The Many announced it has acquired a majority stake in CatalystXR, expanding its capabilities in XR, VR, and AR as part of its global growth strategy.
The acquisition strengthens The Many’s “participation company” model by adding immersive technology as a core capability alongside its existing strategy, creative, and content operations. CatalystXR founder Jamie Gilroy will join The Many as Partner in Charge of Participatory Technology.
CatalystXR brings more than a decade of experience delivering immersive solutions, with over 300 projects across eight countries spanning sectors such as healthcare, enterprise, cultural institutions, and training. The studio specializes in building interactive environments designed to support real-world use cases including training, operational understanding, and large-scale engagement.
The deal supports The Many’s international expansion across the United States, Canada, and Australia, with offices in Los Angeles, Sydney, and Victoria. In the near term, both companies will continue to operate independently while collaborating on client work, with a longer-term goal of fully integrating immersive technology into a unified offering.
The acquisition reflects a broader shift toward experiential and participatory technologies, as organizations increasingly adopt immersive tools to engage audiences and improve operational outcomes beyond traditional marketing approaches.
KEY QUOTES
“We don’t do passive. We never have. Immersive technology is our belief made physical. It lets people step inside an idea, understand it, test it, and experience it for themselves. That’s a fundamentally different role for creativity.”
Damien Eley, CEO, The Many Australia
“The shift we’re seeing isn’t about curiosity anymore. Organizations are committing to XR because it solves real problems: training, operational understanding, and large-scale engagement. Participatory technology turns ideas into environments people can move through, learn from, and act on.”
Jamie Gilroy, Founder And CEO, CatalystXR
“This isn’t about adding a service line. It’s about building infrastructure around participation. The next era belongs to organizations that can design systems for engagement, not just messages about it. CatalystXR makes that capability physical.”
Christian Jacobsen, Co-Founder, The Many
