At Web Summit 2025 in Vancouver, Ideon co-founder and CEO Gary Agnew and Playground Global general partner Bruce Leak took to the stage. They tackled the hard truths of industrial transformation—how deep-tech startups can scale in established industries, what it takes to fund them, and how customers are turning breakthrough tech into real business impact.
Bruce spoke about how Playground Global is known for backing visionary founders reengineering the physical world. As Bruce noted, "We love founders who go after the hardest problems that most avoid."
For Ideon, mining wasn’t just a market—it was a mission. The industry, essential to modern life, remains technologically outdated. Gary described it as "stuck using 150-year-old drilling tech.” Ideon’s solution? A subsurface intelligence layer powered by quantum sensing and muon tomography, a cutting-edge method that enables ultra-precise imaging underground.
This entirely new approach allows mining companies to target resources more accurately, reduce environmental impact, and operate more efficiently—akin to how medical imaging transformed surgery. Gary shared, “It’s like going from open-heart surgery to keyhole surgery. Less damage, better outcomes.”
One surprising story shared on-stage at Web Summit is how Ideon's first customer was a reality TV show. The History Channel’s Curse of Oak Island sought Ideon’s help to scan an infamous site called the "Money Pit." Despite the unconventional customer, the project became a proving ground, exposing the company to both the pressure of television and the interest of major industry players.
Navigating the traditional mining ecosystem as a startup is daunting. “You don’t break in,” Agnew explained. “You build in.” Ideon started with greenfield projects and innovation teams but quickly learned real change happens when operational units—those with budgets and pain points—adopt your technology. That required more than demos; it required relationships, patience, and deep understanding of customer needs.
One of the most powerful cultural tools Ideon uses is a simple phrase: “That’s fantastic.” It’s how they reframe failure. A collapsed borehole that destroyed expensive sensors? “That’s fantastic,” because every setback is fuel for future innovation. “Failure is your everyday colleague,” Gary said. “It’s how you react that defines your company.”
Bruce emphasized that great startups are not just about tech. “It was the team,” he said. “They could explain the science, understand the customer, and build solutions.” This balance of deep tech and customer empathy made Ideon stand out when Playground initially invested in their Series A in 2022. The two featured speakers gave us an exclusive interview after the session.
For founders aiming to tackle hard industries, the message was clear: focus on mission, build trust slowly, and be ready for detours—including TV appearances. Sometimes the path to global impact starts in unexpected places.
.png)
