Shure to Redefine GITEX 2025 with Training-First Approach and Experience Zone Launch

Yassine Mannai, the Associate Director – Sales & Marketing MEA, Turkey and CIS, at Shure, says that instead of a traditional booth presence, the company is using GITEX 2025 to deepen industry impact through focused demonstrations, partner training, and the launch of its new Experience Zone. By shifting from product displays to meaningful engagements, the company is aligning with regional AV trends, sustainability goals, and the growing demand for scalable, experience-driven solutions

What’s new in your GITEX 2025 presence compared to previous years?
GITEX Global remains an important event not just for us, but for the regional AV industry – one that has had a meaningful impact on our business. However, this year we’re doing this a bit differently. We’re shifting focus from booth activity to deeper, targeted engagements through our newly launched training and Experience Zone. GITEX remains a valuable barometer for trends, but our priority is long-term impact through sector-specific demos, partner training, and collaboration beyond the show floor.

Which AV products or solutions will you be showcasing?
Rather than a booth showcase, we want to ignite and drive conversations on how AV intersects with unified communication, government, and education through smaller and more focused setups. Our focus is on controlled, real-world demonstrations and roundtables that highlight practical applications tailored to regional needs.

Any new launches or partnerships planned for the event?
We’ve just launched the Shure Experience Zone, a dedicated training and demo center. This interesting concept will allow our partners and customers to explore innovative audio solutions designed for unified communication, government, and education, well beyond the timeframe of exhibitions. We’re excited to see how this new facility will ultimately impact the industry.

How has the regional AV market evolved recently?
The market is moving from hardware-led purchases to solution-driven deployments. In line with this, customers are now increasingly demanding scalable solutions for everything from compact meeting rooms to large-scale engagements, with clarity, reliability, and ease of integration at the core. This is where Shure comes in. We’re constantly listening to the market and adapting to its evolving needs by introducing AV solutions that fit right in.

What AV trends are shaping the Middle East, and how are you responding?
The Middle East is a vibrant market with technology driving the trends. From Shure’s standpoint, we recognize that AV-IT convergence, AI-driven enhancements, and hybrid collaboration are among the top trends defining the region’s future. Our response is to invest in training and spaces that equip partners with the skills needed to deliver these experience-driven solutions.

What interactive experiences will visitors find at your booth?
This year we’re deliberately taking a different approach. Instead of a booth at GITEX, we’re offering smaller, personalized demonstrations. These focused sessions allow for deeper exploration and greater impact than traditional exhibition settings. We invite GITEX visitors from our AV community to reach out to our team to learn more and to come visit the new experience zone we just unveiled.

How does your GITEX presence support regional transformation goals?
GITEX remains a key pillar in the growth of the region’s technological landscape. Shure not only understands its importance and overall impact, but we’re at the forefront of also aligning our regional strategy with its vision. Our strategy, therefore, aligns with regional goals such as digital economies, smart cities, and knowledge development. Through AV innovation, training, and partnerships, we’re helping bridge digital divides in education and enterprise.

How are your AV solutions driving sustainability in the region?
Shure has robust AV solutions that cater to different audio needs. This is why we have ensured that we align our product offering with our overall sustainability efforts. How do we do this? We recognize that environmental responsibility is important to our ecosystem. Our work continues to have a positive impact on the environment, for example, converting equipment to rechargeable batteries that helps keep hundreds of thousands of batteries out of landfills each year. We are also working on ways to provide greener packaging and more fuel-efficient logistics to achieve smaller carbon footprints, among other initiatives.

What are you doing to support AV talent and youth development locally?
Economic growth thrives on talent. In the AV sector, great talent is what drives growth and innovation. This is why we invest in youth development through strategic partnerships with universities, certification programs, and training initiatives that build a skilled, future-ready AV workforce. We believe this is the pathway to ensuring the region is not only developing its AV ecosystem, but most importantly making it possible for audio professionals to execute world-class events and broadcasts.