In celebration of Women’s History Month, we’re spotlighting Joanne Mathews, founder and CEO of Ten. Joanne shares the personal journey that inspired Ten, the challenges she’s navigated as a female founder and her perspective on building a multidisciplinary business in an evolving wellness landscape. Her insights offer a compelling look at leadership, resilience, and the future for women in the health and fitness industry.
1. What inspired you to create Ten, and what problem were you determined to solve in the fitness and wellness space?
Ten was born from personal experience. After a serious car accident in 2007, reformer Pilates played a vital role in my recovery at a time when I could barely walk. It completely changed the way I thought about movement, rehabilitation, sustainable strength and long-term wellbeing.
That experience made me realise there was a clear gap between clinical rehabilitation and mainstream fitness. I wanted to create a business that could bridge that gap — supporting people from injury or chronic illness, through recovery, and into long-term health and wellness, all under one roof. I also saw an opportunity to make Pilates more accessible and to use its benefits to help more people live pain-free, stronger and more mobile lives.
2. As a female founder and CEO, what has been one of the biggest challenges you’ve had to navigate, and how did you overcome and learn from it?
One of the biggest challenges has been leading through disruption while protecting the quality and culture of the Ten brand. In the wake of Covid, we lost more than 80% of our workforce, while the wider industry was also facing a shortage of highly trained instructors.
What that period taught me is that resilience has to be built into the business. We responded by investing even more deeply in education, creating a rigorous instructor development pathway, and staying absolutely clear on our standards and purpose. For me, leadership means being unwavering about what Ten stands for and having the conviction to protect that through every challenge.
3. What’s been one of your proudest achievements since founding Ten?
One of my proudest achievements is that, nearly two decades on, Ten has become one of the UK’s most respected names in health and fitness while staying true to its purpose. I’m proud that we’ve built a business known for expert education, inclusivity and genuine impact.
Most of all, I’m proud that we change clients’ lives every day and that we’ve created meaningful, long-term careers for our team. Many studio owners and trainers, both in the UK and internationally, started their journey with Ten, which speaks volumes about the strength of our training, our culture and our values.
4. As a CEO, what values are non-negotiable for you, and how do you build a strong team culture?
My non-negotiables are rooted in our culture and in living our brand values every day: deep expertise, truly understanding our clients, and offering genuine support. We are uncompromising on quality, clear in our expectations, and committed to delivering with consistency, integrity and inclusivity.
We build a strong culture by investing in education, working collaboratively across the different services, and being rigorous about how we deliver what we do. Just as importantly, we create an environment where both clients and team members feel they belong. When people feel supported and aligned around a clear purpose, that is when you build something lasting.
5. How do you see the fitness and wellness space evolving for women, and what do you think still needs to change?
I believe the fitness and wellness space needs to evolve in a far more positive and intelligent direction. The conversation should be less about aesthetics and quick fixes, and much more about strength, longevity and health across every stage of a woman’s life.
Women need support that reflects real life — whether that is pregnancy, postnatal recovery, rehabilitation, menopause or simply the desire to move well and feel strong for the long term. What still needs to change is the industry’s tendency to be image-led and exclusive. We need a more inclusive, evidence-led, accessible and sustainable approach to wellbeing.
At Ten, we will continue to bridge the gap between the medical community and the wider fitness market. I will always champion strength, mobility and health over aesthetics, so that our clients feel welcomed, not judged, and truly supported for the long term.
6. What advice would you give to women who want to build something of their own or succeed in the health and fitness industry?
Be very clear about the problem you want to solve, and make sure it genuinely matters to you. Build something with substance — not just something that follows a trend.
Invest in great people, understand your own strengths, and stay true to your standards. Be brand and client-first in every decision you make and do not be afraid to be focused and ambitious about your vision. The businesses that last are the ones built with purpose, discipline and genuine care for the people they serve.
