Based in the Netherlands, the Tronios Group covers multiple disciplines from consumer electronics to sound and light for a range of sectors, including the live events industry. The family-run company was founded in 1985 by Mario Velders, whose aim was to bring audio and visual products to a wider audience. Today, Tronios encompasses eight professional brands – beamZ, beamZ Pro, Audizio, Fenton, Fuzzix, Max-Music, Power Dynamics and Vonyx.
Following a tour of the brand’s impressive Almelo headquarters, Mario’s son, Sales Director, Rudy Velders, caught up with TPi to reflect on four decades of business and the changing structure of the company in recent years: “The idea was always my brother and I to take over the company,” he said. “My responsibility lies more with commercial, marketing and the product side of the business, whereas my brother looks after the more logistical and operational side.”
Each brand requires a different approach. Rudy elaborated: “We provide solutions for both tiers of the market. It’s all about being dynamic and understanding what is striking the interest and meeting the needs of end users.”
Having worked in the warehouse, technical department, and purchasing department of the firm before becoming a member of the growing sales division, Rudy believes that “versatility” and having first-hand experience and a broader understanding of the business is tantamount to growth. “Instead of going straight into sales, it was important to get to know the people in each department, and earn their respect as a peer,” Rudy acknowledged. “There is no ivory tower where my family sit in the company; we’re just as invested in our people, as we are in the our business.”
Establishing beamZ Pro as a professional lighting solution for the live entertainment market is something Rudy is particularly proud of: “We have gone from lighting wardrobe spaces and backstage toilet areas to seeing our fixtures being used on the main stages of festivals, and on lighting rigs for world tours,” he proudly stated.
“Seeing the evolution of our products and our growing reputation in the sector is a good feeling,” Rudy added, citing the company’s recent involvement in annual hard style dance music festival, Defqon.1, held in Biddinghuizen, Netherlands. He also didn’t forget to mention the involvement in the recent upgrade of The Box in Ministry of Sound in South London.
Key to the success of beamZ Pro, Rudy says, is listening to and collaborating with production and lighting designers to meet their needs. “We want to find out what designers are interested in creating and what problems need solving, collaborating to devise solutions,” Rudy said, enthusiastically. “I have fallen in love with this side of the business, seeing how our products can help elevate productions and fulfil the needs of designers and operators in the field. It is one of my points of pride to see it flourish.”
In addition to its headquarters in the Netherlands, the Tronios Group operates in over 50 countries, servicing the EU, the UK, Australia and New Zealand markets. Despite this growth, a kinship mindset remains a guiding principle for the company. “Familiarising every single person in the company, regardless of whether we work in the same office, promotes organic growth and keeps us rooted in the family-run ethos my father instilled when he started this company,” Rudy stated. “We encourage an active dialogue with our staff to make sure they are happy, see where we can help if not, and this positive culture has seen a lot of people move through the ranks.”
Testament to this ethos, Rudy says, is the fact that some salaried members of staff have been around since day one. “Some of our staff have known my father longer than I have,” Rudy said, laughing. “If you’re good for people, people are good for you.”
Looking to the future, Rudy reveals the possibility of the company breaking ground in the US, exploring new markets while building on business in Southeast Asia, which began in 2024. However, the team’s eyes aren’t just focussed on global trade, closer to home, Tronios’ Almelo base will undergo a warehouse expansion in the coming months, something TPi is excited to keep an eye on. You can also catch the team at PLASA London, LEaTcon, JTSE and ISE.
Words: Alicia Pollitt
Photo: Tronios
