With cutting-edge technology in the case and a philosophy rooted in genuine connection, GLP traveled across the United States to spark ideas, strengthen community, and demonstrate —face to face— why light is also meant to move.
In a moment when the industry seeks to reconnect in real territory, GLP doubles down on direct engagement. The renowned German lighting brand launched a road show through various cities in the United States, aiming to bring its technologies closer to designers, operators, and technicians across the country.
The initiative stands out not only for the technical deployment but also for its human focus: sharing, demonstrating, inspiring.
Under the leadership of Mark Ravenhill, the tour reflects a clear brand philosophy combining innovation, local presence, and active listening to the market.
An illuminated path
Mark discovered his vocation in adolescence when he was invited to participate in an amateur drama group. The experience left a lasting impression: “I remember the first time they called me on stage at the end of a performance, along with the technical crew. I felt the camaraderie, I saw the audience happy, and I knew it was something I wanted to keep being a part of.”
That initial impulse led him to build a solid career in the lighting industry, ultimately landing at GLP in 2009.
“I started working with key designers and specifiers around the world, making sure they knew GLP, its products, and the story behind the brand.” Later, he made a key decision: relocating to the U.S. to establish GLP US’s subsidiary in Los Angeles. “Everything grew from there, with a pause for COVID. I had a short time away from the company, but now I’m back, working between the United States and the global side.”
For Mark Ravenhill, leading GLP’s sales strategy in a market as demanding as North America involves far more than meeting sales targets.
“North America is competitive, but it is also a key market for the entertainment technology industry. The people who work here, the projects that emerge in this region, and the knowledge we gain from both are incredibly valuable.”
That experience not only strengthens the local operation but also translates into a global vision: “To then bring that into our international organization and coordinate it with other leading markets gives us a great perspective into where we need to lay our future path and plans.”
American route, global spirit
The GLP Road Show in the United States was not just another event, but a determined effort to connect with the technical community on their own turf.
“We had done some smaller roadshows before, and we were already planning a new one, but when Brad Schiller joined us this year, he managed to lift everything we had done to another level,” says Mark.
With extensive experience in creating this type of event, Schiller found in this tour the ideal launch point for his role within the company.
The route began in late July at the GLP US headquarters in Los Angeles and traversed key cities such as Nashville, New York, Atlanta, Chicago, Minneapolis, Las Vegas, and San Francisco. The tour concluded in mid-September, leaving a trail of technical encounters, demonstrations, and strengthened ties with those who make performance possible.
Every stop of the GLP Road Show in the United States was a complete experience designed to connect, showcase, and ignite ideas.
“Each stop had three main events – demonstrations and product showings. A networking reception and then an outdoor nighttime event with a focus on the MAD MAXX and some of our other outdoor rated fixtures,” details Mark Ravenhill.
The combination of technical demo, networking, and nighttime spectacle allowed each encounter to carry its own imprint while reinforcing the brand’s DNA. The objective was to bring GLP’s current portfolio closer to professionals through a full deployment of luminaires.
“We showed most of our current products – the X5 range, the new JDC Burst and JDC-2, our new Nexus range, the Fusion range and the MAD MAXX!”
The diversity of equipment covered both tour fixtures and IP65-rated outdoor solutions, targeting a varied but always technical audience.
And although the entire catalog was well received, there were undisputed favorites.
“People loved seeing what was possible with the JDC-2 and seeing the MAD MAXX in an outdoor environment,” he assures.
Seeing the MAD MAXX deploy its power in open spaces was, without a doubt, one of the most talked-about moments of the tour and a clear demonstration of the technological muscle GLP seeks to position in the U.S. market.
A diverse audience, one single passion.
Far from targeting a single professional profile, the tour aimed to broaden horizons and bring the brand closer to all links of the technical chain.
“All of the above. We wanted to reach as many people as possible and hence the reason why we arranged a number of different activities at each location,” explains Mark. Lighting designers, operators, rental companies, and integrators found spaces customized to their needs within the tour’s framework, which enhanced direct connection with the equipment in real-use conditions.
In each city, GLP had the support of strategic partners who facilitated venues, logistics, and staffing.
“Yes, in every location we had someone helping us out with a venue, with logistics or with staff. We are grateful that we have so many strong partners across the US who were gladly helping us,” emphasizes Ravenhill. A solid network of allies made it possible to bring the GLP experience across the country.
The turnout exceeded all expectations. In every city, the audience responded with enthusiasm—not only for seeing equipment in action but also for close interactions with the GLP team.
“The audience turnout was fantastic and exceeded our expectations at every location… It was positive in every area,” sums up Mark Ravenhill.“And the presence of fresh, never-before-seen products at each stop added an extra draw that sparked interaction.”
Beyond showcasing technology, the tour turned into a valuable listening session.
“We did get some great feedback from people about the new products we were showing… What we learned is that the creative aspect of our world is stronger than ever,” highlights Ravenhill.
The ideas shared by attendees made it clear that the U.S. market continues to bet heavily on innovation and new ways to explore the visual.
But beyond technology, the true engine of the Road Show was human connection.
“I would go so far as to say that the direct contact is the real reason we do it,”asserts Mark Ravenhill, emphasizing the value of building genuine relationships with designers, operators, and companies.
For GLP, putting faces to names and keeping communication channels open is as important a strategy as unveiling new products.
And the verdict is clear: “Great people, great networking, great products and great feedback. It was a ‘win’ in every aspect,” he concludes.
New horizons and an undisputed star.
The success of this initiative was not a final milestone but the beginning of an expanding regional strategy. “Yes and yes,” replies Mark Ravenhill without hesitation when asked if this format will be repeated.
In fact, they already supported a similar Canadian tour with their distributor DataVisual Marketing, and there are concrete plans to replicate it in Mexico with Vari Internacional, as well as to add further stops in South America. Meanwhile, they are also projecting new U.S. editions with expanded activities.
And if one product had to be chosen as the standout among many, the choice is clear: “The MAD MAXX always gets a large amount of attention – and selfies!,” acknowledges Ravenhill.
With its power, striking design, and stage presence, the MAD MAXX stole the show in every city, confirming its status as an indisputable star in GLP’s catalog.
Everything had appeal: the technical staging, the turnout, the product rollouts, and the rhythm of every event. Undoubtedly, it was a bold initiative that combined strategy and proximity toward those who make the spectacle possible across the country.
That genuine connection is, for GLP, far more than a tactic—it is part of who they are. Listening, sharing, and building a community along the route turns a tour into a meaningful experience. And while the MAD MAXX continues to roll across American roads, what truly lights the way is the conviction that innovation does not travel alone: it always moves accompanied by true bonds.
That genuine connection with the people who create and envision light is, to GLP, much more than a strategy: it is part of their identity. Listening, sharing, and building a community in each destination is what turns a tour into a meaningful experience.
And while the MAD MAXX keeps rolling, what truly illuminates the path is that conviction: innovation grows alongside a team dedicated, passionate and ready to spark new ideas.
