How has marketing played a role in Platinum’s uniqueness and growth?
Platinum opened in 2010 with no social media presence for the first five years. That word-of-mouth foundation turned out to be the most valuable thing we could have laid down, because when the industry got crowded, we already had deep roots.
Standing out requires real substance and commitment. We invest enormously in developing the next generation of educators, so what we deliver to clients is relevant, grounded in current research and not just a new trend.
We’ve stayed entirely organic – no influencer partnerships. The retention from whom we reach is stronger, the community is deeper, and our referral rate speaks for itself. When our name is attached to something, it’s because it genuinely aligns with what we stand for, whether that’s our clinical services, our wellness programme, or working with high-performance athletes at Leinster Rugby. We’re selective about who and what we partner with, and that selectivity is itself a strategy.
What role do digital tools and agility play in making that possible?
Running a multi-location studio with 38 Pilates teachers, physiotherapists, and a back office team means communication has to be seamless. Our branded app handles the client-facing side, booking, account management, and studio updates, which frees our team to focus on what actually matters. Behind the scenes, we rely on video calling for cross-site check-ins and team communications, keeping everyone aligned across locations without always needing everyone to be in the same room.
With instructors and physios moving between studios throughout the day, that agility is really important. A good network signal is vital. Human connection is one of the pillars of health, along with sleep, nutrition, exercise and stress management, and our digital platforms allow us to access that human connection even when we operate in different locations.