Joanne Mathews

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 over 160 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 loves to keep moving forward, some of the key projects she has overseen recently include

  • the launch of, TenClinical, providing specialist, medically-proven and expert exercise prescription within a welcoming, and empowering boutique environment for clients with cardiac, oncological, diabetic or women’s health condition
  • the launch of a new Studio just off Tottenham Court Road - Ten’s 9th, and it’s first 1-1 only setup, offering Physio, Massage, PT, Rehab and Clinical exercise.
  • last but most definitely not least, securing £4m growth capital investment from the Foresight Group in June of this year.



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