Frequency Sales
Frequency Sales, LLC is an Illinois-based independent manufacturers' representative firm serving the Illinois and Wisconsin commercial audio markets, representing 12+ audio equipment brands including Renkus-Heinz, Genelec, and PreSonus through a commission-based dealer-channel sales model.
- Company typePrivate
- Founded2010
- HeadquartersDes Plaines, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Frequency Sales does
Frequency Sales, LLC is an independent manufacturers' representative firm founded in 2010 by Gene Williams, headquartered in Illinois and serving the Illinois and Wisconsin commercial audio markets. The firm represents 12+ audio equipment manufacturers — including Renkus-Heinz, Genelec, Softube, PreSonus, Arturia, Ashly, Aviom, and Prosocoustic — spanning loudspeakers, studio monitors, software plug-ins, acoustic treatment, and (as of 2019) video projection via Sonnoc.
The firm's core function is B2B channel intermediation: it acts as the outsourced field sales force for its represented principals, providing technical pre-sales support, dealer training, and relationship management across dealers, integrators, and end-user accounts in its territory. Revenue is generated through commission-based representation agreements, in which Frequency Sales earns a percentage of sales booked through the dealer channel for each principal.
Frequency Sales operates with a small team of audio and sales professionals, maintains membership in NAMM and AVIXA, and has received multiple Rep of the Year awards from represented manufacturers (notably Renkus-Heinz for 2018). The business is a private LLC with no disclosed financials, headcount, or external funding. Strategic activity over the past decade has focused on incrementally broadening the manufacturer portfolio rather than geographic expansion, with the firm remaining anchored to its original IL/WI territory.
Frequency Sales firmographics
Firmographics- Name
- Frequency Sales
- Legal name
- Frequency Sales, LLC
- Website
- https://frequencysales.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Frequency Sales, LLC is an Illinois-based independent manufacturers' representative firm serving the Illinois and Wisconsin commercial audio markets, representing 12+ audio equipment brands including Renkus-Heinz, Genelec, and PreSonus through a commission-based dealer-channel sales model.
- Ownership category
- akta.pro rank
Frequency Sales industry classification
Industry- Product category
- Professional Audio Equipment Representation
- NAICS
- Audio and Video Equipment Manufacturing (3343)
- SIC
- Wholesale-Electrical Appliances, Tv & Radio Sets (5064)
- akta.pro primary industry
- Pro Audio & Recording Equipment Retail (MI-adjacent) (CRALAEAC)
- akta.pro secondary industry
- Musical Instruments (Acoustic & Electric) (MPAIAJAA)
Keywords
Where Frequency Sales is headquartered
LocationHeadquarters
- HQ city
- Des Plaines
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Frequency Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Manufacturer Representation Services: As a manufacturers' representative firm, Frequency Sales earns commissions by representing audio equipment manufacturers and facilitating sales through their network of dealers and direct customers in Illinois and Wisconsin. The company acts as the local sales arm for multiple audio technology brands.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Frequency Sales product offering
Product offeringCore offering
Frequency Sales, LLC is a manufacturers' representation firm serving the Illinois and Wisconsin markets. The company acts as the regional outsourced sales arm for 12+ professional audio and AV equipment manufacturers, including loudspeaker, acoustic treatment, recording software, amplifier, projector, and video wall brands. Sales are generated through direct relationships with end customers, free product demonstrations, and an authorized dealer/reseller network. Revenue is earned via commissions on facilitated sales.
Product overview
Frequency Sales, LLC is a Manufacturers Representation firm serving Illinois and Wisconsin markets. Rather than offering a unified software product, the company provides representation services for a portfolio of 12 audio equipment manufacturers. The represented brands span multiple audio categories including professional loudspeakers (Renkus Heinz, Genelec), acoustic treatment (Prosocoustic), audio recording software and plugins (Softube, Aviom), digital audio workstations (JoeCo), amplifiers and signal processing (Linea Research, APB Dynasonics), professional audio products for venues (Avlex, Active Audio), projectors and video equipment (Sonnoc), and specialized audio technology (Frenetik). Frequency Sales acts as an intermediary between these manufacturers and dealers/resellers in the Illinois and Wisconsin territories.
Differentiator
Problem solved
Functional benefit
Products and services
- Renkus Heinz loudspeaker line
- Genelec active loudspeaker line
- Softube recording software and plug-ins line
- PreSonus audio electronics line
- Arturia software synths and hardware line
- Aviom digital audio solutions line
- APB Dynasonics professional audio line
Companies that use Frequency Sales
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Frequency Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Frequency Sales partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Renkus HeinzcoreFrequency Sales represents Renkus Heinz, the professional loudspeaker company providing innovative technology to focus and define sound, in Illinois and Wisconsin. Renkus Heinz has awarded Frequency Sales US Representative of the Year multiple times (2012, 2018).
- GeneleccoreFrequency Sales represents Genelec Oy, a manufacturer of active loudspeaker systems based in Iisalmi, Finland, specializing in professional studio recording, mixing, mastering, broadcast, and movie production applications.
- SoftubecoreFrequency Sales represents Softube, a world-leading developer of audio recording software and plug-ins for use with professional DAWs.
- PreSonuscoreFrequency Sales represents PreSonus Audio Electronics. Founder Gene Williams previously served as National Sales Manager for PreSonus. Frequency Sales has received multiple awards including US Representative of the Year 2016 and Demo Excellence Award.
- ArturiacoreFrequency Sales represents Arturia, a digital audio software company known for innovative software and hardware synths. Awarded Frequency Sales US Representative of the Year 2017.
- Active AudiocoreFrequency Sales represents Active Audio, a people-driven venture that designs and manufactures pro-audio systems dedicated to speech intelligibility in public places.
- APB DynasonicscoreFrequency Sales represents APB Dynasonics, which designs and manufactures professional audio products with a philosophy rooted in solid construction and high-grade professional components.
- AviomcoreFrequency Sales represents Aviom, a digital audio software company offering innovative software and hardware solutions for over 10 years.
- AvlexcoreFrequency Sales represents Avlex, a supplier of high quality, well featured and competitively priced professional audio products for churches, schools, business and entertainment venues.
- FrenetikcoreFrequency Sales represents Frenetik, an audio technology brand distributed through Allied Pro Tech.
- JoeCocoreFrequency Sales represents JoeCo, creator of the award-winning BLACKBOX range of multi-track recorders and players, as well as the BLUEBOX series of Workstation Interface Recorders.
- Linea ResearchcoreFrequency Sales represents Linea Research Ltd, providing cutting edge professional audio technology including PWM Amplifiers, Digital Sound Processing, Networking and Switchmode PSU design.
- ProsocousticcoreFrequency Sales represents Prosocoustic, offering innovative acoustic panels with exoskeleton design allowing attachment of brackets, hooks, and endless configurations.
- SonnoccoreFrequency Sales represents Sonnoc, a manufacturer of Laser Projectors, Video Walls, video processors, commercial monitors, and proprietary software with US office in Arcadia, Los Angeles.
- Jonny B Enterprises IncminorJonny B Enterprises Inc worked with Frequency Sales on a St. Bridget installation project, providing positive testimonial for the Renkus Heinz and Frequency Sales partnership.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Frequency Sales competitors and assessment
Company assessmentOthers
- Genelec: Premium Finnish manufacturer of active loudspeaker systems for studio, broadcast, and AV — represented by Frequency Sales. Supplier/principal relationship, not a competitor.
- AVIXA: Audiovisual industry trade association and producer of InfoComm trade shows; Frequency Sales is a member since 2012. Industry ecosystem participant rather than a competitor.
- Renkus-Heinz: Professional loudspeaker manufacturer and one of Frequency Sales' core represented principals. They are a principal/supplier rather than a competitor, but their brand equity directly drives Frequency Sales' commission revenue.
Broad incumbents
- AVI-SPL: Largest US AV integrator offering system design, installation, and integration services across commercial verticals. While not a rep firm, they represent a broader incumbent competing for the same installation/dealer relationships that Frequency Sales cultivates.
- Diversified: Major US AV integration and collaboration firm serving enterprise and broadcast customers with full design-build services. Larger incumbent that competes for premium audio installation projects and dealer relationships.
Direct peers
- Audio Biz Inc: Pro-audio manufacturers' rep firm operating in the US, representing audio brands to dealers and commercial customers. Same business model (commission-based rep of audio brands) in a different regional territory.
- The Autonomy Group: Pro-audio and lighting manufacturers' representative firm serving AV integrators and dealers in select US regions. Comparable commission-based rep model for premium audio and AV brands.
- Warman Marketing: Pro-audio manufacturers' representative firm operating in the US with a similar commission-based model representing premium audio brands to dealers and integrators. Directly comparable as another regional rep firm.
- Cardone, Solomon & Associates: Long-standing pro-audio and AV manufacturers' rep firm covering the Mid-Atlantic and Southeast US. Same commission-based rep model representing premium audio brands to dealers, integrators, and end customers.
- Independent Audio: Northeast US pro-audio manufacturers' representative firm representing premium audio brands across studio, broadcast, and live-sound verticals. Directly comparable business model (commission-based rep of premium brands) in a different regional territory.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Frequency Sales social profiles
Digital presenceFrequency Sales compliance and trust
Trust signalCompliance2 records
Frequency Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frequency Sales leadership team
Management profileNumber of profiles
Profiles1 record
Frequency Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frequency Sales M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frequency Sales
What does Frequency Sales do?
Frequency Sales, LLC is a manufacturers' representation firm serving the Illinois and Wisconsin markets. The company acts as the regional outsourced sales arm for 12+ professional audio and AV equipment manufacturers, including loudspeaker, acoustic treatment, recording software, amplifier, projector, and video wall brands. Sales are generated through direct relationships with end customers, free product demonstrations, and an authorized dealer/reseller network. Revenue is earned via commissions on facilitated sales.
Is Frequency Sales a public or private company?
Frequency Sales is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Frequency Sales founded?
Frequency Sales was founded in 2010. It employs 1 to 10 people.
Where is Frequency Sales based?
Frequency Sales is headquartered in Des Plaines, United States, in the North America region.
How does Frequency Sales make money?
One revenue line is on record: manufacturer Representation Services.
Who are Frequency Sales's main competitors?
Others on record are Genelec, AVIXA and Renkus-Heinz. Broad incumbents are AVI-SPL and Diversified. Direct peers are Audio Biz Inc, The Autonomy Group, Warman Marketing, Cardone, Solomon & Associates and Independent Audio.
Does Frequency Sales have an API?
No public API is recorded for Frequency Sales.
What industry is Frequency Sales in?
Frequency Sales's product category is Professional Audio Equipment Representation. Its primary akta.pro industry code is CRALAEAC, Pro Audio & Recording Equipment Retail (MI-adjacent), with a secondary code of MPAIAJAA, Musical Instruments (Acoustic & Electric). Its NAICS code is 3343 and its SIC code is 5064.