Joanne Mathews Boutique Studio Women's Leader


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Joanne Mathews CEO & Founder, Ten Health & Fitness

Joanne Mathews is one of a handful of entrepreneurs responsible for pioneering the London Boutique fitness sector.

Introduced to the Pilates reformer whilst recovering from a car accident, Joanne founded Ten Health and Fitness in 2007. From a basement Studio in Notting Hill and a staff of 4, she has grown Ten into one of the best-respected brands in the sector, with 9 Studios across London and a team of over160 people.

As CEO, Joanne leads the business, and is responsible for all aspects of performance, operations, strategy and people management, ensuring that Ten continues to thrive, develop and remain relevant in a constantly evolving sector.

So in addition to its trademark Dynamic Reformer Pilates workout, Jo has continued to grow Ten’s offer and reputation with the addition of in-house Physiotherapy and sports massage alongside HIIT, TRX, Yoga, Stretch and Barre classes. Ten was also the first in the sector to have its own industry- accredited in-house training Academy and also, through TenEducation, to provide training courses and workshops for exercise professionals across the UK.

Joanne Mathews

102 episodes