Nice has announced the launch of a new ProAV Solutions division, marking a pivotal moment in the company’s North American growth strategy. According to Nice, the new endeavor is meant to capitalize on Furman and Gefen brand legacies with renewed investment.
Nice has appointed current North America Chief Marketing Officer, Mark Owen Burson, as Managing Director to lead the new ProAV Solutions division.
Mark Owen Burson brings five years of transformational leadership at Nice along with 20 years’ experience in marketing and business management.
His strategic vision and execution were instrumental in expanding the company’s presence across North America and driving brand integration and growth strategies that positioned Nice as a powerhouse in the region. Mark will also serve as Interim CMO for Nice North America during the transition.
With a clear vision, strong leadership, and an unwavering commitment to excellence and customer needs, Nice states its ProAV Solutions will focus on strategic innovation, market expansion, and rapid execution that blends legacy strengths with a forward-thinking approach.
Lightapalooza took place in late February, and the growth of the event has mirrored the rapid ascension lighting fixtures and controls.
Noting how well the convergence of brands like ELAN, SpeakerCraft, and Panamax has been received well in the market, Nice has stated it is now looking to reignite its ProAV business and regain leadership positions for Furman and Gefen.
“The creation of this division is more than just an investment—it’s a signal of our intent to reclaim market leadership in the ProAV space,” said Emanuel Bertolini, CEO of Nice North America.
“We strategically concentrated on our core business, and with that now well on track, we are aggressively re-entering the ProAV market with renewed energy and a clear focus on driving innovation. This is the next step in our evolution, and we’re doing it by providing a firm commitment and necessary resources. We are confident in this move as well as Mark’s vision and ability to lead and win.”
The ProAV Solutions division will focus on harnessing the strengths of both brands while infusing them with fresh energy through strategic innovation, enhanced product lines, and a commitment to delivering world-class solutions, as per the company.
“We are not here to simply revive the past—we’re here to define the future,” said Mark Owen Burson, Managing Director of Nice ProAV Solutions.
“This division is about delivering solutions that not only reflect the excellence that Furman and Gefen have always represented, but also push the boundaries of what’s possible. We’re ready to move fast, move smart, and claim the title these brands deserve.”
The news follows a series of big moves within Nice as the company seeks to better align its market offerings for professional integrators. Nearing the end of August the company appointed security veteran Joe Mac McConnel to head up security sales division while also divesting itself of its Numera health and wellness brand in an effort to better refine its brand portfolio.
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