CE PROFILE | Elite AVL Believing in YOUR BRAND Elite AV & Lighting migrates from its initial car stereo roots to high-end integration with newfound emphasis on lucrative lighting fixture business. By Arlen Schweiger 26 | CE Pro July 2023 WHEN IT COMES to lessons that Justin Dohman has learned over the years as founder/CEO of Elite AV & Lighting, he has much to share and is highly enthusiastic in doing so. He and Elite AVL want to do their part to ensure custom integrators and the industry as a whole don't get a bad rap. In the continuously sprawling Dallas-Fort Worth metroplex that's flooded with integration company choices for customers, he is always ready to pass on some of that knowledge in a mentorship role or during friendly networking chats at industry events. Dohman, who launched Elite AVL when he was in his early 20s, has put his unique perspective and stamp on the brand and in general how to succeed in business and forging beneficial relationships. Whether it's doing due diligence on products and suppliers that go well beyond the basics, finding qualified candidates through hiring practices that leverage his paintball friends and competitors, or adapting to add trending technologies to his portfolio such as lighting, Elite AV & Lighting (the " & Lighting " part recently added because of the massive impact that category has had on the company) has made a name for itself in its competitive local market and the custom channel. Dohman has stayed true to his beliefs that honesty, hard work and treating people properly pay dividends with potential clients, trade partners and his employees - and it's paid back handsomely for Elite AV & Lighting. cepro.comhttp://www.cepro.com