GLOBAL: PROEL SpA has announced the appointment of Alessio Foti as Co-CEO alongside Giacomo Sorbi, marking the beginning of a new strategic chapter for the Italian manufacturer as it embarks on an extensive programme of technological, digital and organisational transformation.

Active in the MI and professional entertainment sectors for more than 35 years, the Group’s portfolio includes the PROEL, AXIOM, SAGITTER, DEXIBELL and TAMBURO brands, spanning accessories, PA systems, professional audio, lighting and musical instruments. According to the company, the leadership appointment supports a long-term vision centred on product innovation, digitalisation and international growth while preserving the company’s heritage of Italian design and manufacturing.

In his new role, Foti will lead PROEL’s global sales operations, working closely with the company’s sales teams to expand the Group’s international presence and strengthen its position across the MI and professional audio markets.

“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.”

Foti added, “Customers will not only find new products, but a fully digitalized global partner. The integration of our model, between our past and our outlook toward the future, allows us to fully understand the market’s needs. Made in Italy is a fundamental part of our identity: engaging with the world while proudly showcasing what our manufacturing excellence can achieve is a source of pride for the history of our brand, for our country and for our industry.”

Sorbi described the appointment as a key milestone in the company’s evolution, emphasising the importance of balancing innovation with PROEL’s long-standing heritage.

“Our history represents an enormous asset: 35 years, thousands of customers, distributors and collaborators have built this company over the years,” said Giacomo Sorbi, CEO of PROEL. “Our task is not to change who we are, but to ensure that this history continues to be relevant in the years to come. You cannot build the future if you don’t know where you come from. But today, that same passion compels us to evolve.”

“To drive such a powerful machine, you need the right people,” Sorbi added, highlighting the value of Foti’s arrival during the Group’s current growth phase.

The announcement follows two years of development work across PROEL’s product portfolio, including the Sound Systems and Stage Equipment division, the AXIOM professional audio brand and SAGITTER’s professional lighting range. The company said the initiative extends beyond a product refresh, encompassing new hardware and software architectures, redesigned electronics, artificial intelligence integration and the digitalisation of internal processes.

“Today, technology is no longer a commodity: it is the heart of the product and the DNA of the company,” explained Foti. “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.”

“Our goal is to interpret market trends, while bringing concrete innovation to our customers,” added Sorbi.

Looking ahead, PROEL plans to further develop its organisational structure with an increased focus on collaboration, expertise, quality, investment and operational agility as it seeks to strengthen its global competitiveness. “We remain proudly ourselves, with our head and heart projected toward the future,” Sorbi concluded. “This is the birth of a new ERA.”