When former advertising execs Pip Black and Joan Murphy launched Frame in a Shoreditch converted railway arch in 2009, they did things a little differently. They ditched everything that was irritating about the conventional gym experience and reinvented the whole business of working out. Frame now offers memberships alongside its Frame card, which is like an oyster that you top-up with credit when you're ready to rock the treadmill. It also offers imaginative, fun classes rather than boring aerobics sessions – designed with Londoners in mind. So you'll find yoga for cyclists, Mums' club – a workout you can bring your tot to, and their trademark dance classes where you can learn to shake it like Beyoncé while working off your jelly and ice-cream. Now hugely popular – and justifiably so – you need to book classes in advance to secure a place, via their efficient website. It's not a classic gym – there is no straight exercise studio for you to do your own thing in. This is a gym for those who like to get distracted by a bit of fun while they work, and its offering is based around its classes.
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