ProSource

What ProSource does

ProSource is a private U.S. merchandising and buying group that aggregates purchasing power and vendor access for approximately 550-575 independent specialty retailers and custom integrators in the consumer electronics, smart home, and custom AV integration industry. Operating from Golden, Colorado under parent organization AVB Marketing, ProSource serves members across three tiered programs — PRO ($10M+ annual revenue), Power ($4M-$10M), and CI ($1M+) — delivering negotiated vendor pricing, rebate programs, training, and peer-networking services.

ProSource does not develop proprietary technology products. Its "product surface" consists of operational platforms and programs: a Member Portal for benefits and vendor program access, the 1010 Experience Center (a physical showcase/training facility opened October 2024), ProSource Academy and ProSource ELITE training platforms (with CEDIA course access), LDX (Lighting Design Experience), V11 peer working groups, SmartShowroom360 virtual showroom tools, and the Expert Warehouse fulfillment program. The vendor ecosystem spans audio (Bose, Rotel, Devialet, Focal-Naim, Sony), video/display (Samsung, LG, Sony, Epson, Absen LED, Just Video Walls), networking and security (Alta Labs, SpecOp Secure, Josh.ai), lighting and shading (Draper, Hunter Douglas, WAC, Lucetta), commercial (Skykit digital signage, NEC), and lifestyle categories (Foresight Sports golf simulation).

ProSource's revenue model combines recurring membership fees (subscription) with vendor rebates and cooperative marketing kickbacks tied to member purchasing volume (transaction-based). Go-to-market relies on community-led peer referrals, industry events and summits, and field/inside sales teams engaging PRO-tier ($10M+) and mid-tier members. The organization is described as member-owned with a Board of Directors including member company leaders, and operates with a lean staff of 11-50 employees serving a member base that generates over $6 billion in combined annual retail sales.

Name

ProSource

Legal name

ProSource

Website

https://prosourceinfo.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

ProSource is a private U.S. buying group that aggregates purchasing power and vendor access for 550-575 independent consumer electronics retailers and custom integrators, generating revenue through membership fees and vendor rebates tied to its $6 billion member retail volume.

Ownership category

akta.pro rank

Product category

Consumer Electronics Buying Group

NAICS

Business Associations (813910), Business Associations (81391), Convention and Trade Show Organizers (56192)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Commercial/Pro AV & Home Theater (Prosumer) Retail (CRACAEAL)

akta.pro secondary industry

Sponsorship, Exhibitor & Partnership Management Services (THAHACAK)

Keywords

• Consumer electronics buying group
• Custom integration services
• Specialty retail merchandising
• Audio video distribution
• Smart home integration

Headquarters

HQ city

Southlake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: ProSource generates revenue through membership fees paid by member companies (PRO, Power, and CI tiers). Fees fund group operations, vendor program management, training, and networking services.
2. Vendor Rebates and Cooperative Programs: ProSource negotiates volume-based purchasing terms, rebates, and cooperative marketing programs with vendor partners on behalf of its member base, generating income through kickbacks and vendor-funded initiatives tied to member purchasing volume.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

ProSource is a not-for-profit member-owned buying group that aggregates the purchasing volume of approximately 550-575 independent consumer electronics retailers and custom integrators to negotiate pricing, exclusive programs, and rebate allotments with manufacturer partners such as Sony, Samsung, LG, Sonos, Lutron, and Epson. Members receive tiered access (PRO, Power, CI) to training through ProSource Academy and ELITE, peer collaboration through V11 working groups, lead-generation tools, and an immersive vendor showcase at the 1010 Experience Center. The organization is a subsidiary/affiliate of AVB Marketing and combines a cooperative buying model with an integrated member-services stack.

Product overview

ProSource is the leading specialty and consumer electronics merchandising group in the U.S., operating as a collective buying organization rather than a traditional product company. The core offering is a unified buying group that provides independent retailers and custom integrators with purchasing power, vendor relationships, and business resources. The product portfolio centers on the Member Portal platform for accessing benefits and vendor programs, supplemented by the 1010 Experience Center facility for hands-on training and product demonstrations. Education offerings include ProSource Academy (in-person workshops), ProSource ELITE (online training platform with CEDIA courses), and LDX (lighting design certification). V11 Working Groups provide peer networking, while the Expert Warehouse offers freight and fulfillment services. The tiered membership structure (PRO, POWER, CI) delivers differentiated benefits aligned with member scale, supported by a vendor network spanning audio, video, control, lighting, security, and commercial categories.

Differentiator

Problem solved

Functional benefit

Brands

• ProSource Academy: In-person training conducted at the ProSource 1010 Experience Center in Golden, Colorado, offering hands-on workshops for integration fundamentals, project management, and sales.
• ProSource ELITE
• LDX (Lighting Design Experience)
• V11 Working Groups

Products and services

• ProSource Membership (PRO / Power / CI tiers)

Quantifiable outcome

• Over $6 billion in combined annual retail sales generated by the member base

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core, supporting and premium.

• One FireflycoreGTM or Marketing PartnerOne Firefly serves as a business service partner to ProSource, providing marketing services and solutions to member companies. The partnership supports members in enhancing their digital presence and marketing capabilities.
• Amplify PeoplesupportingGTM or Marketing PartnerAmplify People is a business service partner specializing in hiring and talent acquisition solutions for ProSource member companies. The partnership helps members address workforce recruitment challenges in the custom integration industry.
• TheCoTeamsupportingGTM or Marketing PartnerTheCoTeam provides recruiting services as a business service partner to ProSource, helping member companies source and hire qualified professionals in the custom integration and consumer electronics space.
• SmartShowroom360supportingGTM or Marketing PartnerSmartShowroom360 is a business service partner offering showroom visualization and digital experience solutions to ProSource members, enabling them to showcase product configurations and integration scenarios to end customers.
• Lincoln TechsupportingStrategic or Co-development PartnerLincoln Tech is a workforce development and technical education partner to ProSource, helping to address pipeline and training needs for the consumer electronics and custom integration industry through technical education programs.
• SureBrightsupportingTechnology or IntegrationSureBright provides extended warranty and protection plan solutions available to ProSource members for resale to their end customers, enhancing the value proposition of member installations.
• Alta LabscoreTechnology or IntegrationAlta Labs provides networking technology solutions to ProSource members, supporting reliable, high-performance network infrastructure required for modern smart home and custom integration projects.
• SpecOp SecurecoreTechnology or IntegrationSpecOp Secure provides cybersecurity solutions and services to ProSource members, addressing the growing need for secure installation and operation of connected smart home and commercial integration systems.
• AbsencoreTechnology or IntegrationAbsen is a global LED display solution provider partnered with ProSource to offer members access to commercial-grade LED display products for both residential luxury and commercial integration applications.
• LoewepremiumTechnology or IntegrationLoewe is a luxury audio/video manufacturer partnered with ProSource, offering members access to high-end, premium-grade AV products that serve the ultra-luxury residential integration market.
• Lucetta CIsupportingTechnology or IntegrationLucetta CI provides linear lighting solutions to ProSource members, supporting the growing lighting control and architectural lighting segment within custom integration projects.
• DrapercoreTechnology or IntegrationDraper provides shading and window treatment solutions to ProSource members, supporting the shade control and automated window treatment category that is a core offering of custom integrators.
• Just Video Walls / Lunar WallscoreTechnology or IntegrationJust Video Walls (Lunar Walls) provides MicroLED display wall solutions to ProSource members, enabling members to offer cutting-edge MicroLED video wall installations for luxury residential and commercial applications.
• SkykitsupportingTechnology or IntegrationSkykit provides digital signage software and solutions to ProSource members, supporting the commercial integration segment with content management and digital display offerings.
• Foresight SportscoreTechnology or IntegrationForesight Sports provides golf simulation technology to ProSource members, supporting the growing golf simulator and sports entertainment category within the custom integration market.
• Playback DistributioncoreTechnology or IntegrationPlayback Distribution provides audio distribution and solutions to ProSource members, supporting the core audio category that is fundamental to custom integration and home theater projects.
• RotelcoreTechnology or IntegrationRotel provides high-fidelity audio electronics to ProSource members, supporting the premium and audiophile-grade audio segment of custom integration projects.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nationwide Marketing Group: Nationwide is one of the largest U.S. buying groups for independent specialty retailers and integrators in appliances, electronics, and furniture. Comparable buying-group economics with broader appliance/CE exposure than ProSource's CE/custom integration focus.
• ADI Global Distribution: ADI is a large wholesale distributor of low-voltage products including security, AV, and networking. It serves many ProSource members as a vendor and competes for the integrator procurement wallet that ProSource aggregates.

Others

• AVIXA: AVIXA is the trade association for the pro AV industry and is co-launching the RESIDE residential event with HTSA and ProSource. It is an industry-ecosystem peer rather than a direct competitor, but is closely tied to ProSource's market.
• AVB Marketing: AVB Marketing is the disclosed parent organization of ProSource and operates BrandSource alongside it. It is the corporate vehicle that owns and supports ProSource's buying-group operations.
• CEDIA (Custom Electronic Design & Installation Association): CEDIA is the global trade association for the residential custom integration industry, providing standards, certification, and education. It is not a buying group but is the closest industry-body peer and the source of course content integrated into ProSource ELITE.

Regional players

• Snap One: Snap One is a major distributor and solutions provider for smart home, A/V, and integration professionals in the U.S. While not a buying group, it serves many of the same integrators and is referenced as a vendor partner to ProSource members.

Direct peers

• BrandSource: BrandSource is the consumer electronics buying group operated under the same AVB Marketing parent ecosystem as ProSource. It targets a similar member base of independent CE retailers, sharing fulfillment programs like the Expert Warehouse.
• PowerHouse Alliance: PowerHouse Alliance is a nationwide consortium of independent consumer electronics distributors and integrators with vendor programs and training. It operates as a buying group with similar member economics to ProSource, though with a more distribution-led structure.
• HTSA (Home Technology Specialists of America): HTSA is a U.S. buying group and managed services organization serving residential custom integrators. It is the most direct comparable to ProSource in mission, member model, and vendor partnerships, and is co-launching the RESIDE event with ProSource in 2027.
• Azione Unlimited: Azione Unlimited is a buying group focused on the custom installation and smart home channel, offering vendor programs, education, and peer networking to independent integrators - directly comparable to ProSource's PRO/Power/CI tiers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ProSourceInfo
• LinkedInlinkedin.com/company/prosource-info
• Instagraminstagram.com/prosourceinfo
• Xx.com/ProSourceInfo

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ProSource