What Platinum Performance does

Platinum Performance is a privately held animal health nutrition company founded in 1996 and headquartered in Buellton, California. The company develops and sells veterinary-formulated wellness supplements built on omega-3 fatty acid platforms, with its core portfolio centered on four equine wellness foundation formulas (Platinum Performance® Equine, CJ, DJ, and GI) that address joints, muscles, hooves, skin, coat, and digestion. The underlying technology relies on proprietary ingredient systems — most notably Bio-Sponge® for gastrointestinal support — combined with synergistic blends of antioxidants, vitamins, trace minerals, prebiotics, probiotics, and glutamine. A secondary canine product line, including Platinum Performance® Canine CJ, extends the same formulation philosophy into the companion animal market.

The business operates a multi-channel distribution model: direct-to-consumer e-commerce at platinumperformance.com (US), with regional storefronts for Canada and Mexico; the Direct Dispense® Program and PlatinumVET™ veterinary-exclusive formulas sold through equine practitioners; and the Barn Program for bulk buyers. Pricing is unit-based ($77-$179 per equine SKU) with an Auto-Ship subscription option providing 50% off ground shipping and a four-tier Platinum Rewards® loyalty program (Starting Gate through Triple Crown) that issues redeemable points. Customer segments are primarily individual horse owners across performance disciplines (dressage, eventing, barrel racing, show jumping, endurance) and pet owners, supplemented by veterinary professionals and barn operators. A distinctive feature is Platinum Colic Coverage®, which provides up to $15,000 in colic surgery reimbursement for enrolled horses, functioning as a switching-cost mechanism layered on top of the product business.

The company maintains strategic relationships with Zoetis (animal health industry), Colorado State University's College of Veterinary Medicine and the C. Wayne McIlwraith Translational Medicine Institute (academic research, including an endowed chair), and the American College of Veterinary Surgeons (professional association). Content marketing, a quarterly Platinum Magazine, podcasts, social media, and an annual Platinum Summit support customer acquisition and education. Headcount stands at 51-100 employees; the company is bootstrapped with no disclosed funding rounds or institutional investors.

Name

Platinum Performance

Legal name

Platinum Performance Inc.

Website

https://platinumperformance.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Platinum Performance is a veterinary-founded animal health nutrition company, established in 1996, that develops and sells omega-3-based wellness supplements primarily for horses and secondarily for dogs through direct e-commerce, veterinary channels, and bulk barn programs across the US, Canada, and Mexico.

Ownership category

akta.pro rank

Product category

Animal Health & Equine Nutrition

NAICS

Animal Food Manufacturing (31111), Other Animal Food Manufacturing (311119)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)

akta.pro secondary industries

Equine Nutrition & Therapeutic Diets (HLAMAHAE), Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ)

Keywords

• Equine nutritional supplements
• Horse wellness formulas
• Veterinary animal nutrition
• Equine joint supplements
• Canine nutritional support

Headquarters

HQ city

Buellton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through the company's website platinumperformance.com, with prices ranging from $77 to $179 for equine formulas and similar pricing for canine products.
2. Subscription/Auto-Ship: Platinum Auto-Ship program offering automatic delivery on a customer-defined schedule with 50% off ground shipping, creating recurring subscription revenue.
3. Veterinary Channel Sales: Products distributed through veterinarians via Direct Dispense® Program and PlatinumVET™ formulas, with customers able to earn rewards points on veterinarian purchases.
4. Barn Program/Bulk Sales: Volume pricing program for horse barns and facilities purchasing for multiple horses, providing discounted pricing on bulk orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Platinum Performance formulates, manufactures, and sells veterinary-developed nutritional supplements for horses and dogs. The core equine line is built on omega-3-based wellness formulas (Equine, CJ, DJ, GI) addressing joints, digestion, hooves, coat, and overall health, supported by a portfolio of targeted products (Bio-Sponge®, Platinum Balance®, Hoof Support, Gastric Support, Power, Skin & Allergy). The company also sells a Canine CJ formula and operates complementary programs such as Platinum Colic Coverage® and Auto-Ship subscription delivery.

Product overview

Platinum Performance is an animal health nutrition company offering a portfolio of wellness and performance supplements for horses and dogs. The core product line centers on four foundational equine wellness formulas (Platinum Performance® Equine, CJ, DJ, and GI) that provide comprehensive nutritional support including joint, digestive, and overall health benefits. The CJ variants add specialized joint support, while DJ and GI variants focus on digestive health with DJ combining digestive and joint support. Canine products include Platinum Performance® Canine CJ for dogs. Beyond supplements, the company offers complementary programs including Platinum Colic Coverage® (up to $15,000 colic surgery reimbursement), Platinum Rewards® loyalty program, Platinum PAKs® personalized packs, Barn Program bulk pricing, Auto-Ship delivery, and specialized programs for farriers and military/first responders.

Differentiator

Problem solved

Functional benefit

Brands

• Platinum Colic Coverage®: Complimentary program offering up to $15,000 in colic surgery reimbursement for enrolled horses.
• Platinum Rewards®
• Platinum PAKs®
• PlatinumVET™
• Direct Dispense®
• Platinum Longevity®
• Bio-Sponge®

Products and services

• Platinum Performance® Equine The Equine Wellness & Performance Formula: a comprehensive omega-3 formula designed to support equine health at the cellular level, including joints, muscles, hooves, skin and coat, and digestion. For horse owners seeking a foundational daily wellness supplement.
• Platinum Performance® CJ
• Platinum Performance® DJ
• Platinum Performance® GI
• Platinum Performance® Canine CJ
• Bio-Sponge®
• Bio-Sponge® Paste
• Platinum Balance®
• Healthy Weight Oil and Pump
• Platinum Hoof Support
• Platinum Gastric Support®
• Platinum Power®
• Platinum Skin & Allergy
• Platinum PAKs®
• Auto-Ship Program
• Barn Program
• Platinum Colic Coverage®

Quantifiable outcome

• Up to 90% of racehorses and 60% of performance horses affected by gastric ulcers (industry statistic)
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ZoetiscoreStrategic or Co-development PartnerPlatinum Performance has a documented relationship with Zoetis, evidenced by content on the Platinum Performance & Zoetis page. The nature of the partnership appears to be related to the animal health industry collaboration.
• Colorado State UniversitycoreStrategic or Co-development PartnerPartnership with CSU's College of Veterinary Medicine and Biomedical Sciences, including the C. Wayne McIlwraith Translational Medicine Institute. Dr. Felix Duerr holds an endowed chair at CSU, and the company features CSU research and veterinarians in educational content.
• American College of Veterinary Surgeons (ACVSMR)minorStrategic or Co-development PartnerCollaboration with veterinary sports medicine and rehabilitation specialists including board-certified veterinarians who contribute to educational content and clinical research.
• Veterinary Veterinarians & PractitionerscoreChannel Partner/ Reseller/ DistributorNetwork of veterinarians who recommend, dispense, and prescribe Platinum products through their practices. Includes Direct Dispense® Program, veterinary-specific PlatinumVET™ formulas, and professional education programs.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AniMed: Manufacturer of equine and companion animal supplements sold through feed dealers and online channels. Comparable to Platinum Performance in product mix and target customer base.
• Kentucky Performance Products: Specialty equine supplement company offering targeted nutrition products (joint, hoof, digestive, calming) directly to horse owners and through veterinary channels. Closely comparable to Platinum Performance in product mix, premium positioning, and customer base.
• Ramard: Equine supplement company offering joint, performance, and recovery formulations. Competes directly with Platinum Performance's CJ and DJ product lines in the equine joint and digestive category.
• Manna Pro: Equine and livestock nutrition brand owned by Compana Pet Brands, offering a broad line of equine supplements, treats, and feed. Directly comparable to Platinum Performance in supplement category and horse-owner target customer.
• SmartPak: Equine supplement company offering SmartPaks (personalized daily-dose supplement packs) directly to horse owners via subscription. Highly comparable to Platinum Performance's Platinum PAKs® program and Auto-Ship subscription model.
• Uckele Health & Nutrition: Animal supplement manufacturer offering equine, canine, and other species nutrition products with veterinary and direct distribution. Comparable to Platinum Performance in multi-species wellness positioning and veterinary-channel emphasis.
• Vita Flex Nutrition: Equine and companion animal supplement company with a focus on performance and joint health products. Directly competes with Platinum Performance's joint and performance formulas in the equine segment.

Broad incumbents

• Nutrena (Cargill): Cargill-owned equine feed brand with deep retail and dealer distribution. Overlaps with Platinum Performance at the horse-owner level but focused primarily on complete feeds rather than premium supplements.
• Purina Animal Nutrition: Nestlé Purina's equine division produces complete feeds and supplements for horses. It is a broad incumbent in equine nutrition with deep retail distribution and significantly larger scale than Platinum Performance, serving overlapping horse-owner customers.
• Farnam (Central Garden & Pet): Long-established equine care brand offering supplements, dewormers, fly control, and grooming products. Competes with Platinum Performance in equine supplements but with a much broader product portfolio and mass retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/platinumperf
• YouTubeyoutube.com/user/ThisIsMyHorseVideos
• Facebookfacebook.com/platinumperformanceinc
• Instagraminstagram.com/platinumperformance
• Pinterestpinterest.com/platinumperf
• LinkedInlinkedin.com/company/platinum-performance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Platinum Performance