Most B2B companies treat events and video as two separate line items... That's why neither one compounds.
You run an event, the room is great, and then it's over. Nobody filmed it properly, or the footage sits on a drive. Separately, someone books a shoot, writes a script from scratch and hopes the CEO shows up camera-ready.
Meanwhile, your best salespeople are already in your customer base. Your happiest clients would gladly tell a prospect why they chose you. They just never end up in the same room, or on the same stage.
But at StartWell, your next event can provide a whole season of content!
We've brought event venues and professional film studios together - under one roof, making it easy to host and create at the same time, anytime.
With our Content Playbook approach - your customers sell for you on stage, your show gets recorded in the studio, and our team turns it all into finished content. No vendors to wrangle, no shoots to plan, no footage left on a drive.
Commit to showing up once a month, and we'll handle everything in between.
The Playbook day
Morning on stage. Afternoon in studio. Everything filmed.
No load-in, no tear-down, no vendors to coordinate. Show up, grab a cappuccino and walk on stage.
-
Part 1: The Event (Morning: half day)
Around 50 guests: a deliberate mix of your customer advocates and warm leads. We help you shape the guest list so every prospect sits near someone who already loves working with you.
- Arrivals with barista coffee service and catered breakfast - with time to mingle
- Keynotes, fireside chats and panels featuring your leaders and your customers
- Pre-collected audience questions fed into the on-stage conversation
- Curated networking, with speakers in the room (not whisked away!)
- Every session is captured in 4K (multi-camera) with no visible crew, cables or tripods. Your guests get a great event. You get your authentic Thought Leadership content from stage.
-
Part 2: The Studio (Afternoon: ~3 hours)
Walk upstairs and onto our pre-lit, always-ready studio sets - where we'll record the rest of your content plan, including:
- Your next episodes of your video podcast
- Short direct-to-camera clips for LinkedIn and sales outreach
- Customer stories with the advocates who joined you that morning
- Evergreen brand, hiring or product videos from your plan
It starts with strategy
Before anyone steps on stage, we build your content plan.
Every engagement opens with a discovery process. We learn who you sell to, who already champions you, and where video can move the needle: sales, marketing, hiring, investor relations or internal comms. Then we design a year of Playbook days around it.
What discovery delivers:
- Audience and advocate map. Who you need to reach, and which customers, partners and leaders can carry your story.
- A show concept. The format, title and host model for your series, and how live-from-stage content plugs into it.
- Event format and guest strategy. Keynote, fireside or panel; the right customer-to-prospect mix; invite and follow-up flow.
- Content calendar. What gets recorded each day, how it's cut, and when and where it's published.
- Functional asset list. The evergreen videos each team needs: about-us, product overview, culture and hiring, sales enablement.
You bring the expertise and the relationships. We turn them into a show.
One day in. Weeks of pipeline and content out.
Here's what a typical Playbook day produces. Your mix is set during discovery. Full episodes run about 45 minutes each.
From the room, every time: warm prospects who met your happiest customers, candid event photography, and speakers and guests posting about the day.
All edited in house, with first assets ready to distribute within 2 days: stage content first, studio content right behind it. You own 100% of everything we produce, and we can publish it for you to YouTube, Spotify, Apple and LinkedIn.
-
Per Playbook Day
5 episodes, 12 cuts
2 Full episodes from the stage3 Full episodes from the studio
3 Supercuts (3–5 min summary edits)
9+ Short clips for social and sales
-
Quarterly plan (4 days)
20 episodes, 40+ cuts
8 Full episodes from the stage12 Full episodes from the studio
12 Supercuts (3–5 min summary edits)
36+ Short clips for social and sales
-
Monthly plan (10 days)
50 episodes, 100+ cuts
20 Full episodes from the stage30 Full episodes from the studio
30 Supercuts (3–5 min summary edits)
90+ Short clips for social and sales
Your show, your way
Own the narrative, or sponsor it.
At the centre of every engagement is a serial show: a video podcast that keeps your brand visible between events. We help you pick the model that fits your leaders and your market.
Live-from-stage sessions slot straight into the show as special episodes, so every event doubles as a season highlight.
The campus
StartWell brings event venues and film studios under one roof on King Street West.
20,000 sq ft, minutes from the Financial District, Liberty Village and Toronto's tech corridor. Your guests find it easily. Your team gets green rooms and workspace between sessions. Because sets never get torn down, your show looks the same every time you come back.
The Stages
Up to 150 guests each. Built-in presentation, broadcast and 4K multi-camera recording, with no visible crew or cables. Live stream or hybrid guests on request.
-
Level Up
Max Seating Capacity: 150 / Day Rate: $5,000
A bright and spacious suite - full presentation AV and furnishings with high ceilings, plenty of light (West facing windows), a bar plus large lounge seating area. On our second floor - with a glass wall overlooking our espresso bar and King Street beyond.Perfect as a single suite for most events - or to combine with other spaces, like our Offsite Venue which is on the same floor and connected.
-
Dedicated Offsite Venue
Max Seating Capacity: 150 / Day Rate: $5,000
A gorgeous and inspiring space featuring its own (optional) street entrance - full presentation AV and furnishings with high ceilings, plenty of light (windows on 3 walls!), a large bar plus lounge/seating area. On our second floor.Can be booked on its own, or in combination its lower floor (or with other StartWell spaces: see our various suggested solutions for more info.)
-
The Third Floor
Max Seating Capacity: 70 / Day Rate: $5,000
A large and spacious suite - full presentation AV and furnishings with exposed brick, high ceilings and West-facing windows (for great afternoon light) plus two 6-person breakout rooms. *This suite is directly above Level Up and features a kitchen space (for caterers to work from or leave food in) plus two in-suite washrooms.
The Studio Sets
-
Roundtable
Matte-black set, walnut table, up to 5 seats and 8 angles. Your flagship podcast.
-
Sofas
Daylight-diffused, 2–4 people, 5 angles. Founder and customer conversations.
-
Armchairs / Loveseat
Brick, bookshelves, warm light, brandable shelves. Founder stories and culture pieces.
-
Direct to Camera
Branded, white, black or brick backdrop. LinkedIn clips, launches, sales videos.
Who it's for
Built for B2B teams that sell in Toronto.
This is for you if:
- You sell B2B and your customers and prospects are within reach of King Street West.
- You have happy customers who would speak for you, and a sales team that wants more warm conversations.
- Your website, LinkedIn and sales outreach are mostly text, and you know video should be doing more.
- Your leaders have a point of view worth sharing and are willing to be on camera.
It's probably not for you if:
- You need a single one-off video with no plan behind it.
- Your customers and team can't realistically get to Toronto.
Engagement options
Pick your cadence.
Both plans are prepaid annually and include content strategy, a full-service catered event for about 50 guests, studio recording, editing and publishing. Monthly is where the flywheel really spins.
*Every event/content day at StartWell includes venue, catering, room setup, AV and stage support, 3-camera stage recording or live broadcast, candid photography, and barista coffee and tea. Remote guests via managed video call are available for no extra fee. Prices in CAD, plus HST.
-
Quarterly Playbook
Book a strategy call- 4 Campus days per year (one per quarter)
Content strategy and show development included.
- 4 Events (~50 guests, full service with catering.)
- 4 Studio sessions (~3 hours, 3 episodes - each day on campus.)
- Typical output per year: 20 full episodes, 40+ cuts.
Annual price: $161,000 (CAD + HST, prepaid.) -
Monthly Playbook (recommended)
Book a strategy call- 10 Campus days per year (March to December.)
- Content strategy and show development included.
- 10 Events (~50 guests, full service with catering.)
- 10 Studio sessions (~3 hours, 3 episodes - each day on campus.)
- Typical output per year: 50 full episodes, 100+ cuts.
Annual price: $380,000 (CAD + HST, prepaid.)
Frequently Asked Questions
Who fills the room?
You invite the guests. We help you plan the mix of customers and prospects, the invite sequence and reminders, and run check-in on the day.
What if our leaders aren't comfortable on camera?
That's what discovery is for. We can pair them with a professional host, start them as guests rather than hosts, and prep every session in advance.
Isn't this just a sales pitch with cameras?
No, and it shouldn't be. Playbook events teach, they don't sell. Your customers do the persuading by telling their own stories.
Do we have to come monthly?
No. Quarterly works well. Monthly builds momentum faster and keeps your show on a steady release schedule.
Who owns the content?
You do, 100%. We deliver all edited files, with first assets ready within 2 days, and can publish to your channels for you.
Can remote team members or guests join?
Yes. Every stage supports hybrid guests and live streaming.
How quickly can we start?
Discovery in week one, first Playbook day within four to six weeks.
Toronto's fastest-growing companies already create here.
Grammarly / Superhuman, Hubspot, Float, Wealthsimple, Adastra, Clair, Branch, Stackadapt, Voiceflow, Journey, TikTok, Monster Energy, NBC Universal, Jeeves, Smart Nora, Coupa and many more...
You can explore some of our in-studio work through the client experience videos below.
Case Study: How Venture for Canada Produced Multi-Format Brand Video in Under 3 Hours at StartWell Toronto
Venture for Canada shot interview, podcast and direct-to-camera video across three studio sets in under 3 hours. See how a StartWell content day wo...
Monster Energy's Awesome All Hands Livestream in 2026
Your customers are your best story. Let's give them a stage.
Book a 30-minute strategy call. We'll sketch your first Playbook day: who's in the room, who's on stage, and what your show could be.
Or come see the campus. We'll make you a cappuccino :)
