Why we built Plaece: From accident to platform founders

Written By Ann Luong

It's funny. When you read articles or watch videos about why people invest in startup founders, they always mention the same things: someone who's been a professional athlete, someone who's shown resilience, someone who fiercely believes in the impact of what they're creating.

Between the two of us, we tick a lot of these boxes. Paul's an ex-basketballer, Ann's been a publicly listed company executive, and we truly believe in what we're building. So that just leaves resilience. But this story isn't really about startups. It's about why we're here.

It all began in September 2024 with broken bones and a punctured lung.

An accident that changed everything

While many roads lead to Plaece, ours began with an accident in Thailand.

Paul, a science- and trauma-informed breathwork coach, was already deep in the frustration so many practitioners know too well. He'd been building his breathwork business and cobbling together a patchwork of tools. Spreadsheets here, YouTube links there, email threads everywhere. All of it trying to support his clients in a way that actually felt... supportive. So while recovering from serious injuries, he started building something different. A platform where he could:

  • Create and deliver coaching programs for his 1:1 clients without the tech headache

  • Give clients a daily toolbox of curated activities - no more decision fatigue or overwhelm

  • Build a real home for his community, where clients could connect with each other, not just with him

  • Deliver programs that let people learn at their own pace, with online guidance when they need it

The goal was simple: one seamless app his clients could actually use every single day.

Ann's story started differently. In the corporate world, climbing ladders that led to the top felt soulless. After years of burnout and feeling disconnected from work that mattered, she left to become a freelance marketer for small business owners. She helped them:

  • Refresh their brand strategy, so it actually reflects who they are

  • Make sense of their tech stack and connect the systems causing overwhelm

  • Drive initiatives that created real awareness, education, and growth

Then came the accident. Ann became one of Paul's breathwork clients as part of her recovery. And suddenly, she was on the other side of the experience. Trying to navigate spreadsheets, hunt down YouTube links, and piece together emails while dealing with physical pain and mental fog. It was too much. Way too much.

That's when it clicked for both of us: wellness practitioners and coaches deserve a platform built for how they actually work, and for how their clients actually want to receive wisdom, support, and community.

Not another generic tool that forces you to adapt to it. But something designed around the real, beautiful work of guiding people through transformation.

That's why Plaece exists.

So... What Is Plaece?

Plaece is an all-in-one platform designed specifically for holistic and wellness practitioners (breathwork coaches, sound healers, mindfulness and life coaches, wellbeing practitioners, and energy healers) to help them manage clients while delivering programs, sessions, community, and digital experiences in a beautifully simple app.

Why It Matters

When we started researching platforms and apps, we realized we actually needed to talk to people. So we did. And based on countless conversations, we kept hearing the same things from practitioners, coaches, and healers. They want:

  • A platform tailored to holistic and spiritual wellness, not a generic one-size-fits-all tool

  • A seamless experience for both practitioners and clients (simple, intuitive, and supportive)

  • Reduced tech overwhelm through better integrations and thoughtful design. Less is more.

  • To work with real people so you talk directly to us, not bots or faceless support queues

  • To be heard and see their feedback turned into actual features

Why We Challenge the Status Quo

We actively push back against the "make $10k a month" narratives of creator and influencer platforms because, honestly, that feels misaligned with the wellness space. Yes, we all want to make money. But that should be a by-product of solving problems, magnifying impact, and helping others.

We're not here to sell dreams. We're here to build tools that genuinely support humans helping other humans.

We'd love to see all coaches and practitioners make a serious living from their work. But we can't guarantee your success, so we won't make claims that we can.

We’re built for holistic and wellness professionals

Who Plaece Is For

Plaece exists to help you spend less time on admin and more time in your craft:

  • Breathwork coaches – get back to guiding your clients

  • Wellbeing practitioners – educate and support people with ease

  • Sound healers – share your sessions anywhere in the world

  • Energy workers – stay connected to clients between sessions

  • Mindfulness coaches – provide tools and practices for when people need them most

If your work centres on healing, growth, and transformation, Plaece is being built for you.

Ann & Paul

Ann Luong