What You Need To Know
- Matthew Unkenholz joins Theory Professional as US Commercial Applications and Business Development Architect
- He brings a lifetime of live sound and commercial AV experience to the company
- Spent the last three years educating the TOLA market on the benefits of integrating Theory into their commercial audio projects. He is now looking forward to expanding his reach and supporting Theory’s customers at a national level.
Theory Professional, the Lake Forest, Calif.,-based, provider of premium commercial and professional audio solutions, has hired Matthew Unkenholz, as US Commercial Applications and Business Development Architect for the company. Unkenholz joins Theory Professional with 40+ years of experience in AV.
What Experience Does Matthew Unkenholz Bring to Theory Professional?
Unkenholz’s passion for live sound was fated from birth with a father who was a church musician and mother who was a theater teacher. He was surrounded by mics, cords, body packs and sound consoles since childhood. While working on his bachelor’s degree at the University of Texas at Dallas, Unkenholz had a side gig as a DJ and he often provided PA systems for HS battle of the band contests.
Post-college, Unkenholz’s reputation for AV expertise landed him the position of technical director and venue manager for the University of Texas at Dallas, where he spent more than 18 years running performance spaces, multi‑purpose event venues and university‑wide milestone events — including commencements and large‑scale student programs — while also advising on key campus AV integration projects.
Why Did Matthew Unkenholz Join Theory Professional?
In 2023, Unkenholz made a career change joining the respected independent commercial manufacturers representatives, Bormann Marketing, where he sold various AV brands – including Theory – throughout the TOLA region.
“I already knew how much the Theory line was capable of with its small format products, but when [Theory CEO], Paul Hales presented the initial design concepts for the SR Series to the rep force, I was all in. Bringing Theory’s high fidelity and high output sound, plus smart electronics to the professional audio world is a trifecta,” Unkenholz says. “Having spent the last three years educating the TOLA market on the benefits of integrating Theory into their commercial audio projects, I am thrilled to be able to expand my reach and support Theory’s customers at a national level.”
Marc Bertrand, CSO for Theory, adds, “I have had the pleasure of working with Matthew since Theory Professional was introduced into the commercial market in 2023. Adding [Unkenholz’s] enthusiasm, breadth of AV knowledge, and technical chops to the Theory team will significantly accelerate all aspects of our growth in the commercial space.”
