What Studio Wayne McGregor does

Studio Wayne McGregor is a London-based creative arts organisation, founded in 1993 by Sir Wayne McGregor as Random Dance Company, that operates as the creative engine and production studio for one of Britain's leading contemporary choreographers. The company fields Company Wayne McGregor, a ten-dancer ensemble that is Resident Company at Sadler's Wells, and delivers a portfolio of international commissions across dance, film, theatre, opera, and visual arts for clients including The Royal Ballet (where McGregor has been Resident Choreographer since 2006), Paris Opera Ballet, New York City Ballet, Bolshoi Ballet, Mariinsky Ballet, and Alvin Ailey American Dance Theater. The business also delivers bespoke commissions for commercial clients (ABBA Voyage, Warner Bros., Burberry, The Jim Henson Company) and provides re-staging of McGregor's catalogue to companies and educational institutions globally. The company is headquartered at a purpose-built facility at Here East, Queen Elizabeth Olympic Park, and operates as a Company Limited by Guarantee with registered charity status in England.

Technically, Studio Wayne McGregor distinguishes itself through the integration of AI, motion capture, immersive visualization, and computational tools into choreographic practice. Named proprietary systems include Living Archive (an AI choreographic tool co-developed with Google Arts and Culture Lab), Bronze AI (a real-time generative audio engine used in Deepstaria), the genome-based assembly algorithm underpinning Autobiography, the nVis 360 3D Embodied Visualization environment (a 12K LED, 26-million-pixel panoramic installation co-developed with Jeffrey Shaw and Sarah Kenderdine), and AI-trained generative video pipelines used in A Body for Harnasie and Herrera Codes. The studio also co-developed the Ēkhōs augmented reality game with Niantic, No Ghost, and Digital Catapult.

Revenue is generated through a diversified mix: one-time commissions and re-staging royalties from ballet companies; bespoke professional-service commissions for commercial brands and entertainment projects; studio space hire at Here East; philanthropic support from Arts Council England, Bloomberg Philanthropies, the Vitruvian Group, and individual donors; and the touring income of Company Wayne McGregor, which performs at major venues and festivals across Europe, North America, and Asia. The company is supported by a global network of regional artist representatives covering US/Canada, France, Italy, Iberia, Asia-Pacific, and South America, alongside a direct booking channel via the Executive Director.

Name

Studio Wayne McGregor

Legal name

Studio Wayne McGregor Limited

Website

https://waynemcgregor.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Studio Wayne McGregor is a London-based creative arts organisation founded in 1993 that develops, produces, and tours contemporary dance and technology-driven performances under choreographer Sir Wayne McGregor, serving major ballet companies, theatres, and commercial brands globally.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Commissioning New Works: Wayne McGregor creates new ballet works for companies worldwide. Companies commission new works directly through agent Harriet Cruickshank.
2. Re-staging Past Works: Productions by Wayne McGregor are re-staged by ballet companies globally. Re-staging fees are negotiated through the agent.
3. Bespoke Projects and Commissions: Studio Wayne McGregor delivers bespoke commissions for launch events, awards ceremonies, music videos, and advertising campaigns.
4. Space Hire: The studio facilities at Here East are available for rental to external parties.
5. Philanthropic Support: The Vitruvian Group and other donors provide philanthropy support. Supported by Arts Council England, Bloomberg Philanthropies, and other foundations.

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core offering

Studio Wayne McGregor is the creative engine for choreographer and director Sir Wayne McGregor. It creates, develops, and tours contemporary dance productions through Company Wayne McGregor (a ten-dancer ensemble, Resident Company at Sadler's Wells), commissions new ballets for major international ballet companies, delivers bespoke choreography for brands and film/TV, and re-stages its catalogue of works for dance companies and educational institutions. The portfolio integrates proprietary AI, motion-capture, and immersive visualization technology (e.g., nVis 360, Bronze AI, Living Archive).

Product overview

Studio Wayne McGregor is the creative engine for choreographer Sir Wayne McGregor, operating as a multi-faceted dance and performance company with a portfolio of technology-driven productions. The core offering comprises Company Wayne McGregor, an ensemble of ten world-class dancers touring internationally, which serves as the crucible for McGregor's most experimental work. The portfolio includes signature works such as Deepstaria (2024), which uses Vantablack technology and Bronze AI for real-time sound composition; Autobiography (2017), which uses genome-based algorithmic choreography; UniVerse: A Dark Crystal Odyssey (2023), an immersive climate crisis meditation; On the Other Earth (2025), the world's first post-cinematic choreographic installation using AI and 360-degree LED technology; and Ēkhṓs, an AR game developed with Niantic. Studio Wayne McGregor also develops AI-powered tools such as Living Archive (with Google Arts and Culture Lab), delivers bespoke commissions for external clients, and provides re-staging of McGregor's works to companies worldwide. The company also choreographed the groundbreaking ABBA Voyage concert using motion capture technology.

Differentiator

Problem solved

Functional benefit

Products and services

• On the Other Earth
• Deepstaria
• We Humans Are Movement
• A Body for Harnasie
• Herrera Codes
• Untitled, 2023
• UniVerse: A Dark Crystal Odyssey
• Ēkhōs
• ABBA Voyage
• MADDADDAM
• Autobiography
• Bespoke Commissions and Re-staging
• Company Wayne McGregor (Ensemble)

Quantifiable outcome

• Seven Olivier Awards for Paddington: The Musical (external production with McGregor involvement)
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability13 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core.

• Hong Kong Baptist UniversitycoreStrategic or Co-development Partner · 1 January 2025Co-producer and co-commissioner of On the Other Earth. nVis 3D 360 technologies research and development conducted at Hong Kong Baptist University Visualization Research Centre. Hong Kong Baptist University Motion Capture and Visualization Laboratory contributed to production.
• Hong Kong BalletcoreStrategic or Co-development Partner · 1 January 2025Co-producer and co-commissioner of On the Other Earth. Guest performances by Hong Kong Ballet dancers alongside Company Wayne McGregor. Artistic Director Septime Webre.
• La Biennale di VeneziacoreStrategic or Co-development Partner · 1 January 2025Co-commissioner of On the Other Earth. Premiere venue for 2025. Wayne McGregor is Artistic Director of the Dance Department at La Biennale di Venezia.
• Somerset HousecoreStrategic or Co-development Partner · 1 January 2025Co-commissioner of On the Other Earth. Also hosts exhibitions including Infinite Bodies celebrating McGregor's three-decade career.
• Tai Kwun – Centre for Heritage and Arts, Hong KongcoreStrategic or Co-development Partner · 1 January 2025Co-commissioner of On the Other Earth. Hong Kong venue for performances in 2026.
• The Jim Henson CompanycoreStrategic or Co-development Partner · 1 January 2023Co-production partner for UniVerse: A Dark Crystal Odyssey, inspired by The Dark Crystal.
• BurberrycoreStrategic or Co-development Partner · 1 January 2023Chief Creative Officer Daniel Lee provides costume design for Untitled, 2023 and Herrera Codes works.
• SHOWStudiocoreStrategic or Co-development Partner · 1 January 2020Multiple collaborations including Torus film and Gareth Pugh S/S 18 fashion films. SHOWStudio directed by Nick Knight.
• Warner Bros.coreStrategic or Co-development Partner · 1 January 2016Movement Director role on The Legend of Tarzan film. Also worked on Fantastic Beasts films.
• No GhostcoreTechnology or IntegrationAnimation studio collaborating on Ēkhṓs augmented reality game development.
• NianticcoreTechnology or IntegrationTechnology partner for Ēkhṓs augmented reality game, developed through Futurescope Lightship accelerator programme.
• Sadler's WellscoreStrategic or Co-development PartnerCompany Wayne McGregor is Resident Company at Sadler's Wells, London. Sadler's Wells is co-producer of multiple works including Autobiography.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• teamLab: International digital art collective producing large-scale immersive, technology-led exhibitions and permanent venues globally. Relevant comparable for Studio Wayne McGregor's immersive installation work (On the Other Earth) and Venue/Licensing-style revenue model.

Emerging players

• Refik Anadol Studio: Studio producing AI-driven, large-scale immersive data sculptures and installations shown at museums and biennales worldwide. Comparable to Studio Wayne McGregor's On the Other Earth as a high-profile AI-and-visuals-led immersive installation competing for similar venue and biennale commissions.
• Punchdrunk: UK-based immersive theatre company producing large-format, site-specific, audience-immersive productions (e.g. Sleep No More). Comparable to Studio Wayne McGregor's UniVerse: A Dark Crystal Odyssey and other site-specific, immersive work in scale and production ambition.

Direct peers

• Batsheva Dance Company: Israeli contemporary dance company built around a single artistic director (Ohad Naharin) with a large ensemble, resident home venue, and worldwide touring. Comparable to Studio Wayne McGregor as a flagship choreographer-led institution anchored by a deep repertoire.
• Hofesh Shechter Company: UK-based, choreographer-led contemporary dance company creating work for its own ensemble and major ballet companies. Directly comparable to Studio Wayne McGregor in scale, structure, and reliance on a named artist's catalogue to drive commissions.
• DV8 Physical Theatre: UK-based physical theatre/dance company producing a small but high-impact catalogue of original work and touring internationally. Comparable to Studio Wayne McGregor in the type of boundary-pushing, multidisciplinary performance it produces and the venue/tour model it operates.
• Rambert: One of the UK's leading contemporary dance companies, performing a mixed repertoire of new commissions and existing masterworks. Highly comparable to Studio Wayne McGregor as a UK-based, internationally touring contemporary dance organisation working with leading choreographers and venues.
• Nederlands Dans Theater (NDT): Internationally renowned Dutch contemporary dance company with multiple ensembles, deep repertoire, and continuous commissions from leading choreographers. Comparable to Studio Wayne McGregor as a globally touring contemporary dance brand and a buyer of high-end new work.
• Kidd Pivot (Crystal Pite): Canadian choreographer-led contemporary dance company known for technologically ambitious, emotionally dense productions widely re-staged around the world. Highly comparable to Studio Wayne McGregor in emphasising experimental, tech-integrated choreography and global touring of a single artistic director's catalogue.
• Akram Khan Company: Choreographer-led contemporary dance company built around a single artistic voice, producing and touring work globally and collaborating with major cultural partners. Closely comparable to Studio Wayne McGregor's model of a flagship choreographer driving an internationally active ensemble and a portfolio of co-productions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/waynemcgregor
• YouTubevimeo.com/waynemcgregor
• Facebookfacebook.com/StudioWayneMcGregor
• LinkedInlinkedin.com/company/studio-wayne-mcgregor

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Studio Wayne McGregor