related accessories, including a weighted bar, a Pilates ball, a Pilates ring, and hand weights.
Investors funded the company even though Frame fitness products are not yet on the market. Bentivoglio said her experience as an instructor who has already designed a Pilates reformer -- the unique equipment used for the discipline -- provided them some comfort.
Bentivoglio previously teamed up with an industrial designer to create all 16 of the commercial Pilates equipment in her Ontario, Canada-based brick-and-mortar studio.
Frame plans to take orders for its reformer, which retails at $2,999 later this month. It's set to roll out in early 2022.
In addition to the retail price, there is also a $45 monthly cost for the class subscription or a $500 annual membership. Bentivoglio said that consumers can expect on-demand workouts that range from classical instruction to cardio infused Pilates, high-intensity boot camp classes and even yoga and prenatal stretches. Frame Fitness prides itself on being an asset to all levels from beginners to experts.
The $5 million seed round, which was announced last week, was led by Mastrov, Crunch Fitness Worldwide CEO Jim Rowley, Core Health and Fitness CEO Michael Bruno and Ernie Moody, founder of Action Gaming. It closed in March 2020.
Bentivoglio said she's found investors are extremely interested in backing at-home fitness ventures.
"There's the substantiation of appetite, there's a large investment appetite for connective at-home fitness," she said.
Correction: An earlier version of this post misstated when Frame Fitness will be taking preorders for its new products and the date the seed round was closed.
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Dogdrop launched out of Science Inc., a startup studio in downtown Santa Monica that previously backed DogVacay, in January of 2020— right before the start of the COVID-19 pandemic.
The startup provides dog care with a twist: focusing dog care around convenience, flexibility and accessibility.
Denny said their dog service is unique in that it focuses on creating an industry "gold standard" for customer and pet experience.
"A high-quality member experience is something that humans expect from other services, they can also expect the same experience at a Dogdrop location," said Denny.
Dogdrop co-founders Greer Wilk (left) and Shaina Denny
At Dogdrop, pet owners can drop off their pups whenever they need to and pick them up whenever they are ready.
Dogdrop's customers pay an hourly rate or a monthly subscription. Costs start at $20 per month for three hours and range up to $800 per month for unlimited services.
The COVID-19 pandemic caused economic hardships for many startups and small businesses. Companies like Rover, one of Dogdrop's top competitors, were forced to lay off employees within weeks of the start of the pandemic. Rover laid off 41% of its workers at the end of 2020.
"If people are working from home and not traveling, the impact on our community of sitters and walkers is devastating," its CEO said in a statement last year.
But the American Pet Products Association reported that Americans spent almost $104 billion in 2020 on services such as grooming pet sitting and pet walking. This year the association estimates consumers will spend almost $110 billion on pet services — an increase of 5.7% over last year.
Denny said her company's biggest challenge was not economic, but keeping their employees safe and supporting them through rough times.
"As someone who adopted or got a dog during the pandemic— the demand was there. Especially because we focus on what we call 'quick stops.' People are able to drop their dog off for one to three hours at a time to get them exercising or to have a quiet Zoom call," Denny said. "The real challenge was just making sure our staff felt safe and supported during these times, especially with other difficulties going on in Los Angeles specifically."
Dogdrop announced a $2.9 million raise in late September. The Series A funding round was led by Fuel Capital and also included Mars PetCare, Muse Capital, Animal Capital, Gaingels, The Helm and Wag CEO Garrett Smallwood, the chief executive of one of their biggest competitors.
The company intends to use the new funding to expand its business reach and marketing efforts.
"The pet industry is really growing right now and a lot of investors are attracted to the pet industry space," Denny said. "If we can make it through and be successful during that time it shows investors we will continue to grow."
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