Proel SpA announced the appointment of Alessio Foti as Co-CEO alongside Giacomo Sorbi. The appointment officially marks the beginning of a new era for the Group, defined by a profound process of technological, digital and organizational transformation. 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.
Proel is a historic Italian group active for 35 years in the MI and PRO sectors. The company operates through accessories, PA systems, Pro Audio, Lighting and musical instruments under the PROEL, AXIOM, SAGITTER, DEXIBELL and TAMBURO brands.
Joining PROEL at this historic moment is an extraordinary challenge, Foti said. There is a completely new energy. 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.
Sorbi said the company’s history represents an enormous asset. 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.
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, 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.
Our goal is to interpret market trends, while bringing concrete innovation to our customers, adds Sorbi. Technology is essential, but it is people who truly make the difference. In the coming months, PROEL will build a completely new way of working, based on greater collaboration, sharing, speed, quality, expertise and investment.
We remain proudly ourselves, with our head and heart projected toward the future, Sorbi said. This is the birth of a new ERA.
For more information, visit proel.com.
