Our Story

Ten Health and Fitness exists as the result of a happy accident. More specifically, a car accident, back in 2006.

It didn’t feel very happy at the time, but for founder Joanne Mathews, it turned out to be genuinely and positively life-changing – it was in the rehab gym where Joanne was recovering from the back and pelvic injuries she sustained in the accident that the idea for Ten Health & Fitness was born.

It came to fruition when TenPilates (as the business was then called) opened its first Studio in Notting Hill in 2007. Nearly 10 years on, and with more than 160 staff in 10 locations, Ten has become the Dynamic Pilates and Physiotherapy destination of choice for discerning Londoners.

As a former county-level swimmer and squash player, sport and exercise has always played an important role in Joanne’s life. And with first-hand experience of the challenges and frustrations of trying to remain fit and healthy while managing injury, she knows the importance of a holistic approach to health and exercise.

Determined to ensure that clients who are recovering from injury today have a better experience than she did, Joanne added in-house Physiotherapy and Sports Massage to Ten’s Dynamic Pilates and Personal Training programme, followed by the addition of expertly taught small-group exercise (including Barre, Yoga, Stretch, TRX and HiiT classes).

This combination of expertise and service capability not only brings this philosophy vividly and effectively to life, but also enables Ten to offer its clients a uniquely collaborative and integrated Circle of Care.

With a background in Marketing – she was previously Head of Marketing & PR for Habitat and Austin Reed – Joanne believes in the importance of Brand, and since launch has helped align Ten’s positioning and values to a real customer need and drive and authentic brand proposition which has seen the business growing year on year.

As Managing Director, Joanne is responsible for Ten’s strategic direction and day-to-day performance.

Making things happen is one of her greatest pleasures. So Joanne is particularly proud of having being one of the handful of entrepreneurs who pioneered the London Boutique fitness sector – the UK’s fastest growing sector for affluent urban professionals.

She has also been instrumental in proving the concept for Dynamic Reformer Pilates, and making the no-membership, pay-as-you-go fitness model the standard operating model throughout the sector.

As an advocate of ongoing education and support for staff development (she is a qualified NLP coach), Joanne has also developed TenEducation. Initially an internal training academy, it now offers an industry-accredited Dynamic Reformer training course to a wider professional fitness and physical therapy audience throughout the UK.

Joanne loves business and people. Her ability to combine these passions makes her role at Ten the most fascinating, challenging and rewarding of her career. With her strategic approach, boutique fitness knowledge and entrepreneurial flair, Joanne will continue to develop Ten and share her insights, experiences and expertise within the sector.

Hear more about Joanne's story and Ten in this Challenger Chats podcast