Montreal, Quebec ─ April 28, 2021 Effective May 1, 2021, Paul MacAloney of 5 Element Sales & Marketingalong with Michael Jacobwill be responsible for the province of Ontario excluding Northern Ontario (Thunder Bay).  5 Element Sales and Marketing will be responsible for supporting SFM CI brands including AVPro Edge, Bullet Train, ConferX, Just Add Power, Luxul, Murideo, Panamax, Pro Control, RTI, and Shure; along with the following Pro AV accessory brands: Canare, Digiflex, Furman, K&M, Littlite, and Neutrik.

“5 Element Sales & Marketing have a great reputation amongst custom installers and have a complimentary product mix that will play well with our brand,” states Steven Freytag, General Manager of SFM’s CI division. “With AVAD Canada’s closing, we felt having more feet on the ground in Ontario was required to service dealers, integrators, and our valued vendor partners and we feel Paul & his team are the right team to support all involved,” Freytag continued.

“We are very excited to join the SFM Team. SFM has established itself as one of Canada’s go to distributors and has assembled a tremendous line card that caters to both the Retailers and Customer Integrators,” Paul MacAloney, President of 5 Element Sales & Marketing comments. “We are confident this partnership will add great symmetry to our existing dealer base and we look forward to developing many new business relationships.”

New Sales Agents

Paul MacAloney has over 25 years of experience in retail, custom installation, sales and national business development for residential and commercial business. He also has extensive controls experience with sales and installation “how to” knowledge.

Paul can be reached via mobile at 519-859-0062 or via email at

Michael Jacob was an audiophile from birth, it was inevitable he would start and spend most of his career in the audio trade. Michael has had the opportunity to work with great companies in the past and looks forward to his new partnership with Paul at 5 Element and everyone at SFM.

Micheal can be reached via mobile at 647-286-7813 or via email at