PROEL SpA has appointed Alessio Foti as Co-CEO, joining Giacomo Sorbi in leading the Italian manufacturer into its next phase of growth as the company accelerates its global expansion and digital transformation.
The appointment marks a significant milestone for the 35 year old group, whose portfolio includes the PROEL, AXIOM, Sagitter, Dexibell and Tamburo brands. The company says it is undertaking a comprehensive transformation of its business, spanning new product development, digital processes and international sales while maintaining its focus on Italian manufacturing and craftsmanship.
As Co-CEO, Foti will oversee global sales, working with PROEL’s international teams to strengthen the company’s presence in overseas markets and expand the reach of its professional audio, lighting and musical instrument solutions.
“Joining PROEL at this historic moment is an extraordinary challenge. There is a completely new energy,” said Alessio Foti, Co-CEO of PROEL. “As Co-CEO, my goal is to lead Global Sales, both directly and together with our team, to bring the company into the MI and PRO world. The global market demands fast, intelligent responses; we are ready to provide them.”
He added that customers can expect more than new products, describing PROEL’s ambition to become “a fully digitalised global partner” while preserving the company’s Made in Italy heritage.
Alongside the leadership change, PROEL revealed that it has spent the past two years redeveloping its product portfolio across its Sound Systems, Stage Equipment, AXIOM professional audio and Sagitter lighting divisions.
According to the company, the programme goes well beyond a product refresh, introducing new hardware architectures, software platforms, electronics and manufacturing processes, together with AI enabled technologies and the digitalisation of internal operations.
“Technology is no longer a commodity. It is the heart of the product and the DNA of the company,” Foti said. “We place great importance on artificial intelligence, but we remain firmly connected to people. We build our strategies for people and with people, rather than relying on algorithms: we use them only to bring the greatest benefit to our customers. Our core values remain relationships and respect for our market.”
Sorbi said the company’s transformation is focused on building on PROEL’s history rather than replacing it.
“Our history is an enormous asset,” he said. “The challenge is not to change who we are, but to ensure that our history continues to be relevant in the years ahead. To achieve that, we need the right people, and Alessio’s appointment is an important step in our growth.”
Looking ahead, PROEL plans to introduce new ways of working across the organisation, with a greater emphasis on collaboration, expertise, quality and speed as it strengthens its position in the global professional AV and MI markets.
“We remain proudly ourselves, with our head and heart focused on the future,” Sorbi concluded. “This is the beginning of a new era.”
