Women in the AV industry have long been trailblazers, breaking barriers, driving innovation and shaping the future of technology and integration. Their vision, leadership and expertise have left an enduring mark, inspiring progress across the field. This International Women’s History Month, Commercial Integrator is proud to honor their achievements with a special series. Throughout the month, we’ll be shining a light on some of the most remarkable women in AV, celebrating their contributions and sharing their stories to inspire and empower others in our industry.
Here, we spotlight Deborah (Deb) Zupancic, President of PTG. She entered the AV industry six years ago, leveraging her business expertise and adaptability to thrive. Despite challenges like COVID and supply chain disruptions, she embraced innovation and resilience to drive growth. Influenced deeply by her entrepreneurial mother and PTG’s founder, Lynn Matson, Zupancic emphasizes leadership rooted in integrity, trust and teamwork. She’s proud of building a strong, expert team and continues to champion diversity, talent development and customer-centric solutions to shape the future of AV. For Zupancic, AV is about evolution, collaboration and empowering connections. Read #HerAVStory below.
Interview with Deb Zupancic, President, PTG
Commercial Integrator: How did you get into the AV industry?
Deb Zupancic: Six years ago, I stepped into the AV industry with zero background in it. I didn’t know AV, but I knew business. And instead of seeing my lack of technical expertise as a weakness, I turned it into my greatest strength. I asked questions — endless questions — and had the privilege of learning from some of the best minds in the industry. It was a “drinking from the firehose” kind of experience, and truthfully, I’m still learning every day.
The beauty of the AV industry is that it’s built on shared knowledge. People genuinely want to help, to share what works and — just as importantly — what doesn’t. And then came COVID. Suddenly, we were all navigating uncertainty together. In a way, it leveled the playing field, forcing innovation, resilience and a deeper reliance on one another.
The AV industry isn’t just about technology; it’s about people, adaptability and problem-solving. That’s why I love it!
CI: Have you encountered any difficulties or obstacles in your AV industry career?
Zupancic: Absolutely — challenges are part of the journey. Like everyone in this industry, I navigated the chaos of COVID and the massive supply chain disruptions that followed. There was no playbook, no precedent. The inventory and backorder crisis forced us to think differently, adapt quickly and make tough decisions without a clear roadmap.
When key verticals shut down overnight, we had two choices: wait it out or reinvent ourselves. We chose reinvention. We explored new verticals, reimagined how we did business and found ways to remain competitive in an industry that was shifting beneath our feet. It wasn’t easy, but it reinforced an important truth — resilience and adaptability will always be our greatest strengths.
We chose to push forward even when the path ahead wasn’t clear.
Related: PTG: A Values-Driven Integrator
CI: Whom would you point to as the most influential and helpful mentors in your career? What did they do to help you?
Zupancic: Without question, my most influential mentor has been my mom, Marilyn Happy. I had the privilege of starting my career in business alongside her, and looking back, I realize how rare and special that experience was.
My mom was a woman entrepreneur at a time when it wasn’t all that common — when women had to fight a little harder to be heard, to be taken seriously, to lead. But she did it with grace, strength and an unwavering commitment to the people around her.
So much of my leadership philosophy is shaped by her example. She had an incredible ability to take care of both her customers and her employees — equally, without compromise. She understood that a business isn’t just about numbers; it’s about people, relationships and trust. She led with heart, and I’ve carried that with me throughout my career.
To this day, when I face a tough leadership decision, I often ask myself: What would my mom do? And more often than not, the answer is to lead with integrity, to put people first, and to never lose sight of what really matters.
I would be remiss if I didn’t mention Lynn Matson, the founder and owner of PTG. Lynn was a true pioneer in the AV industry, blazing a trail long before many even realized the potential of this space. Her vision, determination, and entrepreneurial spirit laid the foundation for everything PTG stands for today. Today we are building upon what she created and ensuring that PTG continues to grow and innovate in a way that would make her proud.
CI: What is your proudest career accomplishment?
Zupancic: Honestly, it’s where I am today. Six years ago, I stepped into this industry knowing next to nothing about AV. Today, I’m the President of PTG. But this accomplishment isn’t mine alone — it belongs to the incredible team around me.
I’ve built a team of some of the best and brightest in the industry, each an expert in their field. Learning from them, trusting them to own their departments, and watching them thrive has been one of the most rewarding parts of my journey. Leadership isn’t about knowing everything — it’s about surrounding yourself with great people, giving them the space to do what they do best, and lifting each other up along the way.
I’m proud of how far we’ve come, and even more excited about where we’re going.
CI: What do you love most about working in the AV industry?
Zupancic: The AV industry never stands still — it’s constantly evolving, and that’s what keeps it exciting. Just when you think you’ve mastered something, a new challenge, a new solution, or a new technology emerges, pushing you to adapt and grow. It never gets stagnant.
But beyond the technology, it’s the people that make this industry truly special. I’ve had the privilege of meeting and working with some of the most brilliant and innovative leaders, and every day, I get to learn from the best. There’s a spirit of collaboration and problem-solving in AV that I haven’t seen anywhere else. No two days are ever the same, and for me, that’s exactly what makes this industry so rewarding.
CI: How can the AV industry become even better?
Zupancic: The AV industry is already built on innovation and collaboration, but there’s always room to grow. To become even better, we need to focus on three key areas: talent development, diversity and stronger customer-centric solutions.
First, we need to do a better job of bringing in new talent and making the industry more accessible. There’s a knowledge gap as experienced professionals retire, and we need to be intentional about mentorship, training, and creating clear career paths for the next generation.
Second, diversity matters — not just in terms of representation but in bringing in new perspectives, fresh ideas, and different ways of thinking. The more diverse our industry, the more innovative we’ll be.
And finally, we need to stay laser-focused on the customer experience. Technology evolves quickly, but at the end of the day, AV is about connection — whether it’s improving communication, enhancing environments, or making experiences more immersive. The more we align with what customers truly need, the more impact we’ll have.
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #HerAVStory series? If so, just email Dan Ferrisi, group editor, commercial and security, Emerald, at [email protected].
