Our story
A video membership platform made by studio owners — because nothing we tried fit the way we actually work.
Janneke started her pilates studio online. Members were enthusiastic, classes were busy, the practice was growing nicely.
The content side — recording good classes, building solid programs, curating a library members actually love — is the heart of any studio, and it's never really done. Janneke had that side under her wings and was steadily putting in the work.
What kept getting in the way was handing all of that to her members through an app that just wasn't good enough. Casting and Airplay glitched. The interface was slow. The player wasn't built for sport and exercise — pausing, scrubbing, following along in a class. Community features were limited at best.
The alternative was to commit straight away to one of the bigger platforms — but those quickly run €500 to €1,000 per month. For a growing studio that doesn't make sense, and it really isn't necessary.
Meanwhile the business kept growing, and it became increasingly clear that the app, the video streaming, and the lack of real community were starting to hold that growth back instead of carrying it forward.
That's when we decided we actually had the right combination on hand to fix this. Both experienced SaaS founders — one on the tech side, one running the studio. So we set up Etalage, for everyone who wants to share video content with their customers and community without compromise.
Etalage is a video membership platform built for fitness, wellness, and movement studios — yoga, pilates, dance, meditation, breathwork, and anything in between.
It's built by people who ran a studio, with a developer who knew how to build software that actually works.
The name Etalage is Dutch for display or shop window — because that's what your studio is. A curated space that represents you, your style, your community.
Every Etalage studio — even on the most affordable plan — gets a native app. Not a web wrapper. A real iOS and Android app where your members see your studio: your branding, your colors, your content.
Video streaming is smooth. Airplay and Chromecast are core features, not afterthoughts — because we know people want to cast their workout to the TV in their living room, and that experience needs to just work.
A studio isn't just a library of videos — it's the people showing up for them. Etalage has community built into the app, so your members can connect with your studio and with each other in the same place they watch.
On most other platforms, community lives in a separate Facebook group or chat tool — which breaks the feeling of being inside one studio. We built it in.
Most platforms are designed top-down. They're built for enterprise and trickled down to smaller studios as a starter plan with most things removed.
We built Etalage the other way around. A single instructor with a handful of videos and a handful of members should get the same quality experience as a studio with thousands of subscribers. The difference is only in scale, not in quality.
You can start for €49 per month. You can have your first member watching your first video the same day you sign up.
You don't need to stitch together Stripe, a membership plugin, and a video host. Etalage handles payments and subscriptions natively. Members pay, get access, and watch — simple.
If you're already on another platform and you're tired of it, we offer a migration service. Your videos, your content, your member data — we help you move it over so you can start fresh without starting from zero.
For studios that have grown to the point where they want their own branded presence in the App Store — Etalage supports white-label builds. Your studio, under your own name, in the store.
Etalage is for the online pilates instructor who just recorded her first 10 videos and wants to turn them into a real membership. For the yoga studio that's been on Zoom calls and is ready to offer something more polished. For the wellness brand that has outgrown whatever they were using before.
It's for anyone who wants their members to have a beautiful, smooth, professional experience — without needing a big team or a big budget to deliver it.
Etalage is live. Studios are running on it. Members are using the app, casting to their TVs, finishing programs, and coming back.
We're still a small team, but we're building fast — and we're building based on what real studio owners tell us they actually need.
From €49 a month, you can have a real, live, beautiful studio experience up and running today.
Download the Etalage app to access your studio's content, classes, and community.
Log in with your email to access all your studio memberships in one place.
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