Improbable Theatre

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.

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

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

• Theatre productions
• Performing arts services
• Workshop facilitation
• Open space technology
• Live performance

Headquarters

HQ city

Edenbridge

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. 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).
3. 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.
4. 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.
5. 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.
6. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Slung LowminorStrategic or Co-development Partner · 1 March 2024Partner for Devoted & Disgruntled flagship event 2024, held at The Warehouse in Holbeck, Leeds.
• Leeds PlayhouseminorStrategic or Co-development Partner · 1 March 2024Supported Devoted & Disgruntled flagship event 2024 at The Warehouse in Holbeck, Leeds.
• Commonwork Trust / Bore PlacecoreStrategic or Co-development Partner · 16 February 2022Improbable 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 CompanycoreStrategic or Co-development PartnerCo-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 TheatrecoreStrategic or Co-development PartnerCo-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 InternationalcoreStrategic or Co-development PartnerCo-producer of Tao of Glass with Improbable and Nica Burns. Factory International presented the original premiere at Manchester International Festival 2019.
• Nica BurnscoreStrategic or Co-development PartnerCo-producer of Tao of Glass with Improbable and Factory International.
• Nippon TVcoreStrategic or Co-development PartnerCo-producer of My Neighbour Totoro with Joe Hisaishi, Royal Shakespeare Company, and Improbable.
• English National Opera (ENO)coreStrategic or Co-development PartnerLong-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

Emerging 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

• Instagraminstagram.com/improbable1
• Facebookfacebook.com/improbable1
• LinkedInlinkedin.com/company/improbable1

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Improbable Theatre