PROEL SpA, a historic Italian group active for 35 years in the MI and PRO sectors through accessories, PA systems, Pro Audio, Lighting and musical instruments under the PROEL, AXIOM, SAGITTER, DEXIBELL and TAMBURO brands, announces the appointment of Alessio Foti as Co-CEO, alongside Giacomo Sorbi.
The appointment officially marks the beginning of a new era for the Group: a profound process of technological, digital and organizational transformation that redesigns the company’s entire product range and way of working, while remaining firmly rooted in its passion, dynamism and craftsmanship.
Foti will lead the Group’s Global Sales, both directly and alongside the sales team, with the goal of bringing PROEL’s offering to international markets with a level of reach never achieved before. “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.”
“Customers will not only find new products, but a fully digitalized global partner,” Foti added. “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.”
A New Phase for the Group
“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 in this phase of growth for the Group.
A New Generation of Products and Technologies
Over the past two years, PROEL has worked on a complete overhaul of its product range, involving both the Sound Systems and Stage Equipment division and the AXIOM brand, dedicated to Pro Audio, and Sagitter, focused on professional lighting.
This is not a simple restyling, but a true metamorphosis encompassing new architectures, new software, new electronics and new processes, with AI integrated into the systems and full digitalization of internal processes.
“Today, technology is no longer a commodity: it is the heart of the product and the DNA of the company,” explains Alessio Foti, Co-CEO of PROEL. “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,” adds Sorbi.
People at the Heart of Change
“Technology is essential, but it is people who truly make the difference,” Sorbi points out. In the coming months, PROEL will build a completely new way of working, based on greater collaboration, sharing, speed, quality, expertise and investment, with the goal of competing on a global scale.
“We remain proudly ourselves, with our head and heart projected toward the future,” Sorbi concludes. “This is the birth of a new ERA.”