Category: News article

Munich/Germany, January 16, 2026 – Proske is celebrating its 40th anniversary. Founded in 1986, the company has grown from a small family-run business into an internationally operating event agency, specialising in healthcare and pharmaceutical events and supporting clients around the world.

The success story began in 1986 when Hugo Proske founded the company under the name “Proske Travel & Organization” in the small Alpine village of Aschau im Chiemgau. From the very beginning, the company focused on organising events in the healthcare sector. Over the following decades, his son Bernd Proske played a key role in shaping the company. As CEO for many years, he continuously expanded the business and strategically developed the agency.

In 2008, Bernd Proske handed over management to René Proske, the founder’s grandson. René Proske led the company until March 2021 and is now chairman and shareholder of Proske. Under his leadership, Proske further expanded internationally, sharpened its strategic focus, and strengthened its organisational structure.

Since 2021, Proske is led by two Co-CEOs: Larissa Steinbäcker and Markus Struppler. Together with the international team, they are consistently positioning Proske for the future with the ambition not only to deliver events, but to rethink them strategically.

Today, Proske employs about 140 people worldwide, with headquarters in Rosenheim and Munich, as well as hubs across Europe, the United States, and Asia. One of the most significant development steps in recent years has been the expansion into the U.S. market. As Proske had long been supporting numerous international clients and demand from the U.S. continued to grow, the company decided to establish a local presence. With the founding of Proske Inc. and an office in New York, Proske is now represented in the United States with its own teams, including locations in New York City and Minnesota.

“For us, 40 years of Proske means one thing above all: trust! We have been working with many of our clients for more than 20 years as partners, and with the ambition to create measurable value through intelligent use of technology and the highest quality standards,” says René Proske.

Since its founding, Proske has consistently evolved into a pioneer in the event industry and a one-stop shop for its clients. Specialised focus departments and dedicated key account structures enable close, long-term strategic partnerships. Many international pharmaceutical companies have trusted Proske for decades, a testament to quality, reliability, and a truly collaborative approach.

Proske delivers a wide range of event formats, from small advisory boards to standalone symposia, incentives, and congresses, as well as international kick-off meetings with several thousand participants. On average, Proske delivers around 600 events per year, primarily in the highly regulated healthcare and pharmaceutical sectors, as well as in the beauty and medical beauty industries.

Another major milestone was the development of Proske’s proprietary event platform, magnid. Idealised already before COVID, but accelerated by the pandemic, the platform is now used not only for virtual and hybrid events, but also as a central brand and communication hub for international events.

Projects from recent decades include collaborations with Coca-Cola during multiple UEFA European Football Championships and FIFA World Cups, supporting DSM-Firmenich during their merger, and organising exclusive event formats for a pharmaceutical client as part of the Berlin Marathon. International clients such as Amgen, Abbott, IKEA, and SAS have been part of Proske’s long-standing client base in Europe, and more recently companies such as Henkel in the United States.

About Proske:

Proske is an internationally operating event agency specialising in healthcare, pharmaceutical, and beauty events. The company delivers events across the full spectrum, from advisory boards to large-scale international events and supports clients long term through strategic meeting management, specialised teams, and proprietary event technology.

Learn more about Proske here: www.proske.com

To read this press release in German, click here

New York City, USA — April, 2025 — Proske Inc. is pleased to announce the appointment of Lindsay Jandl as Senior Director of Strategic Operations.

With more than 24 years of experience in the Travel and Meetings Management Industry, Lindsay brings deep expertise in operational leadership, strategic planning, and client-focused solutions.

In her new role, Lindsay will lead and grow a high-performing client support team across the United States, drive operational efficiency, and implement innovative service solutions. Her mission is to deliver exceptional customer experiences while continuously improving performance and impact.

Lindsay joins Proske from “Your Event Solutions” (YES), an ALTOUR company, where she last served as Director of Global Sales Administration. Based in Minnesota, Lindsay is known for her consultative approach, empowering leadership style, and ability to build long-lasting partnerships across clients, suppliers, and internal teams. Over half of her career has been dedicated to implementing operational efficiencies by building and leading high-performing, strategy-driven teams.

Her extensive background in supplier relations has enabled her to cultivate strong strategic alliances that drive measurable ROI while delivering exceptional guest experiences at every event. 

“Lindsay’s appointment is a significant step in strengthening our U.S. operations. Her track record of operational excellence and her passion for elevating client experiences align perfectly with Proske’s values and vision,” said Larissa Steinbäcker, Co-CEO of Proske. 

About Proske

Founded in 1986 and headquartered in Munich, Proske GmbH is a family-owned agency specialising in strategic event management and digital event solutions. As an outsourcing partner, the company is a leader in Strategic Meeting Management Programmes (SMMP) and supports a wide range of international clients, particularly in the pharmaceutical, healthcare, and IT sectors. Proske’s comprehensive service portfolio includes the implementation of virtual, hybrid, and live events-driven by sustainability, innovation, and immersive technologies like its proprietary “Virtual Venue Platform.” With over 130 employees worldwide and an ISO 27001-certified ISMS, Proske continues to set industry benchmarks. 

A Glimpse into the latest trends of Corporate Events

In the beginning of June, we announced a three-part webinar series aimed at empowering event managers and corporate leaders to navigate the future of event planning. In the last two webinars, we have explored the topics “Communication and Extended Engagement” and “Personalization through Data Analysis and AI”.

Today, we are thrilled to present the final part of our series: “Enriching Experiences with Immersive Technologies.“

Dive into the world of AR, VR and Social XR

Immersive technologies are revolutionizing the event landscape and are turning ordinary events and meetings into extraordinary, personalized journeys. They create memorable experiences that resonate deeply with every attendee, leaving a lasting impression even long after the event concludes.

In our third and last webinar we will look into how Augmented Reality (AR), Virtual Reality (VR), and Social XR helps you to create connections, which go deeper and transform your events from simple gatherings into unforgettable experiences.

During our webinar we will explore the technology’s pros, cons, and take a look at some real-world use cases and best practice examples.

Whether you are a newbie or a tech enthusiast, this webinar is a must-attend!

Master the art of choosing the right technology for YOUR event!

At Proske, we consult our clients on the smart use of these technologies. We believe that technology has enormous potential for any event, but it is important to choose solutions that serve an actual purpose for the event. By budgeting smarter and embracing the learning curve, you can create impactful and memorable events without overspending.

Join us on this exciting journey as we explore the future of corporate events. Let’s create unforgettable experiences together!

Curious to learn more? You can find the complete webinar series in our on-demand library.

Want to be that one step ahead? Contact us now and let’s unlock new digital possibilities together:

BOOK A CALL WITH OUR SPEAKERS LENNART, LISBETH AND NICOLE

Let’s face it – full in-XR events can seem overwhelming for both attendees and event planners. Managing logistics of individual hardware and conceptualizing a virtual world for different user roles can be a challenging entry-point to Metaverse events. However, incorporating virtual reality into your overall event strategy is a great solution to create a valuable add-on to in-person events. The way to success is simple:  start small and help your attendees getting acquainted with novel concept. And the good news is that you have everything in place for this rewarding experience!

 

Why will events in Metaverse and playful XR infusions at f2f events elevate your event experience?

Introduce a new level of connecting technology. The significant benefit of the Metaverse is the true presence it offers from anywhere. It’s an impressively immersive experience to effortlessly connect and converse in XR, as if you were in a physical world. It’s the most practical way to place event attendees in the same room as VIPs or special guests without requiring them to travel around the globe for an actual event. Make your event more sustainable. In addition to the advantage that each remote attendee or team member doesn’t need to travel to the event location, the Metaverse world itself saves on material and energy waste, being built virtually. The new generations of XR headsets are also becoming more accessible. Excite with digital worlds and a new virtual identity. You’re no longer constrained by physical boundaries – you can transport attendees to the digital twin of your office, a different historic era, or a fantastic new world! It’s a captivating attention-grabber that sets you apart from the crowd. Allow attendees to create and personalize a realistic avatar to enhance their creative experience. Convert true emotions to real feedback. Many digital interaction tools already familiar to your audience can be integrated into XR environments and used outside the Metaverse event. You can elevate engagement even further by creating interactive experiences, like a drag-and-drop game where attendees use their hands. Would you complete the entire experience and provide feedback, or would you disengage midway if the Metaverse has your undivided attention?

Internal Project Use Case

In May 2023, magnid x Proske brought an XR experience to IMEX, the event industry’s leading trade show. Proske’s Metaverse booth extension showcased their novel vision for hybrid and Metaverse events, as well as the utilization of sustainability in event management. The XR environment became an original playground to intuitively explore new sustainable approaches for events and brainstorm the use of Proske’s digital services. Real conversations with the VR remote crew resulted in each visit being a unique experience. The physical booth also benefited by gaining more attention overall. More than two-thirds of our booth visitors engaged with every interaction and gamification point during the metaverse session. This success was achieved through a thoughtfully designed programming concept and the efforts of the live event team.

If we have piqued your interest, we are delighted to share our step-by-step plan for a Metaverse Booth Extension below. You will learn about the design process of a metaverse experience from the perspective of an event planner and what is needed for a seamless delivery of that experience, both onsite and in XR.

Designing the Metaverse Booth Extension Experience: A step to step plan

As an event or exhibition planner participating in a larger trade fair, you have decided to include XR into your event concept, and you have 3-4 weeks to go. So, what to do now?

First, determine what message you want to deliver and what visitors should see and experience in the Metaverse space. Second, create a show flow for the metaverse experience and align it with the overall event concept. The beauty of the Metaverse is unlimited visualization options! It means that the visual concept fully follows your goal.

Bring Metaverse to career fair? Then why not to show and promote your office digital twin. Selling a tech product? Place it in a stunning cosmic environment.

Once you have references in place, you have two approaches to create the world. You can do everything from scratch sourcing 3d assets from the store platforms, or you can pick an existing world template in the XR software library. Think sustainably: when searching for the world, give it a thought how the environment and its assets could be reused for other events.

Recap: The Metaverse is an extension of reality that bridges the gap between the physical and the virtual world. By using XR technology, you can ensure an active experience and remarkable moments. Metaverse applications enhance immersive experiences, true presence from anywhere and intuitive collaboration like in real life.

Begin with the entrance point – what is the first thing users see and do upon entering the Metaverse? It is beneficial to include an ice-breaking interaction task at the beginning of the show flow. It is even better if the mechanics for this task relate to the rest of the tour, allowing the first-time users to get familiar with future task mechanics. For example, if users are expected to write text comments about the product you showcase – ask them first to write a simple text how they feel today and place this text on a pinboard. After all interactions are completed, it is always good to show that there is more than one space that users can explore. Modern XR apps allow to create a lot of the public or private spaces (or world environments) and link them together. Would you be excited to get teleported to a pool party after the office tour is completed?

There is no need to overcomplicate the world itself because the true value comes from human connection. While the environment setup plays a significant role, there should always be space for users to enjoy live conversations with the remote XR team. This interaction adds a personal touch and enhances the overall experience.

What else to consider when creating the world concept? Once the world environment is in place and optimized, the next consideration are the interface options. It is nicer to have physics-based hands interaction, so the user can utilize hand controllers to simulate simple activities like grabbing, pulling, pushing, and even writing in virtual reality. In other worlds, incorporate simple activities that require hands, such as playing with a ball, drawing an XY chart on a virtual whiteboard, or manipulating flying objects. The other side of interactions originates from XR being immersive. Watching embedded content in the Metaverse, like videos, streams, or web pages, would also do the engagement trick. You can even explore the possibility to embed a magnid virtual venue, providing an alternative way to access on-demand content and further enriching the user’s journey!

Warning: technical content!  In an ideal XR performance scenario, visitors should only interact with objects that are important for the show flow of the event. For example, if you build a huge auditorium in virtual reality, do you need each chair to be fully interactive? No, you don’t need that, because every chair then would need to load the hardware and take excessive computing power. It would result in a slow and buggy world performance which could ruin the whole WOW effect! As an event planner, include the requirements in your testing checklist for world developers, that assets such as corporate branding items or non-important furniture are implemented as static elements or baked into the world template. By the way, if you have no access to the world template, there is a fallback option to manually “lock” such assets, so they cannot be accidentally moved or deleted by a user.

In addition to the goals mentioned earlier in this article, the main objective of bringing XR into an in-person event is to extend an existing space by introducing a virtual world. But it does not limit to the environment – extend the onsite crew by including VIPs or company leaders into MetaverseSpark the real conversation with diverse views and go-to persons most relevant to your audience into your metaverse world!

The knowledge and insights gathered onsite is a very good foundation for the follow-up. It opens the door to inspire your visitors to book a Metaverse experience of their own or take it as a first step to the fully remote XR event. There are lot of possibilities, including a meet & greet event with remote industry professionals, a digital home environment for advertising purposes or even a complete workshop or advisory board session.

von Larissa Steinbäcker, Proske GmbH

Mit der wachsenden Nachfrage bei Nachhaltigkeit und modernen digitalen Technologien in der Event-Industrie setzen wir bei Proske stark auf individuelle Beratung und einen strategischen Ansatz.

Wir befassen uns dabei für jedes Projekt eingehend mit unseren Kund*innen, um aussagekräftige Ergebnisse zu liefern, denn auch beim Thema Nachhaltigkeit steht Vielseitigkeit an erster Stelle. Sustainability ist für jede*n Kund*in so individuell wie das Event selbst und kann nicht 1:1 als allgemeines Konzept übertragen werden. Des Weiteren gehen wir aktuell einige strategische Partnerschaften ein, um unsere Kund*innen vielseitig zu unterstützen. Dazu gehört u.a. eine exklusive Partnerschaft mit TROOP Travel. TROOP ist eine Meeting-Plattform, die akkurate Daten liefert, um zu entscheiden, wo der beste Ort für das nächste F2F Meeting ist. Sie analysiert Kosten, Risiken und CO2- Emissionen, um dem CO2-Ausstoß aktiv vorzubeugen.

Neben vielseitiger Beratung fokussieren wir uns, vor allem seit unserem Zusammenschluss mit magnid, immer stärker auf digitale Meetingformate. Während früher Langstreckenflüge für 4-stündige Meetings das Mittel der Wahl waren, verfügen wir heute über viel innovativere Lösungen, die wir stetig weiterentwickeln.

Mit der Nutzung unserer Plattform magnid als „virtuelles zuhause für Firmen“ werden Zielgruppen nachhaltig und inklusiv vereint. Dieses „virtuelle Zuhause“ ist nicht nur eine innovative Lösung mit einfacher Navigation und einem interaktiven Markenerlebnis, sondern ist auch DSGVO-konform und skalierbar. Somit können Gäste aus der ganzen Welt in einem digitalen, nachhaltigen Rahmen empfangen werden.

Wie beraten wir unsere Kund*innen?

Wir unterstützen unsere Kund*innen im Bereich Nachhaltigkeit vor allem bei der Neudefinition klarer Strukturen und Prozesse. Wir helfen, ein klares Sustainability-Berichtswesen zu erstellen, Transparenz zu erhöhen, CO2-Ausstöße und -Ausgaben zu erfassen, Sorgfaltspflicht zu gewährleisten, sowie nachhaltige Konzepte zu standardisieren und die Unternehmens- und Branchenvorschriften einzuhalten. Dabei unterstützen wir unsere Kund*innen strategisch bei der Planung, Implementierung und Umsetzung von Konzepten, um messbar individuelle Erfolge zu erzielen.

Wo liegen Herausforderungen?

In der Event-Industrie findet ein großer Wandel statt. Immer mehr Unternehmen sind motiviert, Consulting in Anspruch zu nehmen und nachhaltige Event-Konzepte zu implementieren. Nachhaltigkeit wird heute aktiv nachgefragt und von unseren Kund*innen priorisiert. Die letzten Jahre haben auch gezeigt, dass es ohne Reisen funktioniert – für bestimmte Formate. So konnten mehr Menschen inkludiert werden, die sonst aus privaten, beruflichen oder politischen Gründen nicht in der Lage gewesen wären, an einem Meeting teilzuhaben. Eine Herausforderung liegt aktuell noch auf der strategischen Ebene sowie darin, individuelle Projekte miteinander zu verknüpfen. Um Nachhaltigkeit strategisch bei Events zu implementieren, müssen wir komplett neu denken – und genau hier können wir helfen.

Mehr darüber hier: gcb.de