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HCM People: Rachael Blumberg

Platefit: creator and founder

People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world

Published in Health Club Management 2019 issue 10

What’s the concept?
Platefit is a premium vibration wellness brand, based in Los Angeles. We offer a wide range of 27-minute workouts centered around Power Plate machines, a medical grade device which uses harmonic vibration. The plates are always moving in three directions – left to right, front to back and up and down - which activate muscles, making them contract 30 to 40 times per second.

We use the science of vibration to wake up cells, increase circulation, drain and detoxify the lymphatic system, reduce inflammation and accelerate recovery time. The body’s response to vibration increases serotonin and HGH and reduces cortisol.

How did you come up with the idea?
Fourteen years ago, when I was 26 years old, I went to the gym with a friend and saw a vibrating platform in the corner. I asked the fitness instructor what it was, and they didn’t really know how to use it, or show any interest. I had a go for 30 seconds, which changed my life! Intuitively I knew it was amazing and great for the body and I wanted to know more.

That night I went home and started my research, finding out that pro-athletes were using vibration technology, as well as doctors, chiropractors and a range of other health professionals for different applications, including to help fine motor skills and treat Parkinsons. It’s great for increasing power, as well as circulation, range of motion and stretching.

After six sessions I saw a huge difference in my body: I felt leaner, tighter and stronger. I was sold. Shortly afterwards, I quit my job to open a studio. I had the vision of hundreds of studios and making vibration technology available for everybody. I quickly realised that a lot of people didn’t know what it was, so it became another passion project of mine to educate people on its benefits and bring it to the masses.

How did you bring the idea to fruition?
Shortly after quitting my job, I started training Cher on her Power Plate and we decided to open a studio together. Four months in, she decided it wasn’t for her and we closed the studio, but she let me lease the machines really cheaply.

I struck out on my own and found a 200sq ft studio in West Hollywood with very cheap rent, and room for five plates. I painted it myself and brought in a boombox. There was a really affluent school opposite and I started marketing myself there and grew my customer base via word of mouth among the moms.

How has it grown since then?
I met my husband four years ago and got pregnant really quickly and at that point we made the decision for me to teach less and build and expand the brand. He believed my concept was much bigger than ‘the corner of a gym.’ Platefit was born was from that point.

We invested some money in creating a cool brand, formalised a seven day training course, found some instructors and launched the second studio in Brentwood. This was followed a year later by Studio City. We will launch Sycamore in October and are looking to expand by three or four more studios in the next year. Each studio is slightly larger than the last; the upcoming studio is 1,200sq ft and will have 15 Plates.

We have plans to grow across the US and globally. People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world. At the moment we are growing the chain ourselves, but further down the line we may look for financial backing, or franchise the concept.

Who are your customers?
In the early morning we get the young working men and women, and these are followed later on by moms. We also get high school athletes who are competing in sports and want to get stronger, as well as older people. We recommend that people come three or four times a week to get the best results.

How much do you charge?
It is $27 for one class, but we also have packages and memberships and we’re on ClassPass.

Is LA a difficult market to launch health and fitness concepts?
It’s probably the most competitive market in the world for health and fitness, but there are also lots of people who are willing to try new concepts. I think that if Platefit can survive and thrive here then it could work anywhere.
There are some copycat concepts, who have come to our classes and replicated what we do and launched in other places, so they’re doing our research for us.

Class rundown

• AbFIT: focused on building core through exercises and props.

• BarreFIT: Blends elements of Pilates, dance, ballet and barre workouts, with additional emphasis on the core.

• BootcampFIT: High intensity, full body workout.

• Barre/DanceFIT: Involves easy-to-follow dance moves with plyometrics, weights, sculpting and toning exercises.

• Deep Stretch/CelluliteFIT: uses low therapeutic vibrations to enhance a deep stretch, ending with relaxation and a deep tissue massage.

More features

Artificial intelligence

When you hear the words ‘artificial intelligence’, do you think of talking computers and helpful androids? Think again. We find out how AI can be used in fitness
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Jean-Michel Fournier

CEO, Les Mills Media
In the long term, the fitness industry will utilise technological advances in augmented reality and holographic telepresence

Sight & sound

The audio visual aspect of your club is one of the biggest factors in keeping members motivated and engaged with your offering. So how can you optimise this? We asked four of the top audio visual suppliers in the industry for their tips
people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
interview

Paul Juris

Director of sports science, Brooklyn Boulders
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
people

Andrew Grill

Practical Futurist
Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Body image

Will the body image debate define the future of fit-tech? Becca Douglas looks at the evidence

Activelab 2019

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups that are using technology to help people become healthier and more active

The middle man

Many industries have aggregators so it makes sense for the health and fitness industry to have them too. Are they a force for the good, or could it become a case of the tail wagging the dog? Kath Hudson reports
people

Ben Keenan

SUF Cycling: commercial director
This isn’t a spin around the park: SUF Cycling requires participants to dig deep, which can push some people not used to HIIT out of their comfort zone
celebs

Chris Hemsworth

I believe we all have untapped potential. And we all need support to achieve our goals. Centr puts the world’s best in the palm of your hand, to help you develop a healthier body, stronger mind, and a happier life - CHRIS HEMSWORTH

Bio Hacking

Silicon Valley hacker Dave Asprey used his tech skills to gather the latest fitness kit to create a bio hacking boutique. Kath Hudson investigates

Tech upgrade

New technology is transforming the way the health and fitness industry functions and interacts with customers. Liz Terry catches up with operators around the industry for an update

Body Insights

Want to know your biological age or your bone density, or maybe get a 3D model printed showing your hard-won new biceps? The latest tech enables this and much more. HCM does a roundup of the new kit on the market for fitness testing and body scanning

Get upgraded

HCM asks the industry’s leading software suppliers about the new tech and software features you can look forward to getting your hands on in 2019

In-club Tech

What’s happening in the world of health club management software? We get the inside view from some of the best-known tech companies in the sector

How can clubs get the most out of virtual?

HCM’s Steph Eaves gets tips from our panel of experts
interview

Matthew Allison, Space Cycle

I want to build a social lifestyle brand that combines music and wellness to create something that inspires people. I want to change the way people think of working out, so it’s like going to a club or a concert

Cycle revolution

A new age of indoor cycling is upon us, characterised by a more diverse range of bikes and consumers. Steph Eaves breaks down the options in this two-part series

Body composition analysers

Body composition analysers are an excellent way to differentiate your club, as well as help your members get results. Kath Hudson reports

Smart and flexible member payments

Providing customers with the best member experience, while maximising revenue, is vital. We look at the latest in customer centric payment solutions

ActiveLab 2018: Meet the startups in fit-tech

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups seeking to solve some of society’s biggest challenges through technology designed to get people active

Health club management software

We asked some of the biggest names in health club management software to share their predictions for the future
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
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Stages Indoor Cycling is a product and technology company that is 100% focused on creating ...
Directory
Software
Book4Time Inc: Software
Locking solutions
Monster Padlocks: Locking solutions
Spa software
ResortSuite: Spa software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
Technogym: Fitness equipment
Diary dates
03-05 Aug 2020
Raffles City Convention Centre, Singapore
30 Sep 2020
Exhibition Centre Cologne, Cologne, Germany
01-04 Oct 2020
Exhibition Centre, Cologne, Germany
07 Oct 2020
Palais Brongniart, Paris, France
features

HCM People: Rachael Blumberg

Platefit: creator and founder

People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world

Published in Health Club Management 2019 issue 10

What’s the concept?
Platefit is a premium vibration wellness brand, based in Los Angeles. We offer a wide range of 27-minute workouts centered around Power Plate machines, a medical grade device which uses harmonic vibration. The plates are always moving in three directions – left to right, front to back and up and down - which activate muscles, making them contract 30 to 40 times per second.

We use the science of vibration to wake up cells, increase circulation, drain and detoxify the lymphatic system, reduce inflammation and accelerate recovery time. The body’s response to vibration increases serotonin and HGH and reduces cortisol.

How did you come up with the idea?
Fourteen years ago, when I was 26 years old, I went to the gym with a friend and saw a vibrating platform in the corner. I asked the fitness instructor what it was, and they didn’t really know how to use it, or show any interest. I had a go for 30 seconds, which changed my life! Intuitively I knew it was amazing and great for the body and I wanted to know more.

That night I went home and started my research, finding out that pro-athletes were using vibration technology, as well as doctors, chiropractors and a range of other health professionals for different applications, including to help fine motor skills and treat Parkinsons. It’s great for increasing power, as well as circulation, range of motion and stretching.

After six sessions I saw a huge difference in my body: I felt leaner, tighter and stronger. I was sold. Shortly afterwards, I quit my job to open a studio. I had the vision of hundreds of studios and making vibration technology available for everybody. I quickly realised that a lot of people didn’t know what it was, so it became another passion project of mine to educate people on its benefits and bring it to the masses.

How did you bring the idea to fruition?
Shortly after quitting my job, I started training Cher on her Power Plate and we decided to open a studio together. Four months in, she decided it wasn’t for her and we closed the studio, but she let me lease the machines really cheaply.

I struck out on my own and found a 200sq ft studio in West Hollywood with very cheap rent, and room for five plates. I painted it myself and brought in a boombox. There was a really affluent school opposite and I started marketing myself there and grew my customer base via word of mouth among the moms.

How has it grown since then?
I met my husband four years ago and got pregnant really quickly and at that point we made the decision for me to teach less and build and expand the brand. He believed my concept was much bigger than ‘the corner of a gym.’ Platefit was born was from that point.

We invested some money in creating a cool brand, formalised a seven day training course, found some instructors and launched the second studio in Brentwood. This was followed a year later by Studio City. We will launch Sycamore in October and are looking to expand by three or four more studios in the next year. Each studio is slightly larger than the last; the upcoming studio is 1,200sq ft and will have 15 Plates.

We have plans to grow across the US and globally. People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world. At the moment we are growing the chain ourselves, but further down the line we may look for financial backing, or franchise the concept.

Who are your customers?
In the early morning we get the young working men and women, and these are followed later on by moms. We also get high school athletes who are competing in sports and want to get stronger, as well as older people. We recommend that people come three or four times a week to get the best results.

How much do you charge?
It is $27 for one class, but we also have packages and memberships and we’re on ClassPass.

Is LA a difficult market to launch health and fitness concepts?
It’s probably the most competitive market in the world for health and fitness, but there are also lots of people who are willing to try new concepts. I think that if Platefit can survive and thrive here then it could work anywhere.
There are some copycat concepts, who have come to our classes and replicated what we do and launched in other places, so they’re doing our research for us.

Class rundown

• AbFIT: focused on building core through exercises and props.

• BarreFIT: Blends elements of Pilates, dance, ballet and barre workouts, with additional emphasis on the core.

• BootcampFIT: High intensity, full body workout.

• Barre/DanceFIT: Involves easy-to-follow dance moves with plyometrics, weights, sculpting and toning exercises.

• Deep Stretch/CelluliteFIT: uses low therapeutic vibrations to enhance a deep stretch, ending with relaxation and a deep tissue massage.

More features

Artificial intelligence

When you hear the words ‘artificial intelligence’, do you think of talking computers and helpful androids? Think again. We find out how AI can be used in fitness
people

Jean-Michel Fournier

CEO, Les Mills Media
In the long term, the fitness industry will utilise technological advances in augmented reality and holographic telepresence

Sight & sound

The audio visual aspect of your club is one of the biggest factors in keeping members motivated and engaged with your offering. So how can you optimise this? We asked four of the top audio visual suppliers in the industry for their tips
people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
interview

Paul Juris

Director of sports science, Brooklyn Boulders
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
people

Andrew Grill

Practical Futurist
Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Body image

Will the body image debate define the future of fit-tech? Becca Douglas looks at the evidence

Activelab 2019

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups that are using technology to help people become healthier and more active

The middle man

Many industries have aggregators so it makes sense for the health and fitness industry to have them too. Are they a force for the good, or could it become a case of the tail wagging the dog? Kath Hudson reports
people

Ben Keenan

SUF Cycling: commercial director
This isn’t a spin around the park: SUF Cycling requires participants to dig deep, which can push some people not used to HIIT out of their comfort zone
celebs

Chris Hemsworth

I believe we all have untapped potential. And we all need support to achieve our goals. Centr puts the world’s best in the palm of your hand, to help you develop a healthier body, stronger mind, and a happier life - CHRIS HEMSWORTH

Bio Hacking

Silicon Valley hacker Dave Asprey used his tech skills to gather the latest fitness kit to create a bio hacking boutique. Kath Hudson investigates

Tech upgrade

New technology is transforming the way the health and fitness industry functions and interacts with customers. Liz Terry catches up with operators around the industry for an update

Body Insights

Want to know your biological age or your bone density, or maybe get a 3D model printed showing your hard-won new biceps? The latest tech enables this and much more. HCM does a roundup of the new kit on the market for fitness testing and body scanning

Get upgraded

HCM asks the industry’s leading software suppliers about the new tech and software features you can look forward to getting your hands on in 2019

In-club Tech

What’s happening in the world of health club management software? We get the inside view from some of the best-known tech companies in the sector

How can clubs get the most out of virtual?

HCM’s Steph Eaves gets tips from our panel of experts
interview

Matthew Allison, Space Cycle

I want to build a social lifestyle brand that combines music and wellness to create something that inspires people. I want to change the way people think of working out, so it’s like going to a club or a concert

Cycle revolution

A new age of indoor cycling is upon us, characterised by a more diverse range of bikes and consumers. Steph Eaves breaks down the options in this two-part series

Body composition analysers

Body composition analysers are an excellent way to differentiate your club, as well as help your members get results. Kath Hudson reports

Smart and flexible member payments

Providing customers with the best member experience, while maximising revenue, is vital. We look at the latest in customer centric payment solutions

ActiveLab 2018: Meet the startups in fit-tech

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups seeking to solve some of society’s biggest challenges through technology designed to get people active

Health club management software

We asked some of the biggest names in health club management software to share their predictions for the future

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Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Stages Indoor Cycling
Stages Indoor Cycling is a product and technology company that is 100% focused on creating ...
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
Get Fit Tech
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
Sign up
Directory
Software
Book4Time Inc: Software
Locking solutions
Monster Padlocks: Locking solutions
Spa software
ResortSuite: Spa software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
Technogym: Fitness equipment
Diary dates
03-05 Aug 2020
Raffles City Convention Centre, Singapore
30 Sep 2020
Exhibition Centre Cologne, Cologne, Germany
01-04 Oct 2020
Exhibition Centre, Cologne, Germany
07 Oct 2020
Palais Brongniart, Paris, France
Technogym
Technogym