Platinum Performance® Aims to Redefine the Future of Therapeutic Nutrition and the Field of Scientific Wellness in Veterinary Medicine and Sport

Not long ago, nutrition meant something very different within the realm of veterinary medicine. While it was seen as an important part of everyday care, nutrition wasn’t thought to go much further than that. It was the early 1990s and Dr. Doug Herthel was convinced that a therapeutic approach to nutrition could, in fact, play a major role in both healing and performance in his equine patients and beyond. Could patients heal faster and more completely? Could they perform to their full genetic potential and, perhaps most importantly, could veterinarians help to create healthier and more durable athletes that could avoid the pitfalls of injury and disease when given the right tools? What began as profound questions, transformed into the mission of Platinum Performance®, founded in 1996 to change the scope of what therapeutic nutrition could accomplish within the cells of the horse, the walls of the clinic and the fences of the show pen.

A Mission for Impact

Since the first buckets were made by hand on the grounds of the Alamo Pintado Equine Medical Center over 23 years ago, Mark Herthel, eldest son of Dr. and Mrs. Sue Herthel, has led the company with a simple mission. “Growing up in a veterinary clinic we had clients, not customers. We know them, we know their horses, and our mission every day at Platinum is the same as it is with our patients at Alamo Pintado; do right by the horse and its owner,” says Herthel emphatically. That simple credo has led every decision the company has made since day one. “We set out to redefine the role of therapeutic nutrition in veterinary medicine and sport,” says Herthel, “and we work every day with that focus.”

Mark has driven the company forward with, admittedly, an unlikely juxtaposition. Coming from a family of equine veterinarians, he knew the vast potential of targeted nutrients in equine health and was determined to prove those theories with science. Platinum Performance® made research one of its key areas of focus, investing in furthering the reach of equine health through studies performed at colleges of veterinary medicine and in private practices across the country. Today, this research drives product development, resulting in formulas that address real clinical needs. Those formulas are then delivered by way of a service model derived from Herthel’s roots in a veterinary hospital. “We have extreme service standards here,” says Heather Elliott, who has led Platinum’s Advisor team since 2001. Platinum Advisors are a select group of extensively trained nutritional advisors known for highly personal service. “Our team serves with the same mantra we’ve had since the beginning,” says Elliott. “Do right by the client and their horse, every time.”

“...our mission every day at Platinum is the same as it is with our patients at Alamo Pintado; do right by the horse and its owner”

Mark Herthel,

Co-founder of Platinum Performance®

Platinum Co-founders Mark Herthel
and Doug Herthel DVM (1946 - 2018)