From virtual to reality: This Houston extended reality CEO weighs in on energy transition applications

Q&A

Founded in 2023, MadXR is a Houston-based Extended Reality startup. The innovative company specializes in safety training experiences for the energy sector and beyond. From pre-built virtual reality training modules to custom developed, end-to-end XR solutions, MadXR creates interactive, lifelike virtual reality and augmented reality experiences that allow trainees to practice safety procedures in a controlled environment.

Houston Energy Transition Initiative recently connected with Miranda Palmisano, CEO of MadXR, to discuss the applications and benefits of XR—and how it can help energy companies reduce HSE risk and carbon intensity like never before.

HETI: You were at Chevron for nearly 10 years before MadXR. How did your experiences at Chevron shape your approach to starting and running your own company?

Miranda Palmisano: Prior to founding MadXR, I held many different roles at Chevron across upstream and downstream. As the Connected Worker Product Manager, I drove digital acceleration for our global field and maintenance teams in refineries, terminals, and manufacturing sites, elevating efficiency and safety. During that time, I began exploring the value case of VR across Chevron.

I formed the Extended Reality Team and shortly became the Extended Reality Product Manager. Our team began using VR to conduct safety training within a virtual environment. It allowed us to train Chevron’s workforce safer and more efficiently by providing hands-on experience without the risk of real-world errors.

HETI: What inspired you to start your own company?

MP: Extended reality is an exciting new technology, and I quickly discovered the growing need for flexible, cost-effective XR content development in relation to life-saving-action training, such as confined-space entry, lockout/tagout procedures, and working from heights. I believe that affordable and high-quality XR experiences should be accessible to all companies, regardless of budget. That’s why MadXR has transparent pricing options that range from pre-built VR training modules to turnkey teams—and we empower our customers to take full ownership of their content and assets.

HETI: How has being based in Houston helped MadXR?

MP: The network in Houston is unmatched. In the energy capital of the world, it’s much easier to access the companies we’re targeting and hire the talent we need to grow. Innovation hubs like Houston’s Ion District have given us the resources and opportunities to connect with a vast number of forward-thinking businesses.

HETI: Do you believe XR will be instrumental in helping companies reach low carbon or net zero goals?

MP: XR is poised to revolutionize the energy industry, offering unprecedented opportunities for efficiency, engagement, and environmental sustainability. Imagine donning a headset and virtually navigating a facility halfway across the globe in real-time, or preparing your entire team with comprehensive virtual training before they physically enter a site. These scenarios highlight XR’s potential to enhance operational efficiency and employee engagement significantly. Beyond the immediate benefits, XR also plays a crucial role in reducing carbon emissions by eliminating the need for unnecessary travel. This technology isn’t just about improving current processes; it’s about reimagining the future of energy industry operations in a more sustainable, efficient, and engaging way.

HETI: MadXR will be celebrating its first anniversary in April. Can you tell us more about your vision for the future and what you’re focused on in 2024?

MP: In 2023, we were focused on ramping up and generating awareness. This year, we’re dedicated to expanding our reach and impact. We plan to incorporate AI into our learning modules and XR development to make them even more informational and interactive.

While our primary focus is on energy, we’re exploring how we can extend XR training to other industries, including automotive, healthcare, and pharmaceuticals.

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This article originally ran on the Greater Houston Partnership's Houston Energy Transition Initiative blog. HETI exists to support Houston's future as an energy leader. For more information about the Houston Energy Transition Initiative, EnergyCapitalHTX's presenting sponsor, visit htxenergytransition.org.

To learn more about MadXR’s mission and XR training modules, visit MadXR.

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European cleantech company breaks ground on Houston manufacturing site

coming soon

Spanish renewable energy company Power Electronics broke ground on its new 53-acre Houston campus on Sept.24.

The new site is expected to create over 400 local jobs and deliver 40 gigawatts of production capacity per year. The company said in a news release that the campus is expected to be the largest manufacturing site for power conversion systems in the U.S. Power Electronics specializes in solar, energy storage, data centers and electrification technologies.

A completion date and operational start date have not yet been announced.

“For the first time in many years, the United States will be able to meet its growing need for sustainable power generation capacity and energy resilience through local manufacturing, supported by the most advanced technology in the world,” David Salvo, CEO of Power Electronics, said in the news release. “Our [40-gigawatt] Houston Campus will help shape the future of energy and AI growth globally."

Once operational, the manufacturing site will feature two buildings of approximately 150,000 square feet and 700,000 square feet. They will house production, logistics, R&D, corporate offices, training and electronic manufacturing departments.

The company says the Houston campus will be its most automated inverter production site by using advanced technologies in production to streamline day-to-day processes. Inverters convert direct current (DC) electricity that is generated by solar panels and batteries to alternating current (AC) electricity used by electrical grids.

Power Electronics' global headquarters is in Valencia, Spain, with U.S. operations in Houston, Tampa, and Gilbert, Arizona. Its North American headquarters is located at its existing North Houston office on East Airtex Drive. Community Impact News reports that the new manufacturing site is located in the Cy-Fair/Jersey Village area.

Power Electronics shared on LinkedIn that the new Houston campus represents its commitment to its American business and will allow it to serve the market with "greater scale, proximity and local expertise." It currently has more than 116 gigawatts installed in the U.S. and is working toward a global goal of 105 gigawatts of annual global production capacity.

Major oil exporters agree to keep production steady in November 2026

Oil News

Seven major oil-exporting countries agreed Sunday to keep production steady in November at a time when the Iran war has driven the price of benchmark Brent crude oil above $100 a barrel.

The so-called OPEC+ subgroup — Saudi Arabia, Russia, Iraq, Kuwait, Kazakhstan, Algeria and Oman — will meet again on November 1 to review conditions in the oil market.

The fighting with Iran, which began with U.S. and Israeli attacks on Feb. 28, has disrupted global oil supplies and driven prices higher.

The group of seven wealthy democracies said Friday that they plan to release 100 million barrels of oil and fuel products in the coming weeks, starting with “substantial” amounts of diesel.

Diesel prices recently hit record highs in the United States, squeezing farmers, truckers and consumers who depend on the fuel.

The G7 promised a “frontloaded substantial release” of diesel within the next 20 days and the rest over four months.

Hertha Metals raises $133M Series A round, plans high-purity iron plant

cleaner steel

Conroe-based Hertha Metals has closed a $133.65 million Series A round that includes a $65 million equity investment from the Pentagon. The startup uses a one-step process to convert iron into molten steel or high-purity iron.

Khosla Ventures and Doerr Capital co-led the round, with participation from CEV, Pear Ventures, Gates Frontier, Niterra SUISO no MORI Fund, Toyota Ventures, and Siemens Financial Services.

The federal investment came from the U.S. Department of Defense’s Industrial Base Analysis and Sustainment program. The program aims to strengthen and modernize the U.S. Defense Industrial Base, a network that researches, designs, builds, and maintains military weapons, equipment, technology, and services.

The Series A funding will finance construction of Hertha Chalyx, a plant that will be capable of producing 10,000 metric tons of steel-grade and magnet-grade high-purity iron.

Hertha says Chalyx will provide U.S.-made material for manufacturers of rare-earth magnets. Today, China controls more than 90 percent of the global manufacturing of rare-earth magnets.

Rare-earth magnets can be found in fighter jets, smart bombs, submarines, satellites, drones and other military hardware. These magnets are also key components in electric vehicle motors, wind turbines, computer hard drives, smartphones, headphones, cordless tools and an array of other products.

“Every electric vehicle, aerospace platform, radar system, and data center depends on domestic iron and magnet feedstock suppliers,” Laureen Meroueh, founder and CEO of Hertha, said in a press release.

“Hertha Chalyx closes that gap,” she added. “We are building the supply chain this country needs, and we are doing it by providing a domestic cost-competitive option for manufacturers while unlocking safer and cleaner production.”

Hertha says Chalyx, alongside its Pi100 pilot project, will be the first modern-day “iron and steel innovation complex.” The startup expects to break ground on Chalyx this year.

Since its founding in 2022, Hertha has raised more than $150 million from investors.

This spring, Hertha led the manufacturing category on Fast Company’s list of the World’s Most Innovative Companies of 2026.

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