Platinum Pilates
A complete ground-up website build for Ireland's leading Pilates and Physiotherapy brand. Operating across five studio locations and three physiotherapy clinics in Dublin, Platinum Pilates required a Squarespace platform that could elegantly serve a multi-location fitness brand — handling class timetables, tiered pricing, online booking, an e-commerce shop, gift cards, and a rich class and therapy content structure — all from a single, cohesive digital presence.
The Brief.
Platinum Pilates had grown into Ireland's leading reformer Pilates and physiotherapy brand, with five studios and three physiotherapy clinics across Dublin — Sandymount, Stillorgan, Clonskeagh, Glenageary, and Hatch Street. As the business scaled, the need for a digital platform that could match the brand's premium positioning and operational complexity became critical.
The brief was to design and build a complete Squarespace website from scratch — one that could communicate across multiple audience types simultaneously: newcomers exploring Pilates for the first time, existing clients managing bookings and class packs, physiotherapy patients seeking specialist care, and corporate partners interested in workplace wellness programmes. The site also needed to integrate seamlessly with the Mindbody booking and membership platform that powers Platinum's class scheduling and account management.
Core Deliverables.
The build encompassed the full breadth of Platinum's offering — from four reformer class tiers to three therapy disciplines, five studio locations, and an integrated e-commerce and membership layer:
Brand-Led Design
A clean, premium visual identity translated into a Squarespace build — reflecting Platinum's positioning as Ireland's leading movement and wellbeing brand across all pages.
Multi-Location Architecture
Dedicated studio pages for all five locations — Sandymount, Stillorgan, Clonskeagh, Glenageary, and Hatch Street — each with individual timetable links and location-specific information.
Class Structure & Content
Full content build covering four reformer class levels (Essentials, Dynamic 1, 2, 3), Reformer Natal, Clinical Pilates, Tower Pilates, and Corporate Wellness programmes.
Physiotherapy Integration
Physiotherapy services section covering general physio, Clinical Pilates, and Emsella Chair treatment — with dedicated pages for each service and the three physio clinic locations.
Mindbody Booking Integration
Full integration with the Mindbody platform for class booking, timetables, account login/register, and class pack purchasing — seamlessly embedded within the Squarespace environment.
E-Commerce & Gift Cards
Online shop built for merchandise and class pack sales, with Mindbody gift card integration allowing customers to purchase and redeem gift cards directly through the site.
Tiered Pricing Architecture
A clear, structured pricing page presenting intro offers, class packs, and membership options — designed to reduce friction and convert new visitors into first-time bookers.
Mobile App Deep Links
App Store and Google Play links prominently integrated throughout the site, driving downloads of the Platinum Pilates app for on-the-go booking and timetable access.
Design & UX Approach.
The design challenge at the core of this build was serving multiple distinct audience journeys from a single homepage — without creating a cluttered or confusing experience. Platinum's customer base ranges from complete Pilates beginners to seasoned reformer athletes, and from patients seeking physio treatment to corporate HR teams exploring wellness partnerships.
The solution was a content hierarchy that leads with movement and aspiration — drawing visitors in with the brand promise — before quickly directing them to their relevant journey through a clear navigation structure and targeted CTAs. The homepage was architected around three content pillars: The Workout (reformer classes), The Therapy (physio, Emsella, Clinical Pilates), and The Care (breathwork, natal, corporate) — giving every visitor a clear entry point regardless of their need.
Key UX Decisions
- Prominent "Buy Classes" CTA: Placed persistently in the navigation for existing clients who know exactly what they need — reducing friction for the highest-value conversion action.
- New visitor onboarding: Dedicated "New to Platinum?" section guiding first-timers toward Reformer Essentials and intro offer pricing, reducing the intimidation factor of starting Pilates.
- Studio-first location pages: Each studio has its own page rather than a single generic locations list — reflecting the distinct character and class offering of each site.
- Timetable access from multiple points: Timetable links embedded throughout — homepage, class pages, studio pages, and navigation — to reduce the number of clicks between interest and booking.
- Social proof integration: Client testimonials and Instagram feed embedded to build trust and reflect the community culture that is central to the Platinum brand.
Technical Build.
The site was built on Squarespace, selected for its visual design flexibility, reliable hosting infrastructure, and native e-commerce capabilities — while allowing custom code injection for the Mindbody booking integration and bespoke UI components.
Platform & Integrations
- Squarespace CMS: Full site built on Squarespace for ease of ongoing client content management — instructors, physio team pages, journal posts, and pricing all editable without developer input.
- Mindbody integration: Class timetables, booking flows, account login/register, and gift card purchasing all powered by Mindbody and embedded via custom widget code into the Squarespace environment.
- E-commerce: Squarespace native shop configured for merchandise, class packs, and gift card sales with Mindbody synchronisation.
- Custom CSS & code injection: Bespoke styling applied throughout to bring the design beyond Squarespace's default templates — custom typography, spacing, hover states, and section layouts.
- Mobile optimisation: Full responsive design across all breakpoints, with app store deep links and mobile-first booking CTAs given priority placement on smaller screens.
Content Architecture
- 7 primary navigation sections: Home, Pilates, Physio, Prices, Timetable, Emsella, Shop — each with structured sub-pages.
- 5 studio location pages — Sandymount, Stillorgan, Clonskeagh, Glenageary, Hatch Street.
- 3 physio clinic pages with service-specific content for each location.
- Full class content: Reformer Essentials, Dynamic 1–3, Natal, Clinical Pilates, Tower Pilates, Breathwork, Corporate Wellness.
- Supporting pages: About Us, Instructors, Physiotherapists, Journal, FAQs, Health & Safety, Privacy, Cancellation Policy, Terms of Use, Contact.
Results & Outcomes.
The completed build delivered a platform that supports Platinum Pilates' position as Ireland's leading reformer and physiotherapy brand across all five Dublin locations:
| Deliverable | Outcome |
|---|---|
| Platform | Full Squarespace site built from scratch — zero to live |
| Studio pages | 5 individual location pages with timetables and class info |
| Physio pages | 3 clinic pages with dedicated service and team content |
| Class content | 8 class types fully documented with descriptions and booking CTAs |
| Booking integration | Mindbody timetables, login, class packs, and gift cards embedded site-wide |
| E-commerce | Online shop live for merchandise and gift card sales |
| Mobile experience | Fully responsive with app store links and mobile-priority CTAs |
| Content pages | 20+ pages built covering all classes, clinics, teams, and support content |
Key Observations.
Multi-Location Brands Need Unified but Flexible Architecture
With five studios and three physio clinics, each with its own timetable, class offering, and character, the site needed to feel like one cohesive brand while still giving each location its own dedicated presence. The solution — individual studio pages nested within a unified navigation and brand design — allows Platinum to promote specific locations in marketing without sending visitors to a confusing shared page.
Booking Friction is the Primary Conversion Barrier in Fitness
For a fitness business, the gap between interest and booking is where most potential customers are lost. The entire UX of the Platinum site was designed to collapse that gap — persistent "Buy Classes" and "View Timetable" CTAs, a dedicated new visitor pathway, and Mindbody booking embedded directly within the site rather than requiring users to navigate to an external platform.
Squarespace with Custom Code Bridges Premium Design and Client Autonomy
Squarespace's native design tools were extended with custom CSS and code injection throughout — giving the site a bespoke, premium feel that goes well beyond a standard template build, while ensuring the Platinum team can update instructors, class descriptions, pricing, and journal posts without any developer dependency.