John Brooks, Founder & CEO of Mass Virtual – Interview Series

John Brooks is the founder and CEO of Mass Virtual, a visionary technology leader with over 20 years of experience driving product and solution innovation across Virtual Reality (VR), Mixed Reality (MR), and Augmented Reality (AR) for both commercial and defense sectors.

Under John's leadership, Mass Virtual has developed the MassXR platform, an advanced training ecosystem that integrates a Universal Learning Content Management System (uLCMS) with cutting-edge simulations, gamification, and instructional video support. Designed to enhance real-world skills and student performance, the MassXR platform empowers organizations with a secure, sustainable, and cost-effective XR training solution, complete with instructor management tools to create an immersive, results-driven learning experience.

Could you tell us about your transition from serving as an Air Force aircrew member to founding Mass Virtual? What inspired you to start the company in 2009?

My journey from serving in the Air Force to founding Mass Virtual was deeply personal. After years of traveling the globe and dedicating myself to my military duties, I found myself longing to be more present for my family. I wanted to carve out a career where I could blend my love for technology and the arts with the insights gained from my military experience. The world of digital innovation captivated me, but I noticed that the pace within the military was slower than I envisioned. I realized I had the opportunity to create something meaningful and impactful, so I decided to take the leap and start Mass Virtual. It was my chance to not just keep up with the future but to help shape it, and I couldn’t be more excited about that path.

How has your military background influenced the direction and mission of Mass Virtual, particularly in designing solutions for defense and aviation industries?

My military background has played a pivotal role in shaping both my approach and the mission of Mass Virtual. It instilled in me the importance of adaptability and strategic thinking, especially in high-pressure situations. In the military, we often faced complex and dynamic challenges that required us to think on our feet and consider a wide range of possibilities. This experience has translated seamlessly into how we develop our training solutions. At Mass Virtual, we embrace that same spirit of flexibility and thoroughness, ensuring our products are not just effective but also responsive to the unique needs of the defense and aviation industries. It’s about crafting solutions that empower individuals to excel, and I’m incredibly proud to carry those lessons forward in our work.

Since you founded Mass Virtual over 15 years ago, how has VR/XR technology evolved? What were some of the early challenges you faced in building immersive training solutions, and how have those been overcome as technology matured?

The evolution of VR/XR technology has been nothing short of extraordinary over the past 15 years. When we first set out, the landscape was quite different; there was skepticism about the potential of these technologies, and we often faced hurdles with limited adoption. It was a challenge to convince stakeholders of the immense benefits VR and XR could bring to training and education.

However, as advancements in hardware and software emerged, along with significant cost reductions, we witnessed a shift in perception. The door began to open, allowing us to showcase the true capabilities of immersive training. Our team remained steadfast in our vision, believing from the outset that this technology was destined to go mainstream. We dedicated ourselves to refining our products, pushing the boundaries of what was possible, and today, that commitment has truly paid off for us and our customers.

As the market matured, so did our understanding of how to tailor our solutions to meet the evolving needs of our users. The journey has been filled with learning and growth. I’m proud to say that today we are helping companies implement their own XR strategies and road maps to achieve workforce proficiency.

Mass Virtual's technology is deployed across 135+ locations and supports over 31,000 USAF members annually. How did you scale the platform to such a wide reach, and what role did technological advancements play in achieving that?

Scaling Mass Virtual has been a thrilling journey, driven by our customers' needs and their belief in the value we bring to their training programs. We recognized early on that our platform had to be adaptable, so we designed it with specific use cases in mind, allowing us to respond quickly to varying requirements across different locations.

The success of our expansion is also a testament to our incredible team, whose passion and commitment to innovation have been instrumental in our growth. They share a vision that goes beyond just delivering a great product; it’s about creating meaningful training experiences that genuinely enhance outcomes for our users.

Technological advancements have played a significant role in this journey. As VR/XR technology has matured, we've been able to leverage new tools and methodologies to refine our offerings. This has allowed us to reach a wider audience and meet the needs of the diverse organizations we serve. It’s immensely rewarding to see our solutions making a difference in the lives of thousands of service members, and it motivates us to keep pushing forward together.

You’ve seen firsthand how VR has transformed training in the military. Can you walk us through how immersive simulations can accelerate mission readiness and address skills gaps in industries like manufacturing and aviation?

Immersive simulations have truly revolutionized training, and I’ve witnessed this transformation firsthand. The beauty of VR lies in its ability to create realistic scenarios that allow learners to engage deeply with the subject matter. This accelerates learning and skills acquisition, making training not just effective but also motivating.

Take aviation maintenance training, for example. With VR, maintainers can practice complex tasks in a controlled environment without the need for a real aircraft. This not only enhances their skills but also builds confidence, allowing them to focus on mastering their craft. The result? Better prepared maintainers who can respond swiftly and effectively to real-world challenges.

Moreover, this approach isn’t limited to aviation. Industries like manufacturing are also reaping the benefits. VR can simulate intricate machinery operations, enabling workers to gain hands-on experience without the risk of costly mistakes. By addressing skills gaps and improving knowledge retention, immersive simulations pave the way for a more competent workforce.

Overall, VR training not only enhances mission readiness but also cultivates a culture of continuous learning and improvement. It’s an exciting time to be part of this evolution, and I can’t wait to see how it continues to shape various industries.

The MassXR platform features a Universal Learning Content Management System (uLCMS). Can you explain how this system enhances training experiences, and how it integrates with third-party content and devices to create a seamless training environment?

The uLCMS is truly the backbone of our MassXR platform, designed to simplify the management of complex training infrastructures. Think of it as a central hub that brings together various XR content, making it incredibly easy for organizations to curate and access a vast catalog of simulations and training materials.

What excites me about the uLCMS is how it empowers users. It allows for real-time tracking of progress and performance, ensuring that learners have the right materials at their fingertips. This is crucial for fostering collaboration and knowledge sharing among team members, whether they're in the same room or across the globe.

Moreover, our system seamlessly integrates with third-party content and devices, which means that organizations are limitless in the vendors they may want to utilize because our uLCMS manages any XR content they own within a turnkey system. It provides companies with insights as well as accessible ROI to better understand trends — whether in weeks, months or years, giving them better visibility in decision-making for next steps when it comes to their XR strategy.

This flexibility enhances the learning experience and encourages a culture of continuous improvement and creates a training environment that is both efficient and engaging. I’m proud to say that our uLCMS plays a vital role in achieving that.

With the rise of remote work and distributed teams, how has Mass Virtual adapted to provide flexible learning solutions that are accessible anytime, anywhere?

In today’s rapidly changing landscape, we recognized that flexibility is essential for effective learning. Our system was intentionally designed to support team-based learning experiences, facilitating collaboration in dynamic environments, regardless of where team members are located.

One of the features I’m particularly proud of is how our platform allows users to engage in simulation together, closely emulating real-world scenarios. This virtual environment enables users to learn and practice tasks collaboratively, as they would in real world settings – whether they’re in different buildings, states or even continents.

By learning to work ‘together’ – performing different, simultaneous tasks as a cohesive team – users not only enhance their own performance but also build stronger relationships among colleagues, fostering a supportive and connected culture.

As a technology leader with over 20 years of experience, how do you foster innovation within your team, especially when leading cross-functional and globally distributed teams?

Fostering innovation starts with assembling a team of passionate individuals who bring unique perspectives and experiences to the table. I believe that hiring for passion, rather than just qualifications, sets the stage for creativity and collaboration. Creating a culture where everyone feels valued and heard is crucial.

I strive to cultivate an environment where team members feel empowered to share their ideas and take risks. Drawing inspiration from trailblazing companies, I encourage my team to embrace the mindset of exploration and experimentation. It’s all about nurturing a shared vision and aligning our goals so that we’re all moving in the same direction.

Ultimately, innovation isn't just about internal processes; it’s also about understanding and supporting the needs of our clients. By staying attuned to their challenges and aspirations, we can tailor our solutions to meet their evolving demands. When we prioritize our clients' success, we create a collaborative atmosphere that drives innovation and leads to impactful outcomes. It’s incredibly rewarding to witness how this approach helps us build lasting partnerships while continuously pushing the boundaries of what’s possible.

Looking back on your journey with Mass Virtual, what are you most proud of, and what excites you about the future of immersive technologies?

Reflecting on my journey with Mass Virtual, I find that my greatest pride lies in the incredible people I get to work with every day. We’ve built a compassionate and inclusive environment that fosters collaboration and creativity. There’s nothing quite like seeing our team members grow and flourish and knowing that we’re all contributing to something meaningful makes every challenge worthwhile.

I am equally thrilled about the future of immersive technologies. The possibilities are endless, and it’s exciting to think about how we can continue to innovate and make a positive impact across various industries. We’re on the cusp of a technological revolution, and I genuinely believe that our work will play a significant role in shaping how people learn and interact with technology. The journey ahead is filled with potential, and I can’t wait to see what we’ll achieve together!

Thank you for the great interview, readers who wish to learn more should visit Mass Virtual.

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