Why we started Teams Glued: from branding to VR team building
By David Wilson
Why would a branding agency create a VR team-building experience?
At Glued Limited, we’ve been helping businesses build brands since 2003. So why did we launch Teams Glued, a virtual reality team-building programme? The answer is simple: brand is all about people. Great brands attract like-minded individuals, and great teams keep them. Helping businesses succeed internally is just as important as creating brands that resonate externally.
It started with DiSC
Years ago, Rob and I completed DiSC personality profiling. It was a game-changer for us as a small team. For me, it explained why I sometimes felt frustrated – part of my personality loves detail, while another part wants to move fast. DiSC helped us understand each other and work better together.
But there was a catch: personality reports are easy to forget and hard to apply in real life. We wanted something more practical – something that would help people experience and practice adapting their behaviours.
The spark: an unconventional idea
Fast forward a few years. We noticed a challenge: getting business owners and decision-makers to attend networking events that felt fresh and engaging.
Then Coventry University – where I’m an alumnus – opened its Delia Derbyshire Building with metaverse facilities. Rob began conversations with the university about using VR technology for something innovative. With support from Helen Barge at Risk Evolves, we set students a brief to create an immersive experience. The Unconventional Convention was born (find out more here).
When we ran the event twice, it was a hit with local businesses. And here’s the connection: we realised this immersive experience could bring DiSC principles to life. Instead of reading a report, people could feel what it’s like to flex their behaviours in a team setting, and act on them.
Turning insight into action
We knew this idea had potential, so we applied for Innovate UK funding – three times! Eventually, we secured support to develop the concept. Working with Hollywood Games and Sarah Fountain from Fountain People and Performance, we created Teams Glued.
What is Teams Glued?
As Rob explains in the video below, Teams Glued combines:
- VR escape room challenges
- Personality and behavioural insights (inspired by DiSC, Insights, Myers-Briggs)
Teams face demanding scenarios where success depends on collaboration and adaptability. Participants learn that they don’t have to stick to their default behaviours—there are other ways to act and perform. This leads to better outcomes, less conflict, and more innovation.
“We draw together teams of varied personality types and put them into a challenging VR scenario. The goal is to encourage people to step outside their preferred behaviours and discover new ways of working together.” — Rob Harrison, Glued Limited
Why It Matters
Great brands attract like-minded people. Great teams keep them. Teams Glued helps businesses retain talent by improving team dynamics, while Glued branding ensures your external message resonates. Together, we help businesses succeed inside and out.