Bluprint
Craftsy (operated by TN Marketing, LLC) is a subscription video platform offering 2,000+ expert-led classes across 20+ creative categories, serving individual hobbyist crafters and corporate customers through direct-to-consumer memberships, purchase-to-own classes, physical DVDs, and a B2B wellness tier.
- Company typePrivate
- Founded2011
- HeadquartersDenver, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Bluprint does
Craftsy (formerly Bluprint) is a subscription video-on-demand platform operated by privately held TN Marketing, LLC, headquartered in Plymouth, Minnesota, that delivers expert-led instructional classes in 20+ creative categories including quilting, sewing, knitting, crochet, cake decorating, baking, cooking, drawing, painting, photography, paper crafts, jewelry making, writing, embroidery, and home decor. The platform serves individual hobbyist crafters as its primary segment and corporations via a parallel B2B tier (Craftsy@Work) for employee wellness and team-building, with a Spanish-language sub-brand (Craftsy en Español) extending reach into Hispanic and Latin American markets. The product portfolio includes Premium Membership subscriptions (promotional $1.79/year for new members, with auto-renewing monthly and annual tiers), an enhanced GOLD tier with curated free benefits, purchase-to-own individual classes, physical DVD sales shipped internationally, downloadable PDF patterns, live streaming instructor events (179+ live tutorials and 282+ live streaming events), and a Membership Sharing feature extending one subscription to up to three additional users.
The platform is built on a web-based streaming architecture powered by Brightcove, delivered via Amazon CloudFront (d2culxnxbccemt.cloudfront.net), and exposed through a Laravel PHP web application plus native iOS and Android mobile apps and CTV apps on Roku, Amazon Fire TV, Apple TV (via AirPlay), and Chromecast. A community layer (Craftsy Circle, hosted on Circle.so) and multi-channel marketing (organic social on Facebook, Instagram, Pinterest, YouTube, and TikTok, plus email, paid search, and seasonal event programming) drive both acquisition and retention. The business model blends SVOD (recurring membership revenue), TVOD (individual class purchases that survive subscription cancellation), physical goods (region-coded DVDs and PDF patterns), and B2B enterprise subscriptions, with international DVD distribution to the USA, Canada, Australia, Brazil, India, Israel, New Zealand, South Africa, and Western Europe. The company traces its operating history to 2011 as Craftsy, was acquired and rebranded by TN Marketing in 2019 after operating as Bluprint, and shows no publicly disclosed revenue or post-2019 funding activity.
Bluprint firmographics
Firmographics- Name
- Bluprint
- Legal name
- TN Marketing, LLC
- Website
- https://craftsy.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Craftsy (operated by TN Marketing, LLC) is a subscription video platform offering 2,000+ expert-led classes across 20+ creative categories, serving individual hobbyist crafters and corporate customers through direct-to-consumer memberships, purchase-to-own classes, physical DVDs, and a B2B wellness tier.
- Ownership category
- akta.pro rank
Bluprint industry classification
Industry- Product category
- Online Craft Education
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects) (EDAAAGAB)
- akta.pro secondary industries
- Crafts & Maker Arts (Ceramics, Textiles, Jewelry, Mixed Media) (EDAMAAAD), General Arts & Crafts Supplies Retail (CRALACAA), Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)
Keywords
Where Bluprint is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Bluprint business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Premium Membership Subscription (SVOD): Craftsy's primary revenue stream is annual and monthly premium memberships that provide unlimited access to the entire class library. Annual memberships auto-renew after one year; monthly memberships auto-renew monthly. The promotional rate for new members is $1.79/year. Membership includes access to 2,000+ classes, videos, bonus materials, downloadable patterns and recipes, and exclusive live streaming events.
- Purchase-to-Own (TVOD): Individual classes can be purchased on an a la carte basis (Purchase-to-Own). Customers own these classes permanently in their account even if they cancel their membership. This transactional model provides one-time revenue for individual class purchases.
- Physical Products (DVDs and Merchandise): Craftsy sells physical products including DVD versions of select classes and downloadable PDF patterns. The Shop section offers digital and physical products for purchase. DVDs are shipped internationally to USA, Canada, Australia, Brazil, India, Israel, New Zealand, South Africa, and Western European countries.
- Craftsy@Work Corporate Subscriptions: B2B corporate subscription service providing Craftsy access for employees, their families, and parents. This enterprise tier includes team building events, quarterly class recommendations, and employee usage reporting. Revenue is generated through annual corporate subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Premium Membership at $1.79/year promotional rate for new members |
| Subscription | Monthly | Monthly Premium Membership with standard rate |
| Subscription | Annual | GOLD Membership with free class selection benefits |
| One time/ perpetual license | Pay-as-you-go | Individual Class Purchase (Purchase-to-Own) |
| Subscription | Annual | Craftsy@Work Corporate Subscription |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels8 records
Bluprint product offering
Product offeringCore offering
Craftsy operates a subscription video service that delivers 2,000+ expert-led online classes and other video content across 20+ creative categories including quilting, sewing, knitting, crochet, cake decorating, baking, cooking, drawing, painting, photography, paper crafts, jewelry making, writing, embroidery, and home decor. The platform monetizes primarily through recurring Premium and GOLD Memberships, supplemented by transactional purchase-to-own individual classes, physical DVD sales, downloadable PDF patterns, and a B2B corporate subscription tier (Craftsy@Work). Members access content across web, mobile apps (iOS/Android), and TV streaming devices (Roku, Amazon Fire TV, Apple TV, Chromecast), and can share memberships with up to three additional people.
Product overview
Craftsy is an online video-based instructional platform offering 2,000+ premium classes across 20+ creative categories (quilting, sewing, knitting, crochet, cake decorating, cooking, drawing, painting, photography, and more). The platform operates on a subscription membership model (Premium and GOLD tiers) combined with transactional video-on-demand (TVOD) individual class purchases, DVDs, and downloadable PDF patterns. The product portfolio includes the core Craftsy Premium Membership with streaming access, the enhanced GOLD Membership tier with free benefit selections, individual class purchases for ownership, physical DVDs, PDF pattern downloads, live streaming events, membership sharing for up to 3 users, the Craftsy@Work corporate subscription program, the Craftsy Circle community platform, native mobile apps for iOS/Android, and the Spanish-language Craftsy en Español sub-brand. The platform also integrates with multiple TV streaming devices (Roku, Amazon Fire TV, Apple TV, Chromecast) for viewing on big screens.
Differentiator
Problem solved
Functional benefit
Products and services
- Craftsy Premium Membership Subscription-based access to Craftsy's library of 2,000+ video classes across 20+ creative categories. Members can stream unlimited premium content, download videos for offline viewing, access bonus materials, and participate in exclusive live streaming instructor events. Offered as monthly or annual plans with promotional rate of $1.79/year for new members.
- Craftsy GOLD Membership Premium tier membership that includes all standard Premium benefits plus the ability to select free classes, patterns, and guides as additional member benefits. GOLD members choose from an available catalog of free benefits throughout the year; new products are added throughout the year.
- Craftsy Classes (Individual Purchase / TVOD) Purchase-to-own video classes available for individual one-time transaction (TVOD model). Users can buy specific classes without a subscription and access them on-demand indefinitely, even without an active membership.
- Craftsy DVDs Physical DVD versions of select classes available for purchase through the Shop. DVDs are region-coded (1, 2, 3, 4, 5, 6, and 8) for international compatibility and ship internationally to USA, Canada, Australia, Brazil, India, Israel, New Zealand, South Africa, and Western European countries.
- Craftsy@Work Corporate subscription program providing organizations 24/7 access to 1,500+ Craftsy classes for their employees, families, and parents. Includes in-person or virtual team building events, quarterly class recommendations, and employee usage reports. Pricing available via direct sales contact ([email protected]).
- Craftsy en Español Spanish-language localized version of the Craftsy platform offering classes in 9 specialized categories (cocina, costura, decoración de pasteles, dibujo, ganchillo, and more). Supports USD, EUR, and MXN currencies and serves Spanish-speaking markets.
- Craftsy Mobile App Native iOS and Android application enabling video streaming, offline downloads, favorites management, and continue watching functionality. Available free from Apple App Store and Google Play Store.
Quantifiable outcome
- Access to over 2,000 premium classes and 1,500+ videos
- +2 more outcomes
Companies that use Bluprint
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Bluprint technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Bluprint partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TN Marketing, LLCcoreTN Marketing, LLC is the parent company and operator of Craftsy. Based in Plymouth, MN, TN Marketing sells online streaming services and products relating to topics that enable people to pursue their passions. The company operates a state-of-the-art video production facility within its headquarters for creating instructional content.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Bluprint competitors and assessment
Company assessmentDirect peers
- Creativebug: Subscription-based video learning platform from JOANN focused exclusively on arts, crafts, and sewing. Direct niche competitor to Craftsy, particularly strong in sewing and quilting categories.
- Domestika: Subscription marketplace for creative and craft courses produced by professional instructors. Overlaps directly with Craftsy in quilting, sewing, illustration, and DIY craft categories with a similar per-course and subscription model.
- CreativeLive: Online learning platform focused on creative arts, photography, craft, and maker education with live and on-demand video classes. Closely comparable to Craftsy in audience (creative hobbyists) and format (expert-led video courses).
- Udemy: Broad online learning marketplace with extensive catalog of paid creative and craft courses. Competes with Craftsy's TVOD purchase-to-own class model across crafting and hobby categories.
- MasterClass: Premium subscription video platform featuring expert-led courses across creative, culinary, and lifestyle topics. Competes with Craftsy for craft and hobby learning time and wallet share at the higher end of the SVOD spectrum.
- Skillshare: Subscription-based online learning platform offering thousands of classes in creative categories including illustration, design, crafts, and DIY. Most direct subscription competitor to Craftsy in the consumer creative-learning category.
Broad incumbents
- JOANN: Large U.S. specialty retailer of fabrics and craft supplies that also operates Creativebug. Adjacent rather than direct competitor, but competes for both craft-supply dollars and online learning spend from the same audience.
- Michaels: Largest U.S. specialty retailer of arts, crafts, and hobby supplies with in-store and online learning classes. Competes with Craftsy on craft education and supplies, and is a key offline complement/substitute in the hobby ecosystem.
- LinkedIn Learning: Subscription video learning platform from LinkedIn covering creative, business, and technology skills. Overlaps with Craftsy in design and creative categories and competes for professional/upskilling subscribers.
Others
- Bluprint (predecessor): Original Bluprint brand was the same platform before TN Marketing acquired and rebranded it back to Craftsy in 2019. Listed here as a historical reference rather than a current competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bluprint social profiles
Digital presenceBluprint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bluprint leadership team
Management profileNumber of profiles
Profiles3 records
Bluprint funding detail
Funding detailFunding overview
Funding rounds6 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bluprint M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bluprint
What does Bluprint do?
Craftsy operates a subscription video service that delivers 2,000+ expert-led online classes and other video content across 20+ creative categories including quilting, sewing, knitting, crochet, cake decorating, baking, cooking, drawing, painting, photography, paper crafts, jewelry making, writing, embroidery, and home decor. The platform monetizes primarily through recurring Premium and GOLD Memberships, supplemented by transactional purchase-to-own individual classes, physical DVD sales, downloadable PDF patterns, and a B2B corporate subscription tier (Craftsy@Work). Members access content across web, mobile apps (iOS/Android), and TV streaming devices (Roku, Amazon Fire TV, Apple TV, Chromecast), and can share memberships with up to three additional people.
Is Bluprint a public or private company?
Bluprint is a private company. It is classified as corporate owned and is currently operating.
When was Bluprint founded?
Bluprint was founded in 2011. It employs 251 to 500 people.
Where is Bluprint based?
Bluprint is headquartered in Denver, United States, in the North America region.
How does Bluprint make money?
Four revenue lines are on record. Premium Membership Subscription (SVOD) is the primary driver. The others are purchase-to-Own (TVOD), physical Products (DVDs and Merchandise) and craftsy@Work Corporate Subscriptions.
Who are Bluprint's main competitors?
Direct peers on record are Creativebug, Domestika, CreativeLive, Udemy, MasterClass and Skillshare. Broad incumbents are JOANN, Michaels and LinkedIn Learning. Bluprint (predecessor) is listed as an others.
Does Bluprint have an API?
No public API is recorded for Bluprint.
What industry is Bluprint in?
Bluprint's product category is Online Craft Education. Its primary akta.pro industry code is EDAAAGAB, Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects), with a secondary code of EDAMAAAD, Crafts & Maker Arts (Ceramics, Textiles, Jewelry, Mixed Media). Its NAICS code is 51621 and its SIC code is 5945.