Building ENSŌ
Infrastructure for boutique wellness.
Built from inside the industry, with long-term intention.
ENSŌ is an infrastructure project for the wellness industry—designed to support boutique studios, facilitators and guests without forcing them into extractive platform economics.
Why this exists
Built from inside the industry
ENSŌ emerged from the lived experience of running a yoga studio and understanding the growing dependency on platforms that extract a large portion of the value created by independent operators.
Over time, it became clear that the industry needed a different kind of infrastructure. A system designed to support the people doing the work, not another marketplace optimised for scale.
ENSŌ is already operating as the booking infrastructure behind Sukha Yoga in Amsterdam. From there it is being developed step by step into a wider ecosystem for independent studios and facilitators.
This means the platform is not being designed in abstraction, but shaped through real operational use inside a working studio environment.
Global wellness economy
The global wellness economy has grown steadily, and now represents one of the largest consumer sectors worldwide.
Market context
The wellness economy has expanded significantly over the last decade. However, much of the operational infrastructure used by studios and facilitators is still controlled by intermediary platforms that capture a large portion of the value created by independent operators.
ENSŌ explores an alternative infrastructure model designed to support the field rather than extract from it.
| Mindbody | ClassPass | Treatwell |
|---|---|---|
| Studio software infrastructure | Discovery subscription platform | Marketplace – for wellness services |
| Scheduling, memberships | Demand aggregation | Hundreds of millions GMV |
While the wellness economy has grown rapidly, much of the operational infrastructure remains controlled by intermediary platforms.
ENSŌ model comparison
| Own channel | Third-party aggregator | ENSŌ model | |
|---|---|---|---|
| Studio / instructor | ~95% | ~60–75% | ~85–95% |
| Platform ecosystem | ~9–5% | ~25–40% | ~5–10% |
ENSŌ ecosystem
ENSŌ is designed as a modular infrastructure layer supporting different types of wellness services, from group practices to individual sessions and studio space.
Each layer operates independently while sharing the same booking and visibility infrastructure.
Global scenario potential
| Boutique studios globally | ≈ 500,000 |
| Average facilitators per studio | 5–20 |
| ENSŌ adoption | 10% |
| Participating studios | ≈ 50,000 |
| Average ENSŌ platform | ≈ €40k annually |
| Total ENSŌ network | ≈ €2 billion |
| Infrastructure revenue potential | ≈ €60–100M |
Steward ownership intention
ENSŌ is being developed with the intention of becoming steward-owned. This structure is designed to keep the platform aligned with its purpose over the long term, rather than optimised for resale or shareholder extraction.
The aim is to create infrastructure that remains useful and independent for the studios and facilitators that rely on it.
Open invitation
ENSŌ is still in development, but already operating inside a real studio environment. The intention is to build the platform carefully and in alignment with the people who will ultimately use it.
For that reason, the project remains open to conversations with individuals and organisations who resonate with its direction.
This includes:
- Independent studios
- Facilitators and instructors
- Technical collaborators
- Legal and governance experts
- Impact-aligned angel investors
This is not a traditional fundraising round.
It is an open invitation to connect with people who understand the long-term importance of independent infrastructure in the wellness industry.
If this resonates, you are welcome to start a conversation.
