About Looking Glass Services Inc.

Doing Business As: Looking Glass XR

Founded on curiosity, collaboration, and a passion for emerging technology, Looking Glass XR helps organizations turn cutting-edge tools into practical, scalable solutions. What began as a shared fascination with virtual reality has grown into a multi-disciplinary technology company spanning XR infrastructure, immersive software, and next-generation robotics.

Our Story

Looking Glass XR was founded by John McBride and Sunny Lindenthal, two entrepreneurs with complementary backgrounds who crossed paths as customer and business owner—and quickly discovered a shared obsession with new technology.

John McBride, Co-Founder & CEO

John spent decades building and operating a successful chain of video game stores across North Carolina, beginning in the 1980s. With deep experience in sales, customer engagement, and retail operations, he developed an early understanding of how emerging technologies move from novelty to necessity.

Sunny Lindenthal, Co-Founder & CMO

Sunny founded and ran a web marketing and digital services company starting in 2005, working with businesses across North Carolina to build their online presence and technical infrastructure. His background in software, digital strategy, and problem-solving complemented John’s operational expertise.

When virtual reality began gaining momentum, both founders recognized its potential—and its challenges. They joined forces to enter the VR market not as hobbyists, but as builders.

From VR Services to XR Infrastructure

Looking Glass XR’s first major venture was a 3D property scanning and visualization service, built using Matterport cameras and software. That success led to the formal creation of Looking Glass Services Inc.

Soon after, the team opened their first location-based entertainment (LBE) venue, VR Studio, in downtown Winston-Salem, North Carolina. The space doubled as:

• A public VR arcade
• A demo and testing lab
• Headquarters for the Triad VR community meetup group

As demand grew, Looking Glass expanded further by installing arcade-grade VR systems and experiences, drawing interest from businesses, universities, municipalities, hospitals, and theme parks. To support this growth, the company opened a second office in downtown Asheville, housing a growing development team focused on custom VR software and enterprise deployments.

Solving a Real Industry Problem

Through nationwide consulting and installations, the team encountered a consistent challenge faced by VR operators:

How do you safely store, charge, and manage dozens of expensive VR headsets at scale?

Looking Glass XR answered by designing purpose-built XR infrastructure. Their first flagship hardware product, the VR PowerWall, introduced “grab-and-go” charging and storage for VR operators—followed by an expanding lineup of carts, cases, and secure charging solutions now used across education, healthcare simulation, enterprise training, and location-based entertainment.

Resilience Through COVID—and Beyond

The COVID-19 pandemic forced the closure of the Trade Street VR Studio and halted many software contracts overnight. Determined not to lose their technical team, Looking Glass pivoted internally—redirecting talent toward product development and game design.

During this period, the company:

• Developed a VR game for Meta Quest titled Galaxy Donutz
• Accelerated R&D on XR storage and charging systems
• Repositioned the company toward long-term, scalable hardware solutions

As the world reopened, Looking Glass XR emerged stronger and more focused.

Expansion into Robotics

By 2023, Looking Glass XR had established itself as a leader in XR device management, introducing:

• VR Storage Cart (24-headset capacity)
• VR Storage Cart Mini
• VR Storage Case

At the same time, a new frontier was rapidly approaching: robotics.

Advances in artificial intelligence transformed robotics from experimental to commercially viable almost overnight. Seeing the same inflection point they once saw in VR, the Looking Glass team expanded into robotics research, distribution, and integration.

In 2024, Looking Glass XR partnered with LimX Dynamics, introducing the bipedal TRON-1 robot to the North American market and preparing for the launch of the humanoid robot Oli.

A Focused Future

In 2025, Looking Glass XR strategically split its robotics offerings into two clear categories:

• R&D and research robots, remaining under Looking Glass XR
• Commercial service robots, launched under a new DBA: ProServBots, focused on cleaning, delivery, and hospitality automation

This separation allows each division to better serve its distinct customers while maintaining a shared foundation of engineering, support, and innovation.

Where We Are Today

Today, Looking Glass XR operates at the intersection of:

• Extended Reality (XR)
• Physical infrastructure and device management
• Robotics and AI-driven automation

From VR labs and simulation centers to research facilities and service-robot deployments, we help our customers adopt advanced technology with confidence.

Looking Ahead

Our journey has been anything but linear—but every step has been guided by the same belief:

Emerging technology should be powerful, practical, and accessible.

We’re excited to continue helping organizations harness the next generation of immersive and intelligent systems—today and for years to come.

Thank you for being part of the Looking Glass story.