Founder Spotlight: Elaine McAnally

While educators are increasingly advocating for more inclusive approaches to learning, many education systems continue to let down neurodivergent learners.

Experts have long sounded the alarm on the consequence of neurodivergent children being sidelined at school and, later, the workplace — driving “a collective loss in productivity and innovation.”

Rather than waiting for systems to change, some, like Elaine McAnally, are leveraging technology to support neurodivergent learners in and out of the classroom. 

McAnally is the co-founder of Green Forest XR, a mixed reality learning platform that helps neurodivergent learners develop critical skills through creative and immersive gameplay.

Launched this year, Green Forest XR recently released a beta on the Meta App Lab. The startup has already worked with over 150 students and is partnering with organizations and institutions to foster inclusive experiences.

McAnally sat with the Vancouver Tech Journal to share her journey from climbing the corporate ladder at companies like EA Sports, Aritzia, and Hootsuite to building a startup, what she reminds herself of when things get challenging, and what can be expected next from Green Forest XR.

Where were you born?

I was born in Sandakan, a part of Sabah, Malaysia, and came to Canada when I was six.

How old are you?

My immediate answer when someone asks is usually 38, but I’m 43.

Do you have kids?  

Two boys, six and nine.

What did you want to be when you were a kid?

A Disney animator. My childhood room walls were painted as Toontown.

Favourite class in school?

Art.

Previous job before Green Forest XR?

I was the VP of HR at Pure Sunfarms. I was one of nine as part of executive leadership for over 700 people — including contingent farm workers — and led a team of just under 20.

How do you commute?

I commute by car, with a good podcast usually on the way to my destination and a good ’90s old-school playlist on the way home.

What time do you normally wake up?

I have my workout mornings, which are around 6 or 7 a.m., depending on whether I sleep in.

What’s the first thing you do when you wake up?

I lie there thinking about my gratitudes for the day while debating when to physically get up.

What time do you normally sleep?

It ranges but typically between 10-11 p.m.

What’s the last thing you do before bed?

I try to read before bed or have a good snuggle with my furry 90-lb. dog, Tillamook. Yes, we named her after the cheese factory in Oregon.

What are you reading right now or listening to?

I’m on the second book of Sarah J. Mass series, A Court of Mist and Fury.

Where do you normally work from?

I mostly work from home.

Elevator pitch — what does Green Forest XR do?

Green Forest XR is a mixed reality learning platform that allows neurodivergent children to develop critical skills through creative and immersive gameplay. 

Between 15 to 20 per cent of the world’s population is neurodivergent and have brains that develop or work differently due to medical disorders, learning disabilities, and other conditions.

We’re creating a collection of immersive stories — which we call Yodelz — to bridge learning in and out of school in a mixed reality edutainment marketplace. 

We’ve recently launched a beta on the Meta App Lab and are continuing to build on it. We also partner with organizations and institutions to broaden our impact in fostering inclusive experiences.

Why did you start Green Forest XR?

My co-founder and I met while working at EA Sports and founded Green Forest XR out of a deep passion for technology and its transformative potential in education.

Our startup journey began with after-school programs with a school district, where we witnessed firsthand the excitement and engagement of children learning to think in 3D using augmented and virtual reality. The enthusiasm and feedback were invaluable, shaping our product today. 

During a recent session with a group of students, all potential neurodivergent learners, we conducted a quick survey at the end. Almost all students mentioned that they loved immersing themselves in the world they created, having built the surface of Mars in their school library. They said this motivated them to refine their designs and add more detail. 

This experience made us at Green Forest XR realize that mixed-reality technologies can be a highly motivating way to learn even in its current state. The learners enjoyed testing their designs against real-world physics issues on Mars, such as its lower gravity.

Another consistent comment from students highlighted another great use case for mixed reality. They loved "driving" their own rover around the library, doing things they couldn’t do without immersive tools. We learned to embrace the RIDE principle — which stands for rare, impossible, dangerous, expensive — allowing students to make a mess, drive into walls, and have fun with their creations in a safe environment.

A couple of the more advanced learners also helped me with some coding. They appreciated how I tailored tasks to suit their interests. In a group like this, I focus on adapting each student's experience to tap into their existing passions. While we provide guidelines for learning, we strongly encourage divergent thinking.

One learner, who initially didn’t like to draw because he felt he wasn't good at it, ended up enjoying the process. This confirmed that students form assumptions about their abilities even at a young age. Our process is adaptable and goals-based, ensuring every learner feels a sense of accomplishment.

Green Forest XR has big plans to continuously iterate and improve our immersive experiences to enhance learning and make it fun. 

My co-founder and I are married now, and we both joke that instead of having a midlife crisis, we decided being entrepreneurs was better. Joking aside, we’ve both been very fortunate to have very successful careers and take all the lessons and learnings into building something of our own for the world to share.

Have you raised any money?

No, we’ve been bootstrapping so far.

What do you wish you knew when you started?

I wish I knew more about the tech ecosystem, how it works here in B.C. and what’s beyond that.

While I’ve always been startup adjacent in my career through working at Hootsuite and Finning Digital, being a founder is widely different. It’s been a big learning curve.

What’s one of the biggest challenges you are facing right now?

One of the biggest challenges I’m facing is wanting to build fast and accelerate the product while figuring out the intricacies of the education system. Then comes the need to create our community and tell people how beneficial Green Forest XR can be for all types of learners — all while bootstrapping.

What’s the most memorable milestone in your career so far?

Transitioning from a corporate executive to the journey of an entrepreneur. 

I had always thought that getting that next promotion or more exposure and an executive-level role was what I wanted — climbing that corporate ladder. 

However, as I ventured into entrepreneurship, I discovered so much fulfillment in building something I'm truly passionate about. 

The journey of creating and growing Green Forest XR has been incredibly hard but the most rewarding at the same time. 

Seeing the impact of our technology on students' learning experiences and knowing that we can contribute to the future of education has been both humbling and exhilarating. 

This shift has definitely made me rethink career aspirations but has also emphasized the importance of following one's passion and making a meaningful difference — which I’m hoping to pass on to my boys. 

What are you learning right now?

What am I not learning, really?

The world of funding — what matters to who and why. The process of bringing a product to market. Finding product market fit. Being in the space of innovation and creativity versus a structured education system, where change and newness seem to be adopted at a slower pace. Pitching and the skill behind a good one.

Do you have any mentors?

I’m so fortunate to have worked for, and with many talented individuals, I’d call mentors.

I’ve been lucky to experience growth and significant milestones in many well-known Vancouver-grown companies, including EA Sports, Aritzia, Hootsuite, and Pure Sunfarms.

I now have a talented collection of mentors whom I’ve leaned on for honest advice and feedback.

Coming from an HR background, connecting with vulnerability and making courageous decisions in hard times are great bonding moments.

What’s a recent habit you’ve picked up that’s made a difference in your life?

Discipline over motivation. 

The discipline to keep moving forward, sideways, and sometimes, backwards to move forward again. 

I can see why many say that entrepreneurship isn’t for everyone.

Where do you see yourself in 3, 6, and 9 years?

Hopefully, I'll be doing what I’m doing now, but on a much bigger and global scale. Dare I say, disrupting the way we learn.

How do you prevent burnout?

I prevent burnout by learning to be aware of it and proactively managing my schedule. 

Discipline to move and exercise even when I don’t feel like it. 

Walking with my Great Bernese and a good podcast is a great reset for me.

What advice do you have for other entrepreneurs?

I’m not sure if this counts as advice, but when things are hard, I tell myself that I chose this journey and had the privilege to.

This helps me stay in it and be in control so that I can take the next step in whatever I need to do to get myself out of it.

What’s your favourite coffee shop in Vancouver?

I’m actually in Coquitlam so the one that I spend the most time at is either the JJ Bean at Suter Brook or C Market in Port Coquitlam.

What’s your favourite restaurant in Vancouver?

Anh and Chi and Phnom Penh. I used to frequent Phnom Penh with my family for our weekly outing when we knew little about Vancouver. I have fond memories of that restaurant.

What’s your favourite vacation spot?

I love going anywhere in Asia. Japan and Hong Kong are two memorable places for me. The food and culture are such a contrast to what we experience here in Canada.

What website or app do you visit the most?

Instagram is still a go-to, and I’ve been an observer of TikTok.

What’s your favourite show to binge-watch?

Sadly, I don’t watch TV very often. I’m frequently working late and usually pass out with a good book.

Do you support any charities or nonprofits? If so, which ones and why?

I currently sit on the board for the Asian Arts and Culture Society. We put on the BC Dumpling Festival, which had over 40K people in attendance in one day last year.

I’m passionate about diversity in our community and celebrating that through storytelling, the arts, and food. It was a festival that was created from an Asian hate incident, and what better way to lean in with change than through celebrating our different cultures.

What does Vancouver’s tech ecosystem need the most?

More women-led founders and funds to back them. 

Learning that our ecosystem is weak in angel and seed funds makes it even more difficult for many startups to stay here. 

What do you think the Vancouver tech ecosystem will look like in a year? In 5 years?

There are so many changemakers right now; I love seeing and learning more about them. 

I hope that in five years, Vancouver’s tech ecosystem will be thriving and highlighting all the innovation coming out of the city.

How do you think Vancouver companies can succeed in the future with all the market changes

Government and large institutional support from a monetary standpoint. 

What kind of support can you offer the community?

Part of our mission is to make learning for neurodiverse learners more accessible and provide engaging options that would bridge their current learning. We would love to share more of what we do with the community.

How can people connect with you?

Directly through email, our website, or on Instagram.