Serious Labs
Serious Labs, operating as SIMS, builds motion-based VR simulators that train and certify heavy equipment operators — MEWPs, forklifts, and cranes — for aviation, construction, manufacturing, defence, and oil and gas enterprises.
- Company typePrivate
- Founded2005
- HeadquartersEdmonton, Canada
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Serious Labs does
Serious Labs, doing business as SIMS, is a Canadian-based provider of high-fidelity, motion-based VR training simulators designed to train and certify heavy equipment operators in high-risk industrial environments. Founded in 2005 in Edmonton, Alberta, the company has built a focused portfolio of three product lines: the MEWP VR Simulator for boom and scissor lifts, the Forklift VR Simulator for counterbalance and rough-terrain models, and the Crane VR Simulator. The technology integrates physical motion platforms with VR headsets to replicate real equipment dynamics, enabling operators to develop judgment and precision in tight clearances, moving hazards, and time-pressured scenarios without real-world exposure. SIMS has received multiple international awards for innovation in industrial training and safety technology.
SIMS serves five primary vertical markets — Aviation & MRO, Construction & Equipment Rental, Manufacturing & Logistics, Defence & Government, and Oil & Gas / Petrochemical — with each vertical citing safety, certification, workforce performance, and operational reliability as core buyer priorities. The company monetizes through two streams: (1) hardware sales of the motion-based simulator systems and (2) software and platform licensing for the simulation content and assessment modules. Pricing is not publicly disclosed; the company runs a quote-based, consultative enterprise sales motion anchored by a "Book a Demo" call-to-action and supported by a customer portal at portal.industrialsims.com for ongoing engagement. Distribution is direct and global, with field sales targeting safety, training, and operations leaders at organizations running large equipment fleets.
Serious Labs has raised approximately $9 million in disclosed funding, including a $5 million Series 2 in August 2017 from Brick & Mortar Ventures and United Rentals — the latter being a strategic investor and major equipment rental buyer that signals channel alignment to the construction and rental vertical. The company employs between 51 and 100 people and is led by Jim Colvin (CEO & President), Lyle Edwards (Chairman), and Ken MacLean (President). The combination of specialized product depth, multi-vertical diversification, and a strategic-industry investor base positions SIMS as a defensible niche vendor in the industrial VR simulation market, with moat strengths concentrated in proprietary technology, focused domain expertise, and difficult-to-replicate channel access rather than in network effects or AI-native differentiation.
Serious Labs firmographics
Firmographics- Name
- Serious Labs
- Legal name
- SIMS
- Website
- https://seriouslabs.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Serious Labs, operating as SIMS, builds motion-based VR simulators that train and certify heavy equipment operators — MEWPs, forklifts, and cranes — for aviation, construction, manufacturing, defence, and oil and gas enterprises.
- Ownership category
- akta.pro rank
Serious Labs industry classification
Industry- Product category
- Industrial VR Training Simulation
- NAICS
- Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118)
- akta.pro primary industry
- Serious Games & Simulation Studios (Training, Defense, Enterprise) (MPAFAAAH)
- akta.pro secondary industry
- Simulation-Based Learning & Virtual Labs (EDAGAEAG)
Keywords
Where Serious Labs is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Markets served
Serious Labs business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- VR Simulator Hardware Sales: Sale of motion-based VR simulator hardware systems to organizations for operator training. This includes the physical motion platforms combined with VR equipment.
- Training Software/Platform Licensing: Simulation software platforms for MEWP, forklift, and crane operator training and assessment, likely offered as licensed subscriptions or perpetual licenses for simulator deployments.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Serious Labs product offering
Product offeringCore offering
Serious Labs (operating as SIMS) develops and sells high-fidelity, motion-based VR simulators that train and assess operators of heavy equipment — specifically Mobile Elevating Work Platforms (MEWPs), forklifts, and cranes — for high-risk industrial environments. The offering combines physical motion platforms with VR headsets and simulation software to enable safe, controlled operator competency development for aviation, construction, manufacturing, logistics, defence, and oil & gas organizations.
Product overview
SIMS is a unified platform of high-fidelity, motion-based VR simulators that train and assess heavy equipment operators. The portfolio consists of three distinct simulator products: the MEWP VR Simulator for boom lifts and scissor lifts, the Forklift VR Simulator for counterbalance and rough-terrain forklifts, and the Crane VR Simulator for crane operations. Together, these products enable organizations in construction, aviation, manufacturing, logistics, defense, and oil/gas industries to develop operator judgment and precision in safe, controlled training environments.
Differentiator
Problem solved
Functional benefit
Products and services
- MEWP VR Simulator Motion-based VR training simulator for boom lifts and scissor lifts, designed to train and certify MEWP operators in safe, controlled environments for construction, aviation, and industrial operations organizations.
- Forklift VR Simulator Realistic training and assessment simulator for counterbalance and rough-terrain forklift operators in warehouse, manufacturing, and logistics environments.
- Crane VR Simulator Advanced crane simulation technology that supports safe crane operation and operator training for industrial and construction organizations operating cranes.
Companies that use Serious Labs
Customer profileSegments5 records
Ideal customer profiles5 records
Serious Labs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Serious Labs partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Serious Labs competitors and assessment
Company assessmentDirect peers
- CM Labs Simulations: CM Labs is the closest direct competitor, developing high-fidelity simulation software for cranes, heavy equipment, and material handling — directly overlapping Serious Labs' core product categories and target buyers in industrial training.
- Tenstar Simulation: Tenstar is a Swedish-based competitor offering VR-based heavy equipment operator training (wheel loaders, excavators, cranes) for schools and enterprises, directly comparable in product and business model.
- Simformotion: Simformotion develops Caterpillar-branded heavy equipment operator training simulators, making it a direct competitor in the forklift/MEWP/heavy-equipment training category with strong OEM backing.
Emerging players
- Interplay Learning: Interplay Learning offers VR training for skilled trades and construction-related workflows (including equipment operations), with a SaaS-led GTM that overlaps Serious Labs' addressable market but is broader in scope and earlier in VR depth.
- ForgeFX Simulations: ForgeFX develops custom 3D and VR training simulations for heavy equipment, mining, and industrial workflows, competing in adjacent verticals with project-based delivery similar to SIMS' enterprise sales model.
Broad incumbents
- CAE Inc. CAE is the global leader in high-fidelity motion-based simulation, predominantly in aviation and healthcare, with adjacent technology and customer overlap in defence and industrial training segments where Serious Labs competes.
- Caterpillar Inc. Caterpillar operates its own operator training programs and a simulator partnership (Simformotion), making the OEM a key adjacent incumbent — both a customer ecosystem participant and potential vertically integrated competitor.
- Konecranes: Konecranes is a global crane OEM offering operator training as part of its services portfolio, directly competing in crane operator certification while also being a potential enterprise customer for Serious Labs' Crane VR Simulator.
- EON Reality: EON Reality operates a broad XR knowledge-transfer and industrial training platform with VR/AR simulation deployments across multiple industries — comparable technology stack but a much wider application footprint.
Others
- STRIVR: STRIVR is an enterprise VR training platform with comparable technology and customer-enterprise profile but focused on retail, sports, and operational soft-skills training — adjacent rather than direct competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Serious Labs social profiles
Digital presenceSerious Labs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serious Labs leadership team
Management profileNumber of profiles
Profiles3 records
Serious Labs funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serious Labs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serious Labs
What does Serious Labs do?
Serious Labs (operating as SIMS) develops and sells high-fidelity, motion-based VR simulators that train and assess operators of heavy equipment — specifically Mobile Elevating Work Platforms (MEWPs), forklifts, and cranes — for high-risk industrial environments. The offering combines physical motion platforms with VR headsets and simulation software to enable safe, controlled operator competency development for aviation, construction, manufacturing, logistics, defence, and oil & gas organizations.
Is Serious Labs a public or private company?
Serious Labs is a private company. It is classified as venture growth investor backed and is currently operating.
When was Serious Labs founded?
Serious Labs was founded in 2005. It employs 51 to 100 people.
Where is Serious Labs based?
Serious Labs is headquartered in Edmonton, Canada, in the North America region.
How does Serious Labs make money?
Two revenue lines are on record. VR Simulator Hardware Sales are the primary driver. The others are training Software/Platform Licensing.
Who are Serious Labs's main competitors?
Direct peers on record are CM Labs Simulations, Tenstar Simulation and Simformotion. Emerging players are Interplay Learning and ForgeFX Simulations. Broad incumbents are CAE Inc., Caterpillar Inc., Konecranes and EON Reality. STRIVR is listed as an others.
Does Serious Labs have an API?
No public API is recorded for Serious Labs.
What industry is Serious Labs in?
Serious Labs's product category is Industrial VR Training Simulation. Its primary akta.pro industry code is MPAFAAAH, Serious Games & Simulation Studios (Training, Defense, Enterprise), with a secondary code of EDAGAEAG, Simulation-Based Learning & Virtual Labs. Its NAICS code is 334118.