What Mazinn does

Mazinn (legal entity MAZINN LIFE, S.L.) is a Madrid-based generational consultancy that helps organizations understand and connect with Generation Z culture. The firm operates a service stack organized around three pillars — Research/Data & Insights, Soluciones e Innovación (Solutions & Innovation), and Estrategia de Marca (Brand Strategy) — delivered through three proprietary assets: Crew Z, a community platform of more than 10,000 young people recruited via a network of Spanish universities and engaged through ZChats (group video calls), ZTalks (one-to-one interviews), WhatsApp groups, and design challenges; ZShots, a content platform of sector-specific studies covering fashion, travel, entertainment, customer experience, food, wealth/banking, and beverages; and Data Mazinn, a data platform currently marked "Próximamente" (coming soon). Notable case work includes co-creating the La Diabla beer with Mahou and artist Duki, developing the FYIN youth-banking brand for Caja Rural de Asturias (with Darwin & Verne), the 3rd edition of IAB Spain's Guía para conectar con la Gen Z, and a 5-delivery Pulso Jóvenes y Trabajo study with Future For Work Institute.

The firm makes money primarily through professional-services consulting engagements (project-based or retainer) with enterprise and mid-market organizations, supplemented by recurring research-revenue from publications such as Relevance Pulse, ZShots studies, and co-developed guides. Its go-to-market blends a community-led motion (Crew Z as both research asset and demand magnet) with a sales-led enterprise motion — direct outreach, inbound from website contact ([email protected]), case-study-driven demand generation, and event-driven engagement. Customer logos span retail (IKEA, Paradores), beverages/spirits (Mahou, San Miguel, Diageo), banking/fintech (Caja Rural de Asturias, Bizum), telecommunications (Telefónica Tech, Yoigo, Telepizza), media (El País), beauty (L'Oréal), and government (Diputación Foral de Gipuzkoa). The company is privately held with no disclosed external funding, though it displays EU/PRTR co-financing marks suggesting public grant participation. Operating geography is Spain-centric; there is no global footprint claim.

Name

Mazinn

Legal name

MAZINN LIFE, S.L.

Website

https://mazinn.es

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Mazinn is a Madrid-based generational consultancy that helps Spanish enterprises connect with Gen Z consumers through a proprietary 10,000+ member community (Crew Z), cultural research studies (ZShots, Relevance Pulse), and brand strategy and co-creation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Hoyo De Manzanares

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: Professional consulting engagements where Mazinn helps organizations understand Gen Z culture, develop brand strategy, and design activation campaigns. Engagement model likely project-based or retainer.
2. Research Reports and Studies: Publication and distribution of proprietary research studies (ZShots, Relevance Pulse, guides) to organizations and the broader market. Revenue may come from report sales, downloads, and content licensing.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Mazinn is a generational consultancy that helps organizations understand, reach, and genuinely connect with Generation Z consumers. Its offerings include cultural research and data insights, solutions and innovation projects, and brand strategy engagements — all supported by the proprietary Crew Z community of over 10,000 young people who participate in surveys, focus groups, and co-creation sessions.

Product overview

Mazinn is a generational consulting firm that acts as a bridge between organizations and new generations, specializing in cultural research, brand strategy, and innovation services. The offering consists of consulting services (Research - Data & Insights, Solutions & Innovation, Brand Strategy) supported by proprietary tools and platforms: Crew Z (a community platform of 10,000+ young people), Data Mazinn (data platform under development), and ZShots (a content space of research studies). The company publishes periodic research reports including Relevance Pulse (Beverages, Wealth), FFWi x Mazinn (Youth and Work), and multiple ZShot studies on topics like fashion, travel, entertainment, customer experience, and food. Case work includes brand development (FYIN for Caja Rural de Asturias) and product co-creation (La Diabla with Mahou and Duki).

Differentiator

Problem solved

Functional benefit

Brands

• Crew Z: A community of over 10,000 young people that connects with brands through research, challenges, and collaborative projects
• ZShots
• Data Mazinn
• Relevance Pulse
• FYIN

Products and services

• Crew Z

Quantifiable outcome

• La Diabla by Mahou ft. Duki generated significant organic social media conversation, especially on TikTok after the Duki concert at Bernabéu.
• +2 more outcomes

Named customers12 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Future For Work Institute (FFWi)coreStrategic or Co-development Partner · 1 January 2025Collaborative partnership producing the 'Pulso Jóvenes y trabajo' study — a 5-delivery pulse examining the voice, concerns, and priorities of young people regarding work. FFWi brings its expertise as an independent observatory specialized in emerging workplace trends and people management.
• IAB SpaincoreStrategic or Co-development PartnerCo-publishing the 'Guía para conectar con la Gen Z' (Guide for connecting with Gen Z) — a comprehensive guide covering Gen Z communication preferences, brand demands, and best practices. 3rd edition published in 2025. Also partnered on ZShot Viajes study.
• Madrid Content SchoolminorStrategic or Co-development PartnerCo-developed the 'La GenZ y los contenidos' (Gen Z and content consumption) study, examining how Gen Z consumes content in an era of noise and doubt for brands.
• Ansón + BonetminorStrategic or Co-development PartnerCo-developed the 'Así come la GenZ' study examining how Gen Z eats, the authenticity demands, and the impact on the hospitality sector.
• Darwin & VernecoreStrategic or Co-development PartnerStrategic creative consultancy. Co-created the Zshot Entretenimiento study on Gen Z entertainment consumption, and co-developed the FYIN brand for Caja Rural de Asturias. Also collaborated on the Mahou-La Diabla ft. Duki project.
• ZetalabminorStrategic or Co-development PartnerCo-published the ZShot Moda study on Gen Z and fashion consumption with Zetalab, examining the fisital relationship between young Spanish people and fashion.
• BeagleminorStrategic or Co-development PartnerCo-developed the ZShot Exp Cliente (Customer Experience) study examining the end of the funnel and Gen Z customer experience.
• Newlink (Excellence Lab)minorStrategic or Co-development PartnerCollaborated on the San Miguel Excellence Lab project — a brand activation and innovation initiative.
• Educational Institutions NetworkminorOthersNetwork of educational institution partners including Universidad San Pablo CEU, Universidad Complutense de Madrid, Universidad Francisco de Vitoria, Universidad CEU San Pablo, CESUGA, Universidad Jaume I, Universidad Nebrija, UCLM, CESINE, UPSA, and others. Used for Crew Z university recruitment and brand lab programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research firm with dedicated youth, family, and generational practices and a significant presence in Spain (Ipsos Iberia). Comparable to Mazinn as a competitor/potential partner for Gen Z brand-relevance work, but at global scale and without Mazinn's community-led GTM.
• Kantar: Global market research and insights giant with established youth and generational tracking products (e.g., profiles of Gen Z consumers across categories). Comparable to Mazinn as a buyer of Relevance Pulse-style cultural relevance data, but operates at vastly larger scale and without a proprietary Gen Z community platform in Spain.

Direct peers

• Y-Pulse: Specialist youth and generational research consultancy publishing reports on Gen Z and Gen Alpha consumers across food, retail, and lifestyle. Highly comparable to Mazinn's sector-by-sector Relevance Pulse approach and its focus on actionable cultural insight for brand strategy teams.
• Wildbytes: Barcelona-based creative/strategy agency focused exclusively on Generation Z and millennials, offering research, content and activation services to brands. Highly comparable to Mazinn: same youth-only positioning, similar mix of insight + creative execution, and direct overlap in target clients across Spain and Europe.
• The Insights People: UK-based research firm that operates family and youth panels and publishes syndicated insights targeting brands seeking to connect with younger generations. Comparable to Mazinn in its panel-based research model, syndicated report products, and brand-customer relevance scoring — but at UK rather than Iberian scale.
• Cassandra Reports: US-based research firm producing syndicated reports on Gen Z (especially young women) covering beauty, fashion, food, and culture. Comparable to Mazinn's Relevance Pulse and ZShots in delivering category-specific cultural-relevance reports built on Gen Z primary research, but for a US/global audience rather than Spain.

Emerging players

• McCrindle: Australia-based generational research and advisory firm producing syndicated reports (e.g., on Gen Z and Gen Alpha) and consulting to brands and government. Comparable to Mazinn in its 'generational consultancy' positioning and report-led model, but geographically focused on Australia/APAC.

Others

• Newlink Group: Global communications and brand-strategy consultancy with strong presence in Spain/LatAm that is already a Mazinn partner (San Miguel Excellence Lab project). Comparable as an adjacent strategic/communications partner whose clients Mazinn targets, rather than a direct youth-insights competitor.
• IAB Spain: Spanish digital advertising and marketing industry association with which Mazinn co-publishes the 'Guía para conectar con la Gen Z' (3rd edition, 2025). Comparable as an industry-body partner whose members (brands, agencies) constitute a meaningful share of Mazinn's addressable market and co-branded study distribution channel.
• Darwin & Verne: Spanish creative and strategic consultancy that is a named Mazinn partner (co-created FYIN for Caja Rural de Asturias, La Diabla for Mahou, and the Zshot Entretenimiento study). Comparable as an adjacent creative partner whose brand-building capabilities complement Mazinn's insights and community strengths.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mazinnco
• YouTubeyoutube.com/@mazinn.es
• LinkedInlinkedin.com/company/mazinnspain
• Instagraminstagram.com/mazinn.es
• TikToktiktok.com/@mazinn.es
• Facebookfacebook.com/MazinnMedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Mazinn