CARLSBAD, Calif., Aug. 30, 2024 – Nice, a global leader in Home and Building Management solutions, today announced the launch of its new ProAV Solutions division, marking a pivotal moment in the company’s North American growth strategy. The new endeavor represents a critical evolution designed to capitalize on Furman and Gefen brand legacies with renewed investment, forward-looking innovation, and a relentless focus on execution. Nice appointed current North America Chief Marketing Officer, Mark Owen Burson, as Managing Director to lead the new ProAV Solutions division.
Since the acquisition of Nortek Security and Control, Nice has focused on solidifying its core business strategy in North America centered around home and building management solutions. The convergence of brands like ELAN, SpeakerCraft, and Panamax has been received well in the market. While these accomplishments have strengthened the foundation of the company’s presence in North America, Nice is now poised 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. By capitalizing on the synergy between power management expertise of Furman and leadership in signal distribution of Gefen, the division is positioned to deliver unmatched value to its partners and customers.
“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.”
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 ProAV Solutions will focus on strategic innovation, market expansion, and rapid execution that blends legacy strengths with a forward-thinking approach.
About Nice North America
Nice North America, a subsidiary of Nice, is one of the largest manufacturers of smart residential, commercial, and industrial solutions in the world, with seamless and easy-to-install technology for smart home control, security and automation, perimeter access, protection and control, sunshade solutions, power management, and whole home entertainment. The company is headquartered in Carlsbad, CA, with several R&D and manufacturing centers across the region. Professional integrators, dealers, and distribution partners grow their business with CEU training and education, technical and field support, and award-winning sales and marketing programs. The company is a proud national sponsor of the Gary Sinise Foundation R.I.S.E. program, supporting wounded veterans and their families with specially adapted smart homes. For further information, visit www.niceforyou.com.
