Serious Labs

SIMS, formerly known as Serious Labs, develops high-fidelity, motion-based virtual reality simulators that train and assess operators of heavy equipment including mobile elevating work platforms, forklifts, and cranes in high-risk industrial environments. The company's VR simulators allow operators to develop the judgment and precision required for tight clearances, moving hazards, and time-pressured decision making within safe, controlled training environments. SIMS offers three primary products: the MEWP VR Simulator for boom lifts and scissor lifts used in construction, aviation, and industrial operations; the Forklift VR Simulator for counterbalance and rough-terrain forklift operators in warehouse and logistics environments; and the Crane VR Simulator for advanced crane operation training. The simulators support organizations across aviation and MRO, construction and equipment rental, manufacturing and logistics, defence and government, and oil and gas industries. Founded in 2005 and headquartered in Edmonton, Canada, the company has raised $5 million in Series A funding from United Rentals and Brick and Mortar Ventures. SIMS simulators have received multiple international awards for innovation in industrial training and safety technology, serving customers including United Rentals and the Bechtel Group.