The Many, a global creative company with offices in Sydney, Los Angeles, and Vancouver, has announced the acquisition of a majority stake in CatalystXR, an Australian immersive technology studio specialising in XR, VR, AR, and large-scale interactive systems.
This reflects The Many’s belief that the future of organisations will be shaped not by what they say, but by what people can do, experience, and take part in. The acquisition also represents a new phase of growth for CatalystXR, expanding its ability to work more deeply with clients, deliver larger-scale programs, and extend its capabilities across strategy, IP, and product development.
Together, the companies combine The Many Australia’s strategic and creative capabilities with CatalystXR’s immersive technology systems spanning XR, VR, AR, and large-scale interactive environments, enabling participatory experiences that help people step inside ideas, not just observe them.
CatalystXR has delivered projects across cultural institutions, mining, healthcare, sport, and enterprise, with increasing demand for systems that support training, operational understanding, and large-scale engagement.
The Many Australia CEO Damien Eley said the investment reflects the company’s organisation around participation and the belief that the next era of business will be defined by how well organisations engage stakeholders, empower staff, and evolve operations.
“For a long time, businesses have tried to explain big ideas, changing strategies, and complex systems through presentations, documents, or advertising.
“Immersive technology allows people to step inside those systems, to explore scenarios, test decisions, and experience how things actually work. In that sense it’s the most literal form of participation.”
The acquisition comes amid growing pressure on companies to adapt their operating models. In fact, 42% of CEOs don’t believe their companies will be around in 10 years’ time without reinvention, as nearly 4 in 10 say they have begun competing in new sectors in the past five years — citing technological disruption, workforce change, and rising complexity.
Damien said the investment reflects The Many’s continued expansion beyond traditional communications into enterprise transformation, where creativity plays a role in how organisations train, operate, and engage people.
“While immersive technology has often been associated with marketing activations, its use is also expanding into enterprise applications across sectors including mining, healthcare, infrastructure, and cultural institutions.
“Simulation-based environments are increasingly being used for safety training, operational planning, education, and public engagement.”
Jamie Gilroy, founder of CatalystXR and The Many’s incoming partner in charge of participatory technology, said demand for immersive technology is moving beyond experimentation, with organisations adopting XR for proven, real-world use cases.
“We’re seeing a shift from curiosity-led pilots to strategic deployment across industries. This partnership allows us to scale that momentum globally, while expanding our capabilities across strategy, IP, and product development to deliver more meaningful outcomes for our clients.”
Damien said the deal reflects a broader evolution in how The Many defines its role. “As organisations confront structural change, the opportunity for creativity is expanding.
“It’s not just about messaging, it’s about designing participatory systems and experiences that help people engage, learn, and take action.”
In the near term, The Many and CatalystXR will continue to operate as distinct entities while actively collaborating. The long-term ambition is a single integrated model built around participatory systems.
For the acquisition, The Many was advised by Agency Futures.
