About

Building brands that turn big ideas into measurable results

Masutes Group operates a portfolio of performance-driven ventures and strategic investments, grounded in entrepreneurial insight, technological innovation, and disciplined execution.

From redefining short-stay property management with mySTAYINN to crafting distinctive roasts at Not Just Coffee, we focus on creating sustainable value that endures.

Join our journey and unlock sustainable growth through smart, dependable investment opportunities.

Watch to discover more about who we are

Listings managed by mySTAYINN in just 18 months

Total employees and contractors employed across Masutes Group

Property assets under management of Masutes Group and mySTAYINN

£ 0 m

The annual sum strategically invested in marketing by mySTAYINN

£ 0 k

Pav Masutes: Entrepreneur, Strategic Advisor & Investor

Masutes Group’s founder, Pav Masutes, is a seasoned investor and advisor with a long record of turning assets and businesses into durable wealth.

Summary

Pav has led founders, family offices and retired athletes through complex global deals -sourcing opportunities, structuring finance and managing assets end-to-end—so clients can invest with confidence, not paperwork.

Entrepreneurship underpins his approach. Pav launched mySTAYINN, a short-stay property brand that redefined hands-off portfolio management, followed by Crystal Hospitality Services, delivering full-stack operations to boutique hotels and serviced apartments, and Not Just Coffee, a craft-roasting venture that brings hospitality values into every cup.

Most recently he co-founded Fifty Twenty Two (FTT) with former Scotland rugby international Ben Toolis, a platform that converts sporting success into lasting financial independence by curating exclusive, high-yield opportunities for athletes and other high-net-worth clients.

Business Expertise

Investment Approach

Unique Selling Points

“It’s easy to make money in the world… it’s hard to make it ethically and morally”

“It simply takes discipline, consistency, being focused and hard work to achieve results”

A timeline of growth and sustained impact

From a curious 11-year-old scanning job ads to a multi-brand founder guiding elite investors, Pav’s path is marked by decisive pivots, disciplined learning, and bold ventures. The milestones below show how each chapter built the next, compounding skills, capital and opportunity.

Foundations & First Principles

1997

An 11-year-old Pav begins “reading” job ads, sparking the idea that would one day become Masutes Group.

2005

Secures a family loan to study Hospitality Management in the UK, choosing passion over maths/physics.

2006- 2007

Front-line hotel roles expose the structural problems facing hospitality staff.

2007

Graduates Edinburgh Napier
Completes a formative year at Norton House Hotel
Visa error ends a Lidl graduate-manager post after five hours – a lesson in process discipline.

Journey to Finance and Developing Expertise

2008

Moves to India to reset visa in January; back in the UK by March

2009

Joins RBS in October during the worst post-war recession; becomes a top-performing customer advisor within six months.

2009- 2011

Deep-dives into credit scoring, helping customers navigate complex rating systems.

2011

Ranks #1 of 90 advisors in Lothian & Fife; selected for RBS Helpful Leaders Academy; acts as branch manager at RBS HQ.

2012

Shadows commercial-real-estate teams and financial planners; goes independent. The concept for mySTAYINN is born.

Entrepreneurship & Investing

2013- 2021

Invests in SMEs, mentors young founders and hosts free property events.

2015- 2018

Operates fully independently, closing property and finance deals across the UK & Europe.

2016- 2019

Launches V7 Business, a support platform for UK start-ups and SMEs.

2017

Forms Masutes Group Ltd.

2019- 2021

COVID hiatus gives space to design a large-scale, multi-brand platform; doubles-down on “human-first” clients.

Partnerships & Portfolio Growth

2020

Meets Samuel Herbert; together they scale mySTAYINN, aiming for Scotland’s next major success story, expanding globally.

2021

Connects with ex-pro-rugby player Benjamin Toolis; delivers his five-year goals in 30 months and co-launches 5022, supporting professional athletes.

2025

After a seven-month diligence process, 5022 debuts with ten founding athlete-partners.

2025

Teams up with long-time client Vahap Firat to open chain of cafés across Scotland, the first step toward a 50-site UK roll-out.

“Understanding the importance of processes and how a very simple common sense error can lead to life-changing circumstances”

“I see all different puzzles at different stages and how one little piece of info, a process, and a word can open new portals”

The team creating sustainable futures for people like you

From data analysts to hospitality specialists, our team blends hands-on know-how with a shared drive to turn bold ideas into lasting impact.

More than 100 people are part of Masutes Group, but these are the key people at the heart of the operation.

Lynsey Jenkins

About me

Lynsey Jenkins is Client Acquisition & Success Manager for mySTAYINN Edinburgh, bringing 25 years in property and lifelong residency of the capital. Armed with deep regulatory knowledge and a service-led mindset, she helps owners realise the full earning power of their homes through expertly managed short-term lets. From first walkthrough to ongoing performance reviews, Lynsey handles staging, pricing, compliance and guest experience, tailoring each plan to market demand. Her blend of local credibility, data-driven decisions and steadfast client care makes her the go-to partner for both new and seasoned hosts seeking to outperform the Edinburgh market.

Ben Toolis

About me

As a former professional rugby player with over a decade at the top level, Ben understands the financial challenges that come with a career in sport. He experienced first-hand the uncertainty many athletes face post-retirement and recognised the importance of making smart investment decisions early. His journey into property investment started with a simple goal – creating financial freedom beyond sport – and through strategic planning, he achieved that. Now, he’s passionate about helping other athletes take control of their financial future.

Samuel Herbert

About me

With a background in both hospitality and technology, Samuel co-founded mySTAYINN following a successful start in short term let management. He met Pav in 2021 and together they launched mySTAYINN in 2022, combining innovation with investor insight to reshape the luxury short-term let market. Samuel continues to drive growth across both brands, focused on delivering cutting-edge solutions for investors, clients and owners as well as exceptional experiences for guests

We repeat our blueprint for success across multiple firms and sectors

Swipe through just a small selection of highlights from brands we’ve built from scratch with the same ethos of sustainability always focusing on a combination of technological innovation and exceptional customer experience

Not Just Coffee serves exceptional coffee while fostering a sense of community, together with lucrative franchise opportunities

Cafés planned with franchise opportunities, 8 already open

Social followers powering footfall and sales

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Fifty Twenty Two is a bespoke private consultancy and investment platform specifically for elite athletes and high-net-worth individuals.

Average target ROI for FTT investors

0 %

Projected EBITDA

£ 0 m

mySTAYINN is transforming the hospitality and short-term let market with a combination of technology and human expertise.

Listings gained by mySTAYINN in just six months

Turnover increase experienced by top clients

0 %

What our clients say

Their promise that they have never failed to get a successful conclusion for their client prove true again for us and we would certainly commend them for their attention to detail, proactivity and responsiveness

Pav and Team has exceeded my expectation in all the possible parameters. Feedback from my friends to whom I have already referred Masutes Group is amazing. If you ever want financial advice or suggestion/guidance - just speak with Pav once, you will never go anywhere else and I am saying this with my personal experience.

Pav’s work ethic and passion for what he does is inspiring. Even with an enormous amount of work on his plate, he always manages to find the time to assist others on their personal journey to success. A great leader, mentor and motivator!

Pav is one of the busiest yet available people I know- no matter where he is or what project he has on the go, he will always make time for you. Along with this is his being dependable and extremely insightful in any context. He really is the epitome of professionalism!

The biggest advantage of working with Pav is that one feels he will find a solution for you, no matter how challenging the case is, giving you confidence in your own project, as well as his abilities as a consultant. I would highly recommend Pav's services, especially if you are new to property or doing a less conventional deal for you.