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40 years in the events industry
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40 years of proske: from a small family business to an international pioneer in the meetings & events industry
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
News
Proske Inc. Appoints: Lindsay Jandl as Senior Director of Strategic Operations
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.
News
Webinar Digital Solutions III: Enriching Experiences with Immersive Technologies
Press release
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:
News
Webinar Digital Solutions II: Personalization Through Data Analysis and AI
Press release
Not long ago, we announced that we will host a series of three insightful webinars designed to equip event managers and corporate decision-makers with the knowledge and tools needed to navigate the future of event planning.
In this fast-paced world of corporate events it’s important to stay ahead of industry trends and innovative solutions and today we are happy to make the second part of our webinar series available.
DIGITAL SOLUTION IN THE CONTEXT OF CORPORATE EVENTS
At Proske, our primary goal is simplifying complexity through a strategic approach to events and live marketing. Our focus extends to cutting-edge technology and digital solutions, which we believe will shape the future of events. Remaining at the forefront of our industry’s journey and closely monitoring emerging trends remain pivotal to our mission. When analyzing these trends, it becomes evident that digital solutions significantly impact areas such as sustainability, disruptive event formats, personalization, and data analysis. Consequently, we’ve made the deliberate decision to delve deeper into these topics and share our insights on industry development.
The Importance of Personalization in Events
In our second webinar, “Personalization Through Data Analysis and AI” Nicole (Director Strategy & Innovations) and Lisbeth (Director Digital Solutions) will discuss understanding participant behavior during an event and attracting individuals on a personalized basis, touching topics as:
- Participant data collection for virtual and in-person events
- Data analysis and its potential in strategic decision making
- The power of AI in data analysis
Integrating Digital Solutions in In-Person Events
While digital solutions are often associated with virtual events, they are equally valuable for in-person gatherings. Technologies such as RFID (Radio-Frequency Identification), QR codes, and event apps enable semi-automated data collection and analysis. These tools help track attendee movements, session attendance, and interactions, providing valuable insights for personalization.
We collect so much data, but which data is relevant?
Personalization starts with understanding participant behavior and patterns. We will be talking about how data collected from various sources – registration details, session attendance, content engagement, and interactions with other attendees – forms the foundation for creating personalized user journeys. As always, a data collection strategy should support set objectives. Collecting data for the sake of it will lead to analysis paralysis and confusion.
The Role of AI in Personalization
Artificial Intelligence (AI) significantly enhances our ability to analyze large datasets and create personalized experiences. AI algorithms can learn from user behavior, helping to automate the personalization process. For instance, AI can support real-time personalization by analyzing data collected during the event and adjusting the content and interactions accordingly.
We will discuss how different AI Applications like machine learning, natural language processing and predictive analytics can help you to create impactful events for your attendees.
Curious to learn more?
Personalization through data analysis and AI holds immense potential for transforming corporate events. By utilizing digital solutions and AI, event planners can create more engaging, relevant, and memorable experiences for attendees. This not only enhances satisfaction and loyalty but also drives the long-term success of events.
Curious to learn more? Watch the second webinar in our on-demand library now.
In our final webinar, we will explore “Enriching Experiences with Immersive Technologies.” How can we enhance participant experiences with immersive technologies? Join us as we delve into the future of event experiences.
Want to be that one step ahead? Contact us now and let’s unlock new digital possibilities together:
News
New webinar series: Unlocking the Future of Corporate Events with Digital Solutions
Press release
In this fast-paced world of corporate events it’s important to stay ahead of industry trends and innovative solutions. Proske is proud to announce a series of three insightful webinars designed to equip event managers and corporate decision-makers with the knowledge and tools needed to navigate the future of event planning:
DIGITAL SOLUTIONS IN THE CONTEXT OF CORPORATE EVENTS
At Proske, our focus is to make the complex simple through a strategic approach to events and live marketing. Technology and digital solutions are one of our key offerings with which we want to shape the future of events. Being at the forefront of our industry‘s journey and having a close eye at upcoming trends is paramount to us. When looking at exactly those trends, you can see that all are to a great extend influenced by digital solutions, be it sustainability, disruptive event formats, personalization, or data analysis. This is why we have decided to take a deeper look and share our take on industry development.
What are important touch points in the event lifecycle and where should you be utilizing digital solutions?
Our first webinar, titled “Communication and Extended Engagement” focuses on how digital event platforms can support with increasing touchpoints with your audience, implementing holistic and long-term communication strategies while extending the reach of an event and its impact. We will discuss why digital tools are integral to strategic event management, how they offer substantial benefits such as cost and time savings, higher attendee satisfaction, and enhanced brand exposure.
We will be touching important topics, like the pitfalls of a multi-channel communication approach, which, despite its widespread use, often leads to increased errors, technical glitches, and a convoluted data analysis process due to the multitude of tools involved. Here, the use of a single, comprehensive event platform streamlines communication, making data analysis less complex and is enhancing user experience. More importantly, they hold the potential to significantly boost attendee engagement.
Maintaining attendee engagement is not just important during the event, but also in the pre-event and post-event phases. This holistic approach, facilitated by digital platforms, can maximize the return on investment and pave the way for robust community building and are pivotal for anyone looking to optimize their event management strategies.
In the webinar, we discuss a case study of a global hybrid event, which successfully used a single digital platform to streamline communication and initiated a community among the employees of two merging companies. Utilizing magnid, Proske’s solution for digital and sustainable experiences, 30.000 employees from around the globe celebrated their day 1 as one company and grew together by hosting different community engagement activities in magnid over the following year
Curious to learn more? Watch the first webinar in our on-demand library now!
Don’t miss the opportunity to stay ahead of the curve and discover how digital solutions can revolutionize your corporate events. The first webinar is now available here.
In our upcoming webinars, we will be looking at “Personalization Through Data Analysis and AI” and “Enriching Experiences with Immersive Technologies.” What if we knew how participants behave during an event and how they can be attracted individually? How do participants experience an event and where can we enhance experiences strategically with immersive technologies? Together with our expert team we will be looking for answers to this complex questions.
Want to get ahead of the game?
Contact us now and let’s unlock new digital possibilities together:
News
Leading the Digital Transformation: Our Insights in “Neues Arbeiten und Lernen”
Press release
We are proud to share our latest feature in the special issue “Neues Arbeiten und Lernen” (“New Ways of Working and Learning”) by DIE WELT, where we explore the pivotal role of XR applications and digital twins in driving Germany’s future towards digital transformation. Our article, “Auf dem Weg zur digitalen Transformation” (“On the Path to Digital Transformation”), provides an in-depth look at how these technologies are not just shaping the future of work and education but are becoming essential elements of innovation and connectivity.
Larissa Steinbäcker, Co-CEO and innovation expert at Proske & magnid, highlights the transformational shift witnessed in recent years, emphasizing that digital transformation is no longer an option but a necessity. The global integration of workforces and the shift towards mobile working and digital meetings mark the path forward.
Our Co-CEO Markus Struppler, a specialist in the field, underscores the efficiency and enhanced human-company relationships fostered by XR applications and digital twins. These technologies enable complex subjects to be presented in an understandable, visual, and playful manner, creating immersive experiences that overlay or completely reconstruct the physical world with digital information.
Digital twins, such as those offered by magnid, play a crucial role in enhancing employee engagement by providing immersive virtual representations of physical spaces or objects. These not only foster a sense of community but also cater to individual needs like reducing travel. They enable innovative learning and skill development methods, keeping pace with the dynamic demands of the job market.
Incorporating XR applications into everyday professional life allows for the training of complex tasks in simulated environments, reducing the need for expensive physical equipment and improving work quality through efficiency and error reduction. These technologies pave the way for global, inclusive, and sustainable collaboration and education. The Metaverse, as a visionary concept, brings together various XR applications in a comprehensive virtual world, opening new dimensions for education, product presentations, and networking.
Standing at the threshold of a significant digital era, we hold the key to this future. By promoting education, advancing the workplace, and integrating innovative technologies, we are not only participating in this critical journey but actively shaping it.
Explore our full insights and the valuable collection of topics in the “Neues Arbeiten und Lernen” issue by DIE WELT, available here, and join us in embracing the digital transformation.