Gugin
Gugin is a B2B professional services firm founded in 2001 that provides cross-cultural leadership consulting, corporate culture transformation, and post-merger integration services to enterprises across 25+ countries using a proprietary Cultural DNA framework.
- Company typePrivate
- Founded2001
- HeadquartersNice, France
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Gugin does
Gugin is a B2B professional services firm founded in 2001 by Dr. Finn Majlergaard, operating across three pillars — Consulting, Training, and Research — in the niche of cross-cultural leadership, corporate culture transformation, and post-merger integration. The firm has served 600+ companies across 25+ countries and positions itself primarily to enterprises undergoing mergers, cultural change programs, or cross-border leadership development. Named verticals include healthcare, aviation, EU government and defence, and academic institutions.
Gugin firmographics
Firmographics- Name
- Gugin
- Legal name
- Gugin
- Website
- https://gugin.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gugin is a B2B professional services firm founded in 2001 that provides cross-cultural leadership consulting, corporate culture transformation, and post-merger integration services to enterprises across 25+ countries using a proprietary Cultural DNA framework.
- Ownership category
- akta.pro rank
Gugin industry classification
Industry- Product category
- Cross-Cultural Management Consulting
- NAICS
- Professional and Management Development Training (611430), Other Management Consulting Services (541618)
- SIC
- Services-Management Consulting Services (8742), Services-Educational Services (8200)
- akta.pro primary industry
- DEI, Inclusive Leadership & Cultural Intelligence Coaching (EDABANAJ)
- akta.pro secondary industries
- Coaching, Mentoring & Facilitation Services (BPACANAI), Cultural Adjustment & Intercultural Training Programs (EDAIAKAB), Coaching Leadership & Mentoring Skills (EDABAAAG), Cross-Cultural Competence & Inclusion (EDABAMAJ)
Keywords
Where Gugin is headquartered
LocationHeadquarters
- HQ city
- Nice
- HQ country
- France
- HQ region
- Europe
Markets served
Gugin business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Consulting Services: Professional consulting services including cultural due diligence, post-merger integration facilitation, cultural audits, and organizational transformation consulting. Delivered by expert consultants with global resources.
- Corporate Training Programs: Tailored in-house training programs on cross-cultural leadership, emotional intelligence, post-merger culture integration, and cultural intelligence. Programs are fully customized to client needs and delivered globally.
- Online Coaching: Coaching services for leaders, managers, and teams available 24 hours a day, 7 days a week. Provides time-sensitive support for cross-cultural issues.
- Corporate Culture Integration Workshops: Workshop-based services for improving collaboration after mergers/acquisitions. Includes 3-workshop format with reconciliation process. Limited to 30 people maximum per engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom professional services engagements |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Gugin product offering
Product offeringCore offering
Gugin delivers cross-cultural leadership consulting, training, and research services to organizations undergoing cultural transformation, mergers, or requiring cross-cultural leadership development. Core services include Culture Audits, Cultural Due Diligence, Post-Merger Integration facilitation, Corporate Culture Integration Workshops, and tailored in-house training programs on cultural and emotional intelligence, supported by a proprietary Cultural DNA framework and an AI model for emotional intelligence.
Product overview
Gugin offers a consulting, training, and research platform focused on cross-cultural leadership and organizational culture transformation. The core product portfolio centers on Cultural Due Diligence and Culture Audit services (using the proprietary 17-element Cultural DNA framework), supported by Post-Merger Integration and Corporate Culture Integration Workshop programs. Training offerings include Introduction to Cultural Intelligence and Advanced Cultural Intelligence course modules, Emotional Intelligence Training, and Innovation workshops. Experiential programs like Cross-Cultural Team Development in the French Alps complement the core offerings. Additional services include online coaching, tailored in-house training, and a Compact AI Model for Emotional Intelligence. The company operates a global infrastructure serving clients across 25+ countries through consulting, training, and research divisions.
Differentiator
Problem solved
Functional benefit
Products and services
- Culture Audit A comprehensive assessment process that reveals the cultural strengths and weaknesses of an organization using Gugin's 17-element Cultural DNA framework, providing actionable insights for cultural transformation.
- Cultural Due Diligence A systematic process to identify and outline cultural strengths, weaknesses, risks, and opportunities in relation to organizational goals, commonly used in mergers, acquisitions, and turnaround situations.
- Post-Merger Integration Facilitation service for combining organizations after mergers or acquisitions, focusing on cultural integration to prevent the common 2/3 failure rate caused by cultural clashes.
- Corporate Culture Integration Workshop A structured 3-workshop program (delivered as 1 day per group, max 30 participants) designed to accelerate cultural integration after mergers, acquisitions, or outsourcing partnerships using Trompenaars and Hampden-Turner cultural dimensions.
- Cross-Cultural Team Development in the French Alps An experiential team development program conducted in Parc National du Mercantour, combining outdoor activities in nature with intercultural competency development for leadership teams.
- Introduction to Cultural Intelligence (Course Module) An introductory training module covering cultural layers, identifying norms and values, cultural identities, and behavioral adaptation techniques for leaders and teams.
- Advanced Cultural Intelligence (Course Module) An advanced training module focusing on avoiding cultural stereotyping, identifying and reconciling cultural dilemmas, and motivating culturally diverse teams.
- Emotional Intelligence Training Workshop A workshop developing emotional and cultural awareness for leaders, combining data-driven leadership with human insight for better people-centered decision-making.
- Innovation and Cross-Cultural Workshop An intensive workshop combining cultural intelligence training with innovation methodologies to leverage diverse perspectives for breakthrough thinking.
- Tailored In-House Training Programmes Fully customized corporate training programs built around specific organizational needs, covering cross-cultural leadership, emotional intelligence, and post-merger culture integration.
- Online Coaching Service 24/7 available coaching service for leaders, managers, and teams to address cross-cultural issues and leadership challenges as they arise.
- Cultural Intelligence Assessment Test A self-assessment tool enabling individuals to evaluate their cultural intelligence level, used as part of leadership training programs.
- Compact AI Model for Emotional Intelligence Gugin's proprietary artificial intelligence model designed to understand and respond to human emotions, used to develop emotional and cultural intelligence in training programs.
Quantifiable outcome
- Between 55 and 77 percent of mergers fail to deliver on their financial promise due to cultural issues - Gugin's process reduces this failure rate
- +2 more outcomes
Companies that use Gugin
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Gugin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Gugin partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Gugin competitors and assessment
Company assessmentBroad incumbents
- Berlitz Cultural Crossing (Adtalem Global Education): Long-established language and cross-cultural training brand now within Adtalem. Provides cultural training for global professionals and overlaps Gugin in cross-cultural learning content, with much wider distribution.
- Center for Creative Leadership (CCL): Research- and training-driven leadership development institution with global programs and faculty. Comparable to Gugin's research-pillar approach and leadership training, with a much larger institutional footprint.
- Korn Ferry: Global organizational consulting firm with leadership development, culture, and post-merger integration practices. A larger incumbent competing for the same enterprise culture-transformation RFPs Gugin targets, but with broader services and capital base.
- Development Dimensions International (DDI): Leadership development and talent management firm serving global enterprises. Comparable in leadership training and culture change offerings, but at significantly larger scale and with deeper enterprise distribution.
- Mercer (M&A and Workforce Transformation): Global consulting firm with organizational change and post-merger integration capabilities. Competes with Gugin's Cultural Due Diligence and Post-Merger Integration offerings as part of a broader HR/benefits portfolio.
Direct peers
- Aperian Global: Specialist provider of cross-cultural training, global leadership development, and cultural intelligence assessments for enterprises. Directly comparable to Gugin in product category (cultural intelligence + training) and target buyer (global enterprises).
- Cultural Intelligence Center: Specialist in cultural intelligence (CQ) certification, assessments, and training—founded around the CQ framework. Directly competes with Gugin's Cultural Intelligence and Advanced Cultural Intelligence course modules for enterprise training budgets.
- Trompenaars Hampden-Turner Consulting: Cross-cultural management consulting firm built around the Trompenaars cultural dimensions model—used by Gugin itself in its Corporate Culture Integration Workshop. Closest methodological peer in cultural-integration and post-merger work.
- RW3 CultureWizard: Cross-cultural training and e-learning provider serving global enterprises and assignees. Comparable in cultural intelligence content, training delivery, and enterprise buyer profile; offers online assessments analogous to Gugin's self-assessment test.
Emerging players
- The Kozai Group: Boutique cross-cultural consulting firm focused on global leadership, team development, and intercultural competence for international schools and global teams. Comparable niche player targeting similar buyer segments with specialized intercultural offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Gugin social profiles
Digital presenceGugin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gugin leadership team
Management profileNumber of profiles
Profiles1 record
Gugin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gugin 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 Gugin
What does Gugin do?
Gugin delivers cross-cultural leadership consulting, training, and research services to organizations undergoing cultural transformation, mergers, or requiring cross-cultural leadership development. Core services include Culture Audits, Cultural Due Diligence, Post-Merger Integration facilitation, Corporate Culture Integration Workshops, and tailored in-house training programs on cultural and emotional intelligence, supported by a proprietary Cultural DNA framework and an AI model for emotional intelligence.
Is Gugin a public or private company?
Gugin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gugin founded?
Gugin was founded in 2001. It employs 11 to 50 people.
Where is Gugin based?
Gugin is headquartered in Nice, France, in the Europe region.
How does Gugin make money?
Four revenue lines are on record. Consulting Services are the primary driver. The others are corporate Training Programs, online Coaching and corporate Culture Integration Workshops.
Who are Gugin's main competitors?
Broad incumbents on record are Berlitz Cultural Crossing (Adtalem Global Education), Center for Creative Leadership (CCL), Korn Ferry, Development Dimensions International (DDI) and Mercer (M&A and Workforce Transformation). Direct peers are Aperian Global, Cultural Intelligence Center, Trompenaars Hampden-Turner Consulting and RW3 CultureWizard. The Kozai Group is listed as an emerging player.
Does Gugin have an API?
No public API is recorded for Gugin.
What industry is Gugin in?
Gugin's product category is Cross-Cultural Management Consulting. Its primary akta.pro industry code is EDABANAJ, DEI, Inclusive Leadership & Cultural Intelligence Coaching, with a secondary code of BPACANAI, Coaching, Mentoring & Facilitation Services. Its NAICS code is 611430 and its SIC code is 8742.