Jamming

What Jamming does

Jamming (legally JAMMING PRODUCCIONINGS, S.L.) is a privately held Spanish theatrical improvisation company founded in Madrid in 2003 by Lolo Diego, Juanma Diez Diego, and Paula Galimberti. The company produces live, audience-participatory improv theater — each session is fully improvised and co-created in real-time from audience suggestions, with no script — across a portfolio of branded formats including Jamming Sessions (flagship), ChiquiJamming (family), La Golfa (monthly interactive show with guest artists and live music), Jamming Classics, Jamming Hits, Desmmontando Los Clásicos, and Jamming On Tour. Beyond Madrid, Jamming has been the resident company at Teatro Maravillas since 2015 and operates across Barcelona, Bilbao, and 30+ Spanish cities, with international touring presence in Italy, Germany, Portugal, Colombia, and Chile. Its self-reported cumulative reach is 3,029,084+ spectators across 3,521 sessions over 22 consecutive seasons, with 724,897,569 self-counted "laughs" delivered.

The company's core "technology" is its proprietary improvisation methodology and a curated ensemble of trained facilitators, including Jacques Lecoq-trained talent and the co-founder of Impromadrid. Revenue is generated across five streams: (1) one-time live ticket sales via the website, the Teatro Maravillas box office, and third-party ticketing platforms (gruposmedia.com, teatreapolo.com); (2) recurring theater school subscriptions in Madrid and Bilbao (€100/month, €230/quarter, €600/year) plus intensive workshops, masterclassings, and the Ruraling residential summer program (€570/person); (3) corporate events and professional training (team building, creativity, communication, role play), self-positioned as premium pricing ("somos caros, pero paga la empresa"); (4) rental of two dedicated spaces in central Madrid (Espacio Jamming and Rincón Jamming); and (5) merchandise via La Tostadora.

The company serves four primary customer segments: individual consumers and groups seeking entertainment (the primary segment), families with children, corporate/B2B clients, and aspiring improvisers enrolling in the school. Go-to-market combines direct-to-consumer ticket and course sales with consultative field sales for corporate engagements. Distribution spans physical theater box offices, third-party ticketing platforms, online streaming via Zoom and YouTube (Jamming Live), and touring arrangements with local venues. The company operates from a registered address at C/ Jesús Aprendiz in Madrid and produces at C/ Santa Ana and C/ Ribera de Curtidores in the La Latina neighborhood. Jamming is bootstrapped, founder-controlled, with no disclosed external funding, M&A activity, or parent company.

Name

Jamming

Legal name

JAMMING PRODUCCIONINGS, S.L.

Website

https://jammingweb.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Jamming is a privately held Spanish theatrical improvisation company founded in 2003 producing live audience-participatory shows, operating a theater school in Madrid and Bilbao, delivering corporate training, and renting venue space, serving consumers, families, and businesses across Spain with international touring in Europe and Latin America.

Ownership category

akta.pro rank

Product category

Improvisational Theater / Live Performance

NAICS

Musical Groups and Artists (711130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Improvisational Theatre (MPAGABAJ)

Keywords

• Improvisational theater
• Live theater performances
• Theater school courses
• Corporate team building
• Audience-participatory shows

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Live Theater Ticket Sales: The primary revenue driver. Jamming sells tickets to Jamming Sessions, ChiquiJamming, La Golfa, Jamming Hits, and touring shows through their website and third-party ticketing platforms. Prices vary by show and venue.
2. Theater School / Courses: The company runs a theater school in Madrid and Bilbao offering regular courses (9-month programs), intensive courses, masterclass workshops, and summer programs (Ruraling, masterclassings). Revenue is generated through course fees paid per month, quarter, or annually.
3. Corporate Events and Training: Jamming provides customized corporate entertainment (MC services, talk shows, events) and professional training services (team building, creativity, communication, role play) for businesses. Billed per event or engagement.
4. Venue / Space Rental: Jamming rents out its two dedicated spaces (Espacio Jamming and Rincón Jamming) in central Madrid to third parties for rehearsals, theater classes, music, yoga, meetings, castings, and photography sessions.
5. Merchandise: Jamming sells branded merchandise including t-shirts and other apparel through La Tostadora online store.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Jamming is a Spanish theatrical improvisation company that produces live, audience-participatory improv shows across multiple proprietary formats (Jamming Sessions, ChiquiJamming, La Golfa, Jamming Hits, Jamming On Tour, etc.) performed at its resident venue Teatro Maravillas in Madrid and on tour. It also operates a theater school (Escuela Jamming) in Madrid and Bilbao offering regular courses, children's programs, and residential immersions, plus a corporate events arm providing team building, creativity, communication, and role-play training to businesses.

Product overview

Jamming is a Spanish theatrical improv company offering a portfolio of live performance products centered on spontaneous improvisational theater. The core offering consists of Jamming Sessions (their flagship show with audience-driven improvisation), along with specialized formats including ChiquiJamming (family sessions), Desmmontando Los Clásicos (classical theater mashups), Jamming Classics (theater tributes), Jamming Hits (best-of compilation), Jamming On Tour (touring production), and La Golfa (interactive monthly show with guest artists). The company extends its brand through a parallel school division (Escuela Jamming) offering structured courses in Madrid and Bilbao, student performance formats (Canal Jamms, Jamming Kombat, Matching), children's programs (ChiquiJamming), masterclass workshops, and the Ruraling residential program. Corporate services (Eventos Para Empresas) provide team building, training, and event hosting using improvisational theater techniques. Supporting services include studio space rental in Madrid and online streaming via Zoom and YouTube.

Differentiator

Problem solved

Functional benefit

Brands

• Jamming Sessions: Main theatrical improvisation show featuring audience suggestions and live performance.
• ChiquiJamming
• Desmmontando Los Clásicos
• Jamming Classics
• Jamming Hits
• Jamming Live
• La Golfa
• Jamming On Tour
• Escuela Jamming

Products and services

• Jamming Sessions Flagship live improvisational theater show — each session is entirely improvised with no script, co-created in real time from audience suggestions, featuring different styles, live music, and guest artists. Performed at Teatro Maravillas (Madrid) and Teatre Apolo (Barcelona).
• ChiquiJamming Family-friendly improvisational theater session where children provide suggestions and participate in theatrical improvisations alongside adults. Designed for all ages including young children.
• Desmmontando Los Clásicos Mixed-format show combining monologues and classical texts (dramatic and non-dramatic) from the 16th and 17th century with theatrical improvisation, designed to bring classical theater to general audiences.
• Jamming Classics Improvisational theater show paying homage to classical theater with the company's signature humor, with the audience as co-creator of the show.
• Jamming Hits Compilation show featuring the company's most successful improvisation styles in a single session, including Telenoveling, Shakespearing, Tarantining, Romantic Comedy, and B-movie Horror.
• Jamming On Tour Touring production bringing Jamming's improvisational theater shows to cities across Spain, Latin America, and Europe through partnerships with local theaters and event organizers.
• La Golfa Monthly interactive show featuring invited guest artists, live music, and audience participation where spectators can join the improvisation on stage.
• Jamming Live Online improvisational theater performances streamed via Zoom and YouTube, allowing remote audience participation and co-creation. Operates on a reverse ticketing/donation model.
• Eventos Para Empresas (Corporate Events) Customized corporate entertainment including improvised theater shows, master of ceremonies, talk shows, and tailor-made corporate experiences for businesses, billed per event or engagement.
• Team Building Impro Light team building activities using improvisational theater techniques to improve team cohesion, sense of belonging, and collaborative skills through humor.
• Creatividad e Innovación Empresarial Corporate training program focused on fostering creativity and innovation within organizations through improvisational theater techniques and humor.
• Comunicación Efectiva Corporate training program using theatrical techniques to improve workplace communication skills, listening, and effective presentation.
• Role Play Corporativo Guided role-play sessions depicting real workplace situations to identify best practices, reinforce behaviors, and improve empathy and values.
• Alquiler de Salas (Venue Rental) Rental of two soundproofed spaces in central Madrid (La Latina) — Espacio Jamming and Rincón Jamming (85m² with mirrors, bluetooth speaker, and 2 whiteboards) — for rehearsals, theater classes, music, yoga, meetings, castings, photo sessions, and coaching.
• Escuela Jamming (Theater School) Theater school teaching improvisational theater techniques with regular 9-month courses for all levels in Madrid and Bilbao, plus intensive programs, masterclassings, summer programs, and family/children's programs. Priced at 100€/month, 230€/quarter, or 600€/year in both Madrid and Bilbao.
• Escuela Bilbao (Txiki Jamming Family Workshops) Family improvisation workshops for children from 7 years old and adults hosted at Teatro Campos Elíseos (Bilbao), priced at 15€ per person.
• Student Showcases (Canal Jamms, Jamming Kombat, Matching) Student-produced improvisational theater showcases including Canal Jamms (TV-studio format where audience decides programming), Jamming Kombat (performers battle creating stories from audience suggestions), and Matching (two teams of improvers compete with audience voting).
• Ruraling Verano (Summer Immersive) Week-long residential program in Sierra de Gredos combining improvisational theater training with nature immersion and community living. Includes accommodation, meals, improv course, and nature activities.
• ChiquiJamming Cursos (Children's Programs) Children's and adolescent theater improvisation courses (ages 9-16) developing creativity, listening skills, teamwork, and emotional expression.
• Masterclassings (Intensive Workshops) Intensive workshop series offering specialized improvisational theater training on specific themes for students with varying experience levels. Two tracks based on experience; Jamming alumni receive discounts.
• Jamming Merchandise Branded merchandise including t-shirts and other apparel sold through the La Tostadora online store.

Quantifiable outcome

• More than 3,029,084 spectators and 3,521 sessions across 22 seasons in continuous run
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Teatro Maravillas (Madrid)flagshipStrategic or Co-development Partner · 1 January 2015Jamming has been the resident company at Teatro Maravillas in Madrid since 2015. This is the company's primary performance venue in Madrid, hosting weekly Jamming Sessions, La Golfa, and other flagship shows on a continuous basis.
• Festival Internacional de Teatro Clásico de AlmagrocoreStrategic or Co-development PartnerJamming is the only improv theater company in the world featured in the official programming of this prestigious international festival, which validates the company's artistic quality and provides significant marketing exposure.
• Teatre Apolo (Barcelona)coreChannel Partner/ Reseller/ DistributorTeatre Apolo in Barcelona hosts Jamming Sessions and ChiquiJamming performances, serving as the company's primary Barcelona venue for touring and residency shows.
• Teatro Campos Elíseos (Bilbao)coreStrategic or Co-development PartnerTeatro Campos Elíseos in Bilbao is both a venue host and educational partner for the Jamming School Bilbao. Hosts regular courses, masterclassings, and Txiki Jamming workshops. This partnership enables Jamming's physical presence in northern Spain.
• Teseo Teatro (Madrid)minorChannel Partner/ Reseller/ DistributorTeseo Teatro hosts student showcases from the Jamming School including Canal Jamms!, Jamming Kombat, and Matching performances. Provides performance opportunities for students completing their training.
• Casa de Retiros El Corralón (Casavieja, Ávila)minorStrategic or Co-development PartnerThe Ruraling Summer immersive experience is held at El Corralón retreat house in Casavieja, in the Sierra de Gredos. Jamming partners with this venue to deliver a week-long residential improv camp.
• Distrito Jamaika (Bilbao)minorChannel Partner/ Reseller/ DistributorDistrito Jamaika in Bilbao hosts the Jamm event series — participatory open improv nights organized by the Jamming School Bilbao for the improv community.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• iO Theater: Iconic Chicago-based improv theater and training center with a long-running curriculum and resident shows. Comparable to Jamming as a combined performance venue and improv training institution, though operating at significantly larger US-market scale.
• The Second City: The world's most recognized improv comedy organization, founded in Chicago in 1959, with theaters and training centers across the US, Canada, and Toronto. Sets the global benchmark for improv comedy brands and operates a parallel training/education business, mirroring Jamming's combined shows-plus-school model.
• Upright Citizens Brigade: Major US improv and sketch comedy theater with training centers and resident shows in New York and Los Angeles. Comparable to Jamming as a long-running improv brand combining performance, training, and comedy formats, though operating at significantly larger US-market scale.

Regional players

• Boom Chicago: Amsterdam-based improv and comedy theater founded in 1993, performing in English for international audiences. Comparable to Jamming as a European improv theater running long-running resident shows combined with corporate/workshop programming, though focused on a different geography.
• Improbable Theatre: UK-based theater company known for innovative scripted and improv-driven productions. Comparable to Jamming as an English/European theater company blending improvisation with classical and contemporary formats (e.g., Jamming's 'Desmmontando Los Clásicos'), operating primarily in a different geography.

Direct peers

• Impromadrid Teatro: Madrid-based improvisational theater company founded in 1996, one of Jamming's most direct Spanish competitors in the improv space. Notably, one of Jamming's facilitators (Borja Cortés) is a co-founder of Impromadrid, illustrating how intertwined the Spanish improv ecosystem is and how Jamming competes for the same local audience.
• ComedySportz: International improv comedy franchise running short-form competitive improv shows in multiple cities worldwide. Closely comparable to Jamming's family-friendly ChiquiJamming and competitive student formats (Jamming Kombat, Matching) in format and audience appeal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/JammingTeatro/live
• LinkedInes.linkedin.com/company/jamming
• Instagraminstagram.com/escuelajamming
• TikToktiktok.com/@jammingteatro
• Xx.com/jammingteatro

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jamming