Zager is a Lincoln, Nebraska–based acoustic guitar maker founded in 1969 by Denny Zager, one half of the duo Zager & Evans, whose single "In The Year 2525" topped the Billboard Hot 100 that same year. After stepping away from performing, Zager spent years modifying his own instruments — reshaping necks, adjusting fret wire, action, bracing, and string spacing — with the goal of reducing finger fatigue and making guitars easier to play. That work became the basis for the company's "Easy Play" acoustic line.

The brand is best known for its ZAD series of acoustic and electro-acoustic guitars, which spans entry-level models such as the ZAD20E to higher-end instruments like the ZAD900CE with Fishman Aura Pro electronics and Indian rosewood back and sides. Zager also offers 12-string, parlor, and travel-size variants, along with left-handed options. The setup modifications applied across the range — lower action, tapered necks, and lighter-gauge fretwire — are marketed as the company's core differentiator.

Alongside the instrument business, Denny Zager developed an ear-based guitar instruction method that the company continues to sell through its online lesson platform. The brand operates largely direct-to-consumer rather than through traditional retail, and its audience skews toward hobbyist and returning players rather than touring professionals.

Zager has 1 product cataloged on Equipboard, including Acoustic-Electric Guitars.