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Ashly Audio Enters New Era of Development with Passing of GM-Baton from Industry Icon, Jim Mack, to Industry Stalwart, Noel Larson

Following years of consistent organizational development and sales growth, AV/MI industry icon Jim Mack has elected to retire, and leadership will shift to accomplished AV/MI veteran Noel Larson. Larson, who will assume the role of General Manager on April 3, is currently EVP of Sales & Marketing and previously held senior positions at Harman Professional and Guitar Center/ Musician’s Friend. Jim Mack’s tenure as CEO/GM of Ashly Audio where he led the business and brand on a six-year trajectory of dramatic growth, concludes an illustrious career studded with leadership roles at JAM, Alesis, Tascam, Sanewave, and PreSonus.


“Jim Mack’s contribution to the industry and to Ashly Audio is immeasurable,” Larson said today. “He is one of the industry’s key mentors for a generation of leaders, an amazingly capable executive, and most importantly to me, a true friend. While he will be absolutely missed, I hope that he enjoys his retirement and I am confident that his legacy of strong growth, technological innovation, and comprehensive channel care will continue to be emphasized here at Ashly Audio.”


Commenting on the development, Mack reciprocated. “Noel Larson is among the most complete executives I know. His strategic depth, industry knowledge and innate leadership skills make him the optimal executive to take Ashly Audio through the next phase of its development. I wish the entire executive team great success going forward.”


Coinciding with Larson’s elevation to General Manager, Ashly Audio continues to invest in the brand and named Pat Poole to the newly formed position of Vice President of Operations. Poole is a highly experienced supply chain leader and will help sustain and drive Ashly’s highly appreciated navigation of the industry supply chain issue.


“Ashly did well to insulate our new and existing channel partners and customers from the greater impact of the supply chain crisis and we have doubled sales over the last two years,” Larson added. “Pat Poole’s addition to the team will only strengthen our team’s exceptional performance when it comes to availability, reliability, and matching a fast-growing brand with robust supply!”


Larson announced that American Music & Sound (AM&S) will be a distribution partner for Ashly Audio products in the United States. This move is aimed at strengthening the operational infrastructure and boosting sales and marketing efforts. With AM&S onboard, Ashly Audio is expected to expand its reach and enhance its market presence.


“Partnering with AM&S is a natural extension of both our strategy and our organization,” Larson noted. “The addition of this excellent team to our existing infrastructure makes Ashly Audio a better business, a better partner, and a better supporter of audio professionals, integrators, dealers, and system designers everywhere in North America.”



About Ashly Audio

Ashly Audio, a Division of Exertis | JAM, is a world leader in the design and manufacture

of high-quality & high-performance signal processing equipment and power

amplification for use in the commercial sound contracting and professional audio

markets. The company is headquartered in Webster, New York U.S.A. For more



About American Music & Sound

American Music & Sound, a Division of Exertis | JAM, is a leading independent

distributor of Pro Audio, Music Creation, and Musical Instrument products from the

world’s finest manufacturers. The AM&S mission is to maximize sales, while building


market share and brand awareness. AM&S accomplishes these goals for their client

companies through superior supply chain management, excellent customer service for

dealers and end users, superb sales management, cogent marketing and aggressive


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