Expanding Global Participation Capabilities
On April 21, 2026, The Many, an independent agency based in Los Angeles, acquired a majority stake in CatalystXR. This acquisition aims to enhance The Many’s capabilities in XR, VR, and AR technologies across its offices in the US, Canada, and Australia.
Founded by Jamie Gilroy, CatalystXR is an Australian immersive technology studio. It has delivered more than 300 projects across eight countries, including sectors like cultural institutions, healthcare, enterprise, sport, and training. Gilroy will join The Many as Partner in Charge of Participatory Technology.
CEO Damien Eley of The Many in Australia emphasised the importance of immersive technology. “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,” he said.
CatalystXR’s Strategic Role
Known for using immersive technology as strategic infrastructure, CatalystXR partners with The Many to integrate these capabilities into its participatory technology offerings. This enhances the agency’s ability to create engaging brand experiences.
“The shift we’re seeing isn’t about curiosity anymore,” stated Jamie Gilroy. “Organisations are committing to XR because it solves real problems: training, operational understanding, and large-scale engagement.”
Los Angeles, Sydney, and Victoria are now home to The Many’s offices, marking another chapter in its global expansion. The agency believes the most powerful thing a brand can do is invite people in rather than broadcast at them.
CatalystXR has earned a reputation for deploying immersive technology as infrastructure for real strategic outcomes. This approach aids organisations in solving tangible problems in training and engagement.
In the immediate future, The Many and CatalystXR will continue to operate independently. However, they will collaborate on client projects. The long-term goal is to create a fully integrated participatory technology platform that enhances engagement systems for brands worldwide.
Christian Jacobsen, Co-Founder of The Many, highlighted, “This isn’t about adding a service line. It’s about building infrastructure around participation. The next era belongs to organisations that can design systems for engagement, not just messages about it.”
