Improbable Theatre
Improbable is a UK charitable theatre company founded in 1996 that produces acclaimed improvisational theatre and opera (including My Neighbour Totoro and Tao of Glass) and facilitates Open Space Technology events and workshops for businesses, universities, charities, and arts organisations.
- Company typePrivate
- Founded1996
- HeadquartersEdenbridge, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Improbable Theatre does
Improbable is a UK-registered charitable company (Company Limited by Guarantee, Charity No. 1155695) founded in 1996 by Phelim McDermott and Lee Simpson. The company pioneered the use of Open Space Technology (OST) — a self-organising meeting methodology with no fixed agenda or keynote speakers — to facilitate large-scale gatherings, and combines this with long-form improvisational theatre practice to create productions. Its work spans two interconnected business lines: (1) producing acclaimed theatre and opera productions, including My Neighbour Totoro (RSC co-production, six Olivier Awards), Akhnaten and Satyagraha with English National Opera, Tao of Glass with Philip Glass and Factory International, and Perfect Show For Rachel with Zoo Co Theatre; and (2) operating the Devoted & Disgruntled programme (200+ meetings since 2006) and a Hire Us services portfolio offering Improbable Workshops (5–40 participants) and Open Space Conversations (5–500+ participants) to corporate, university, charity, and government clients including John Lewis Partnership, Wellcome Trust, King's College London, UCL, the British Council, and the Southbank Centre.
Improbable's core 'technology' is its proprietary improvisational and Open Space facilitation methodology rather than software. The Devoted & Disgruntled online and in-person events create a 15+ year archive of sector knowledge, and since 2020 the company has extended OST to online formats using Zoom and Qiqochat for international accessibility. Revenue is diversified across multiple streams: ticket sales and box office from West End and touring productions; bespoke Open Space facilitation contracts; workshops; a pay-what-you-can Improbable People membership subscription; donations through a 30th Anniversary Campaign; and Arts Council England National Portfolio Organisation core funding under the Transfer (NPO-T) programme. The company states it must raise over £300,000 annually beyond core funding and box office to sustain operations.
Improbable is currently in a transitional phase, having relocated operational activity from London to Bore Place, a 500-acre historic estate in Kent (Edenbridge) where it is partnering with the Commonwork Trust to build a permanent creative home. The company has restructured toward a seasonal working model and regenerative management principles, is recruiting a new Executive Director, and operates internationally across the UK, USA, Germany, Australia, and Hong Kong through co-productions and festival appearances.
Improbable Theatre firmographics
Firmographics- Name
- Improbable Theatre
- Legal name
- Improbable
- Website
- https://improbable.co.uk
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Improbable is a UK charitable theatre company founded in 1996 that produces acclaimed improvisational theatre and opera (including My Neighbour Totoro and Tao of Glass) and facilitates Open Space Technology events and workshops for businesses, universities, charities, and arts organisations.
- Ownership category
- akta.pro rank
Improbable Theatre industry classification
Industry- Product category
- Theatre Production & Performing Arts Services
- NAICS
- Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Improvisational Theatre (MPAGABAJ)
- akta.pro secondary industries
- Broadway & Commercial Theatre Productions (MPAGABAA), Improv Comedy Performances (MPAGACAB), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Theater, Musicals & Performing Arts (THAJAFAB)
Keywords
Where Improbable Theatre is headquartered
LocationHeadquarters
- HQ city
- Edenbridge
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Improbable Theatre business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales and Box Office: Revenue from theatre and opera productions including West End runs (My Neighbour Totoro at Gillian Lynne Theatre), co-productions with major companies like RSC, and touring productions.
- Workshop and Facilitation Services: Hire Us services including Improbable Workshops (teamwork, communication, storytelling for groups of 5-40) and Open Space Conversations (facilitated events for 5 to 500+ people).
- Corporate and Institutional Open Space Events: Bespoke Open Space facilitation services for businesses, charities, universities, and community groups. Includes event planning, expert facilitation, accessibility support, and report preparation.
- Improbable People Membership: Monthly pay-what-you-can subscription supporting the company. Members receive dispatches, multimedia content, and opportunities to join discussion groups and gatherings.
- Donations and Campaign Contributions: 30th Anniversary Campaign seeking donations with campaign pages for birthdays, production circles with behind-the-scenes access, and support for international productions.
- Arts Council England Core Funding: NPO (National Portfolio Organisation) core funding from Arts Council England as part of the Transfer programme encouraging cultural shift away from London.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Improbable People - Monthly Pay-What-You-Can Membership |
| Other | Multi-year contract | Improbable Workshops |
| Other | Multi-year contract | Open Space Conversations |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Improbable Theatre product offering
Product offeringCore offering
Improbable Theatre creates and produces original devised theatre and opera productions (including co-productions with the Royal Shakespeare Company and English National Opera) and delivers Open Space Technology facilitation, workshops, and community programs such as Devoted & Disgruntled and Improbable People. The company operates as a registered charity, blending artistic production with participatory event design for both arts audiences and organizational clients.
Product overview
Improbable is a pioneering theatre company that creates innovative live performances and provides facilitation services rooted in improvisational practice and Open Space Technology. The company's portfolio spans acclaimed theatre and opera productions (including My Neighbour Totoro, Tao of Glass, Akhnaten, and Perfect Show For Rachel), the Devoted & Disgruntled conversation program, Open Space facilitation services for businesses and organizations, professional workshops, and The Gathering initiative to establish a permanent creative home. The company also offers an Improbable People membership program for ongoing community engagement. These offerings are interconnected through Improbable's core philosophy of improvisation, emergent practice, and collaborative creation.
Differentiator
Problem solved
Functional benefit
Brands
- Devoted & Disgruntled: A service/progam run by Improbable that facilitates ongoing nationwide conversations about theatre and the performing arts using Open Space Technology.
Quantifiable outcome
- Over 200 Devoted & Disgruntled meetings conducted since 2006
- +2 more outcomes
Companies that use Improbable Theatre
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles2 records
Improbable Theatre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Improbable Theatre partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Slung LowminorPartner for Devoted & Disgruntled flagship event 2024, held at The Warehouse in Holbeck, Leeds.
- Leeds PlayhouseminorSupported Devoted & Disgruntled flagship event 2024 at The Warehouse in Holbeck, Leeds.
- Commonwork Trust / Bore PlacecoreImprobable is in a period of R&D with the Commonwork Trust to explore an Improbable home at Bore Place. Bore Place is a 500-acre historic estate with organic farm, retreat accommodation, and education programmes on regeneratively managed land. Commonwork Trust focuses on regenerative agriculture and sustainable living.
- Royal Shakespeare CompanycoreCo-producer of My Neighbour Totoro with Joe Hisaishi and Nippon TV. RSC brought the celebrated 1988 animated feature film to the stage, adapted by Tom Morton-Smith with direction by Phelim McDermott. Production transfers to West End Gillian Lynne Theatre.
- Zoo Co TheatrecoreCo-producer of Perfect Show For Rachel, a joyous celebration of theatre for learning-disabled audiences. Zoo Co is a multi award-winning company creating theatre that champions access. Created in collaboration with Improbable.
- Factory InternationalcoreCo-producer of Tao of Glass with Improbable and Nica Burns. Factory International presented the original premiere at Manchester International Festival 2019.
- Nica BurnscoreCo-producer of Tao of Glass with Improbable and Factory International.
- Nippon TVcoreCo-producer of My Neighbour Totoro with Joe Hisaishi, Royal Shakespeare Company, and Improbable.
- English National Opera (ENO)coreLong-term co-production partner on Akhnaten and Satyagraha operas by Philip Glass. Improbable has created multiple acclaimed productions with ENO including Satyagraha in its eighth production.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Improbable Theatre competitors and assessment
Company assessmentEmerging players
- Zoo Co Theatre: Award-winning UK company specialising in accessible theatre, and direct co-production partner on Perfect Show For Rachel. Comparable in producing innovative devised work with a focus on access and inclusion, but at smaller scale.
- Slung Low: Northern England theatre company focused on community access and adventurous programming; partner on the 2024 Devoted & Disgruntled flagship event. Comparable in community-driven, festival-style programming with crossover into non-traditional venues.
Broad incumbents
- National Theatre: UK's flagship producing theatre with three auditoriums and substantial public funding. Comparable in producing innovative work and receiving NPO funding, but vastly larger in scale, headcount and audience reach.
- English National Opera: Long-term co-production partner on Improbable's Philip Glass operas (Akhnaten, Satyagraha). Comparable as opera producer in the UK but at much larger scale and currently undergoing significant financial restructuring.
- Factory International: Major UK arts organisation behind Manchester International Festival and the Aviva Studios venue. Direct co-production partner on Tao of Glass and host of Einstein on the Beach. Comparable as producer of large-scale innovative work but with permanent venue infrastructure.
- Royal Shakespeare Company: Major UK producing theatre company and direct co-production partner of Improbable on My Neighbour Totoro. Comparable as a producing entity staging acclaimed work, but operates at vastly larger scale with permanent ensemble and venues.
Direct peers
- Punchdrunk: Pioneering immersive theatre company known for award-winning large-scale productions (Sleep No More, The Drowned Man). Comparable in pioneering innovative theatrical formats and pushing beyond conventional staging in the UK.
- Kneehigh Theatre: Devised touring theatre company creating visually driven, ensemble-made productions that tour nationally and internationally. Comparable model of small core company producing critically acclaimed work through collaboration.
- Told by an Idiot: UK physical theatre company using improvisation, clown and ensemble devising to create innovative productions. Closely comparable in scale, methodology and irreverent approach to theatre-making.
- Complicite: Internationally renowned British devised-theatre company with a comparable practice of ensemble-driven, physically and improvisationally rooted productions. Both companies innovate around non-text-based work and operate internationally with major co-production partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Improbable Theatre social profiles
Digital presenceImprobable Theatre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Improbable Theatre leadership team
Management profileNumber of profiles
Profiles3 records
Improbable Theatre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Improbable Theatre 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 Improbable Theatre
What does Improbable Theatre do?
Improbable Theatre creates and produces original devised theatre and opera productions (including co-productions with the Royal Shakespeare Company and English National Opera) and delivers Open Space Technology facilitation, workshops, and community programs such as Devoted & Disgruntled and Improbable People. The company operates as a registered charity, blending artistic production with participatory event design for both arts audiences and organizational clients.
Is Improbable Theatre a public or private company?
Improbable Theatre is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Improbable Theatre founded?
Improbable Theatre was founded in 1996. It employs 1 to 10 people.
Where is Improbable Theatre based?
Improbable Theatre is headquartered in Edenbridge, United Kingdom, in the Europe region.
How does Improbable Theatre make money?
Six revenue lines are on record. Ticket Sales and Box Office is the primary driver. The others are workshop and Facilitation Services, corporate and Institutional Open Space Events, improbable People Membership, donations and Campaign Contributions and arts Council England Core Funding.
Who are Improbable Theatre's main competitors?
Emerging players on record are Zoo Co Theatre and Slung Low. Broad incumbents are National Theatre, English National Opera, Factory International and Royal Shakespeare Company. Direct peers are Punchdrunk, Kneehigh Theatre, Told by an Idiot and Complicite.
Does Improbable Theatre have an API?
No public API is recorded for Improbable Theatre.
What industry is Improbable Theatre in?
Improbable Theatre's product category is Theatre Production & Performing Arts Services. Its primary akta.pro industry code is MPAGABAJ, Improvisational Theatre, with a secondary code of MPAGABAA, Broadway & Commercial Theatre Productions. Its NAICS code is 71111 and its SIC code is 7900.