Orlando, FL –  November 18, 2025 – LEXRA, the global association dedicated to supporting and advancing the location-based entertainment extended reality (XR) industry, is excited to announce the election of its first executive officers. Jim Wyatt (Rilix) has been elected President, with Brent Bushnell (DreamPark) and Bryan Nay (Heroes VR) serving as Co–Vice Presidents, and Jason Fiber (Virewirx) elected as Secretary/Treasurer. Additionally, LEXRA is announcing four additional founding board members. 

Joining the founding board are:

Christoph Rahofer, Founder and CEO of EMS Entertainment
Christoph Rahofer is an Austrian entrepreneur and entertainment visionary with over 25 years of experience creating immersive entertainment worlds across Europe, North America, Latin America, Asia, and Australia. As founder and CEO of EMS Entertainment, he has developed globally successful interactive exhibitions featuring franchises such as CSI, Star Trek, Barbie, and National Geographic. His work includes award‑winning projects like Virtual Reality Adventures – Go Beyond Reality, which earned Austria’s Constantinus Award for International Projects, and the long‑running CSI: The Experience at MGM Grand in Las Vegas. Christoph continues to pioneer the blending of storytelling, technology, and culture through attractions, exhibitions, and museums worldwide. 

Jason Fiber, CEO of Virewirx
Jason Fiber joined Virewirx as CEO in 2024, bringing more than 30 years of leadership at the intersection of technology and entertainment. Previously CEO of THX, the world‑renowned company founded by George Lucas that sets global standards for immersive audio and video technologies, he led strategic planning, technical vision, and global operations. Jason is known for pioneering innovations and forging partnerships with leading brands across media and consumer electronics. At Virewirx, he is driving the mission to revolutionize wireless virtual reality experiences, applying his entrepreneurial vision and deep industry expertise to redefine how people connect with technology in the virtual age.

Jonathon Frawley, CEO of Lexon Group

Jonathon Frawley has spent more than 25 years with Lexon Group, a leading Australian design and build firm with over three decades of history delivering high‑quality commercial and entertainment projects. Under his leadership, Lexon has earned a reputation for hands‑on project management, creative building techniques, and efficient delivery across the full building lifecycle—from feasibility to design, construction, and fit‑out. Jonathon’s expertise spans project programming, construction management, and leadership, supported by an early career in network engineering and operations. Lexon is also a trusted partner to FunLab, designing and overseeing construction of many of their entertainment venues. As a founding board member, Jonathon brings deep experience in shaping physical environments that integrate seamlessly with XR attractions and support the growth of the location‑based entertainment sector.

Brent Bushnell, Co‑Founder of DreamPark and Two Bit Circus 
Brent Bushnell is a creative technologist, entrepreneur, and co-founder of Two Bit Circus, an award-winning entertainment company that pioneered micro-amusement parks by blending VR, AR, robotics, and immersive theater. He recently co-founded  DreamPark, to deploy Downloadable Theme Parks using mixed reality in public locations of most shapes and sizes. Brent is passionate about using games and play as a catalyst for learning. He is Chairman of Two Bit Foundation, a 501c3 nonprofit that deploys STEAM-based programs to inspire students about creativity. Brent is a Sir Edmund Hillary Fellow and a Shark Tank alumnus.. Widely recognized as a thought leader and innovator, Brent brings visionary insight into the future of LBE XR.

“These new appointments bring even greater depth and diversity of experience to LEXRA’s founding board,” said Bob Cooney, founder and Executive Director of LEXRA. “With leaders spanning content creation, operations, design, and technology, our board is positioned to guide the industry toward higher standards, stronger collaboration, and sustainable global growth.”

Together with Bryan Nay (Heroes VR), Jim Wyatt (Rilix), and Alex Rossol (vrCAVE), these new members form a powerhouse founding board representing key voices across the XR ecosystem. LEXRA is committed to ensuring representation across all roles, maintaining a global perspective, and promoting diversity throughout its leadership and initiatives. With seats for up to 12 members, the board already spans four continents and covers key ecosystem roles representing operators, suppliers, content creators, designers, technologists, builders, and innovators. The association encourages additional applicants to further progress toward a truly inclusive and representative board.

For more information about LEXRA, visit www.lexra.org.

About LEXRA
LEXRA supports the global growth and sustainability of the location-based entertainment XR industry. Through education, advocacy, research, and collaboration, LEXRA empowers stakeholders across the ecosystem to deliver exceptional immersive experiences.

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