Board Director: Joanne Mathews

Joanne established Ten in 2007 as a result of a car crash – something that she has come to think of as her ‘happy accident’. Though it didn’t feel very happy at the time, it turned out to be genuinely and positively life-changing – the idea for Ten Health & Fitness was born in the rehab gym where Joanne was recovering from the back and pelvic injuries that she had sustained.

Ten uniquely bridges the gap between the medical community and generic fitness market and was instrumental in building the boutique fitness sector with its small group dynamic reformer Pilates classes and pay as you go model. Today Ten has 10 Studios across London and 10 different service offerings including Pilates, Physiotherapy and Clinical Exercise Prescription.  It also operates a Circle of Care model – an integrated, multi-disciplinary and client-centric approach to wellness with Ten’s MoveBetter mantra at its core.

Previously Joanne was Head of Marketing & PR for Habitat and Consultant to the board of Austin Reed on their Brand & Marketing & PR strategy taking them to sale.

Joanne has a brand driven and client centric approach to Business and leads strategic direction and innovation at Ten.