What Ad Infinitum does

Ad Infinitum is a Bristol-based Charitable Incorporated Organisation (registered charity 1184726) and devised theatre company founded in 2007 by Co-Artistic Directors George Mann and Nir Paldi. The company creates physical, a cappella, and British Sign Language-integrated theatre and has built a 15-production portfolio that has toured to over 25 countries including the USA, China, Brazil and Mexico, winning 24 awards and a place on The Guardian's 'Best Theatre of 2022' list. It has been an Arts Council England National Portfolio Organisation since 2023 and is moving into a new Studio at St Anne's House, Bristol in March 2026.

The core technology is ensemble-based physical devising with three proprietary components: a physical-theatre devising method (18+ years of practice, anchored by Lecoq-trained founders), bilingual BSL/English performance, and a cappella physical storytelling. Productions span one-person narrative work (Odyssey, Beautiful Evil Things), wordless physical pieces (Translunar Paradise, Light), ensemble dramas (If You Fall, Bucket List), accessible Deaf-centric work (Extraordinary Wall [of Silence]), and children's theatre (Chloe and the Colour Catcher). The company also operates an Artist Development Programme with Associate Artist, Associate Director (Deaf artist), and R&D Collaborators tracks targeting underrepresented creatives.

Revenue is generated through four streams: Arts Council England NPO core funding, touring and ticket income from enterprise commissioners (Barbican, Bristol Old Vic, The Lowry, Tobacco Factory Theatres, HOME Manchester, Battersea Arts Centre and others) plus international festival selectors, paid school workshops (primary and secondary), and digital content (notably a £30 CPD video rental for drama teachers). Distribution is via direct enterprise sales to UK venues and festivals, international touring booked by overseas programmers, direct sales of school workshops, and self-serve digital rentals. The core team comprises 6-10 staff led by the two Co-Artistic Directors and an Executive Director, governed by a Board of Trustees with diverse representation.

Name

Ad Infinitum

Legal name

Ad Infinitum Productions CIO

Website

https://ad-infinitum.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Ad Infinitum is a Bristol-based UK Charitable Incorporated Organisation founded in 2007 that creates devised physical, a cappella, and BSL-integrated theatre, touring 15 productions to 25+ countries while running school workshops, digital CPD resources, and an Artist Development Programme.

Ownership category

akta.pro rank

Product category

Performing Arts / Devised Theatre

NAICS

Theater Companies and Dinner Theaters (711110), Other Performing Arts Companies (711190), Motion Picture and Video Production (51211)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

Keywords

• Devised physical theatre
• BSL integrated theatre
• School drama workshops
• Artist development programme
• International touring productions

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Theatre Ticket Sales: Revenue from touring productions to theatres across UK and internationally, including Edinburgh Festival Fringe and international venues
2. Arts Council England Funding: National Portfolio Organisation receiving regular Arts Council England funding as part of their operational support
3. Educational Workshops: Primary and secondary school workshops, CPD resources for drama teachers, and artist development programmes
4. Digital Content Sales: CPD video rental at £30, digital commissions, and online content offerings

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Ad Infinitum creates and tours devised ensemble theatre productions blending physical storytelling, a cappella singing, and British Sign Language (BSL) integration to UK and international venues. Alongside its 15-production repertoire, the company delivers school drama workshops (primary and secondary), a CPD video resource for teachers, an Artist Development Programme supporting underrepresented creatives, and hires out a rehearsal/office Studio space in Bristol. Revenue is supplemented by Arts Council England National Portfolio funding and digital content offerings.

Product overview

Ad Infinitum is a multi-award-winning theatre company that creates devised theatrical productions and educational programmes. Their portfolio includes 15 internationally touring productions spanning diverse genres—from wordless physical theatre (Translunar Paradise, Light) to one-person narrative shows (Odyssey, Beautiful Evil Things) to ensemble pieces exploring social issues (If You Fall, No Kids, Extraordinary Wall of Silence). The company also offers educational workshops for primary and secondary schools, a CPD video resource for drama teachers, an Artist Development Programme with associate opportunities, and maintains a studio space for hire in Bristol.

Differentiator

Problem solved

Functional benefit

Products and services

• Odyssey
• The Big Smoke
• Translunar Paradise
• Light
• Ballad of the Burning Star
• Bucket List
• No Kids
• Beautiful Evil Things
• If You Fall
• Extraordinary Wall [of Silence]
• Chloe and the Colour Catcher
• Until I Find You / Hasta Encontrarte
• Last Rites
• A Small Gathering
• Primary Workshops
• Secondary & College Workshops
• A Guide to Devising
• Artist Development Programme
• Ad Infinitum Studio
• Show Resources

Quantifiable outcome

• 25+ countries toured internationally
• +3 more outcomes

Named customers10 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

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• The North WallcoreStrategic or Co-development PartnerAssociate Artists at The North Wall, Oxford. Co-commissioning partner for productions including Extraordinary Wall [of Silence] and Bucket List.
• Bristol Old ViccoreStrategic or Co-development PartnerAssociate Artist Alumni (2015-2024), co-commissioning partner. Multiple co-productions including If You Fall and Chloe and the Colour Catcher.
• Tobacco Factory TheatrescoreStrategic or Co-development PartnerCo-commissioning partner and co-producer. Beautiful Evil Things premiered at Tobacco Factory Theatres with support from The Wardrobe Ensemble.
• Northern StagecoreStrategic or Co-development PartnerCo-commissioner and co-producer of If You Fall. Also partnered on R&D Associate Collaborators programme.
• HOME ManchestercoreStrategic or Co-development PartnerCo-commissioner and co-producer of If You Fall. Also partnered on Extraordinary Wall [of Silence] and A Small Gathering digital content.
• Battersea Arts CentrecoreStrategic or Co-development PartnerCo-commissioning partner and supported development of No Kids and Bucket List.
• The BarbicancoreStrategic or Co-development PartnerCommissioning partner for productions including Light (co-commissioned with London International Mime Festival).
• The LowrycoreStrategic or Co-development PartnerAssociate Artist Alumni (2011-2017), co-production partner for Ballad of the Burning Star and Translunar Paradise.
• London International Mime FestivalcoreStrategic or Co-development PartnerCo-commissioner of Light production. Long-standing partnership for physical theatre work.
• Bush TheatreminorStrategic or Co-development PartnerAssociate Artist Alumni (2011-2013). Supported Ballad of the Burning Star.
• Creating Transformation ProgrammeminorStrategic or Co-development PartnerCurrently part of three international cohorts including Creating Transformation programme facilitated by People Make It Work.
• ITER 4: Advancing Sustainable International TouringminorStrategic or Co-development PartnerCurrently part of ITER 4 programme focused on advancing sustainable international touring, facilitated by Julie's Bicycle.
• Here and Now ShowcaseminorStrategic or Co-development PartnerCurrently part of Here and Now Showcase for international touring support.
• Cultural Governance AllianceminorOthersMember of Cultural Governance Alliance (CGA) for governance best practices.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Kneehigh Theatre: Cornwall-based devising theatre company known for physical storytelling and international touring; comparable in style (a cappella, physical, ensemble) and audience-development focus.
• Tangled Feet: UK devised physical theatre company focused on movement, ensemble work, and outdoor/indoor touring; comparable in scale, methodology, and education outreach.
• Proteus Theatre: UK devised physical theatre company with a regional base, educational programmes, and touring model; comparable in scale, methodology, and access mission.
• Slung Low: Leeds-based devised and ensemble theatre company with community engagement and educational programmes; comparable in scale, regional base, and access-led mission.
• Gecko Theatre: Internationally touring UK devised physical theatre company producing wordless and movement-led work; comparable in scale, methodology, and international touring footprint.
• 1927 (Theatre Company): UK devising theatre company blending physical performance with animation and film; highly comparable in style, scale, and international touring model.
• Frantic Assembly: UK physical and devised theatre company producing ensemble-driven work with Lecoq and similar training lineage; closest direct peer in terms of physical theatre methodology, touring model, and educational outreach.
• Told by an Idiot: UK devised ensemble theatre company with a distinctive playful, physical style; comparable in collaborative devising methodology and mid-scale touring activity.

Broad incumbents

• DV8 Physical Theatre: Pioneering UK physical dance-theatre company with strong international reputation; comparable methodology and touring footprint, but larger and longer-established.
• Complicité: Larger UK physical and devised theatre company with a global reputation; comparable creative methodology but operates at significantly greater scale and budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/adinfinitumtheatre
• Xx.com/TheatreAdInf
• Facebookfacebook.com/TAdInfinitum
• LinkedInlinkedin.com/company/theatre-ad-infinitum

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Ad Infinitum