ProIO is a technology consulting company specialising in immersive experiences and attractions for the themed entertainment sector. It offers a comprehensive range of services, including consultation, design, technical direction, programming, and commissioning.
ProIO’s expertise spans various systems, including audio, video, lighting, show control, automation, and IT networks. The company has contributed to high-profile projects for clients such as Universal and MGM, and continues to support major new themed entertainment developments.
Its approach emphasises early-stage collaboration and meticulous execution, drawing on their commissioning and delivery experience for friction-free projects from start to finish.
As the company rebrands with a new look, we speak to Brice Helman, CEO, and Bryan Maier, VP, about how the teams’ wealth of experience across the visitor attractions and location-based entertainment industries is helping to manage, create, and deliver innovative solutions for rides, themed attractions, museums, entertainment venues, and more.
Becoming ProIO
Brice Helman initially started the company under the name Programation.io, drawing inspiration from his time working on cruise ships in France, where his French colleagues would refer to the system intelligence as ‘la programation’.
“When I started freelancing, I realised I needed a brand name overnight, and I’d just come back from France. I liked the name Programation, but the .com wasn’t available, so I went with Programation.io. That became the website and brand.”
Over time, he adopted the idea that it was a combination of ‘programming’ and ‘imagination’ as a helpful way to express what the company does and the kinds of technology services it offers.
“It started as a boutique programming service, but as we began taking on larger projects, we weren’t just doing programming anymore. We were doing design, consulting, and integration assistance — a full range of services. It was clear that ‘Programation’ no longer fit who we were.”
As a result, the team rebranded as ProIO, initiating the process during IAAPA Expo in November 2024 and officially adopting the new name in January 2025.
“The new name better represents who we are now. It’s not just programming anymore; it’s what goes into a project: resource planning, design, stakeholder coordination. And it’s what comes out: not just what comes from a speaker or projector, but what people take away emotionally, what guests feel.”
The company, he explains, is trying to encompass both the technical and the human experience — all the soft aspects that make a project truly successful.
“That’s our evolution: from a programming services startup to a well-rounded, full-fledged technical consulting firm. That’s why the name ProIO is a perfect fit.”
Growing the company
ProIO has experienced an impressive growth trajectory, going from a one-man band at the start of 2024 to a team of four just eight months later. Helman reflects on the fast-paced changes the company has made:
“It’s a new chapter, and I take that seriously. If I think small, then we’ll stay small.
“So, every day I wake up with the mindset that ProIO already has 50 employees. We care deeply about our processes, communication, and documentation, because that’s what will support our clients’ success.”
“That’s where the excitement is for me, ensuring we’re providing the best services we can while growing into the company we aspire to be.”
“Growth, for us, isn’t all about head count. Our focus is on talent, skill, and expertise. We want to give personalised attention to our clients from our subject matter experts.”
ProIO’s new VP
This growth has also led to the promotion of Bryan Maier to vice president. Speaking about what he brings to the role, Helman says:
“Bryan and I are polar opposites, and that’s a real strength.
“A major part of becoming ProIO came with Bryan joining the team as my first full-time employee. He rounded out all the skills I didn’t have or wasn’t as strong in. It’s a real peanut butter and jelly situation; we complement each other’s strengths and cover each other’s weaknesses.
“I’m thrilled that Bryan helped formally launch what is now ProIO. He absolutely deserves his VP position.”
Maier adds:
“Brice and I have both been working in this field for a long time, and these are often systems that are unusual or unique, requiring an engineering mindset to make them work cohesively and reliably over time.”
While Helman had been focusing heavily on certain aspects, particularly the commissioning of projects and the final stages of bringing everything online, Maier’s experience allows the firm to look at the whole picture: to take on more elements, more disciplines, and expand its scope.
“The goal now is to approach projects from a more integrated perspective, not just as a source for one piece of the puzzle, but as a team that can help deliver the entire thing. That’s what’s exciting, growing our capabilities so we can be involved in larger, more holistic ways and help bring together all the parts that make up an experience.”
Meeting a need
In terms of what makes ProIO unique in the industry, Helman says:
“I’ve noticed a growing gap in the industry: on one side, you have creatives with big ideas and bold visions. On the other hand, you have system integrators who purchase the equipment, install it, and deliver a fully functional product. Then there are the owners, property developers, or intellectual property (IP) holders who are building the experience.”
However, what’s missing is the glue —the technical bridge between the creative vision and the final execution. That’s where Pro IO wants to live, he explains.
“We often describe ourselves broadly as a ‘technical consultancy,’ but what we aim to be is a true partner. We aim to guide the entire process, from conceptualisation through to the handover of a finished, operational experience.
“Our goal is to ensure that it’s not just a collection of vendor work or disconnected systems slapped together, but instead a carefully coordinated, thoughtfully integrated experience that tells a cohesive story.”
ProIO, he says, brings deep programming experience to the table, which allows us to anticipate how a system will behave from the very beginning.
“We’re not just thinking about installation. We’re thinking about how the whole experience feels, looks, sounds, and functions.”
Maier adds:
“That kind of breadth is something you might expect from a much larger company. At the same time, we’re still small enough to be agile. We can dive into specific areas and solve complex problems in ways that might be more difficult for larger firms with rigid structures.
“That balance — deep, wide-ranging expertise with the flexibility of a small team — is what makes us unique in the themed entertainment space.”
Finding the right solutions
Demonstrating this range, the pair share some examples of memorable projects that they have worked on.
Going back to the early days of his career, Helman says: “My very first job out of college was working as the head audio engineer on a brand-new theme park, Chimelong Ocean Kingdom in Zhuhai, China.
“That project will always hold a special place in my heart. It was a massive undertaking, and, as a young 20-something, thrown into such a heavy position right away, it was a real trial by fire!”
“Right now, I’m most proud of our current team and two major projects we’re wrapping up. We’ve been involved with two attractions at Universal’s Epic Universe as system programmers and system commissioners. We’re also finalising a brand-new multipurpose venue for MGM Macau.
“These are keystone projects for ProIO because they each use 100% of our skills and specialisations. They represent exactly what we do and the kind of cutting-edge work we love.”
The thing about working at the forefront of tech, he adds, is that when something is truly innovative, it rarely works right out of the gate. “That’s where we thrive. We may not have all the answers upfront, but we’re highly specialised engineers who know how to work the problem and find the solution.
“When clients bring us in, it’s often because no one has done it before, and they need someone who can figure it out. That’s what we’re most proud of: being the people who can get to the end goal, even when the path isn’t clear at the start.”
An integrated approach
For Maier, he identifies his past experience on Universal’s VelociCoaster as a personally rewarding project, building the approach he has since brought to ProIO:
“This was a highly segmented project in terms of scope. Each team had specific responsibilities with narrow task boundaries. My assignment was very focused, and I executed it smoothly. But what stood out to me was how easily scope gaps can appear in projects like this, when everyone’s only looking at their slice of the puzzle.”
He made a personal commitment to understand the broader system:
“I spent time building out components, reviewing documentation, and even doing some programming in preparation for other systems. That effort had a dual benefit: first, it provided me with the technical insight I needed to identify and resolve compatibility issues early.
“Second, by the time my teammates stepped in to handle their portions, much of the groundwork was already done.”
A commitment to innovation at ProIO
This kind of cross-disciplinary awareness is a big part of who ProIO is, he adds:
“Projects these days are often broken into very narrow lanes, whether for budget reasons or just legacy workflows. But we’ve learned how important it is to go beyond just ‘our part’ of the system. We ensure that we’re communicating effectively with everyone, that we’re receiving what we need and that others are receiving what they need from us.
“That’s part of what our name, ProIO, represents. We’re all about professional input and output. Our work is about ensuring that every part of the system communicates effectively with the rest. You can’t just stay in your silo. You have to understand the whole system and help bring it all together.”
“Every day we draw from our past to look forward to the future,” says Helman. “Our expertise is not confined just to who we are as ProIO, but to every bit of experience that everyone in the company brings to the table. It’s these memories and stories that meld together and push us further into the next great idea.”
This is matched by a passion for the industry, something that Helman and Maier are committed to fostering as their team continues to grow:
“We get to play with some of the coolest technology out there. Sure, there are days when we’re buried in spreadsheets, mapping out thousands of I/O points, but even then, there’s something incredibly rewarding in knowing what those systems are going into. You don’t get that kind of satisfaction anywhere else.”
That excitement is shared across the team at Pro IO:
“There’s so much diversity in the projects we take on that the sense of curiosity and energy is built into the culture. Every project presents a new challenge and a new twist, which naturally sparks innovation.
“Each project challenges us to think differently and solve problems in new ways. The spirit of innovation comes easily when you’re constantly working in environments that demand fresh thinking.”
Technology in service of story with ProIO
While the company is working with state-of-the-art technology, Helman says that the team is also careful not to lose sight of the story.
“The first instinct is often to dream big, to imagine scenarios that defy the laws of physics or rely on technology that doesn’t even exist yet. And while that kind of ambition is exciting, there are plenty of times when the most powerful solution is the simplest one.”
It is not, he believes, about having the most amazing technology. It’s about having the right technology, perfectly applied.
“That’s what tells the story most compellingly. I’ve seen projects where flashy tech or elaborate effects were crammed in to get a “wow” moment, but they end up feeling disconnected from the rest of the experience. When that happens, the overall story suffers.
“Our goal is always balance. Sometimes, a practical effect, something timeless and tactile, is still the best choice. And when you zoom out and look at the entire venue or attraction, consistency is everything. You don’t want a moment of spectacle that feels jarring or out of place. Instead, you want a narrative that feels coherent from start to finish.
“That means making careful, thoughtful choices in every part of the experience.”
Making magic
The best technology often disappears. However, as audiences become more tech-savvy, that’s becoming increasingly difficult to do.
“In some cases, we flip the script, we stop trying to hide the technology and instead make it part of the experience,” says Helman.
It’s not just about hiding or showing the tech; it’s about how you apply it to make people feel something they’ve never felt before. That’s where the real magic is.
“The key is to present it in a way that still feels magical: either through sheer scale, quality, or the uniqueness of the execution. Take LED walls, for example. They’re everywhere now. But what if it’s the richest colour you’ve ever seen? Or the highest resolution, displayed closer than you’ve ever experienced? Or at a massive, jaw-dropping scale?
“That’s how we stay ahead in a world where everyone carries high-end technology in their pockets. We create things you can’t replicate at home, like a planetarium-scale projection or an immersive experience with layers of interactive elements. It’s not just about hiding or showing the tech; it’s about how you apply it to make people feel something they’ve never felt before. That’s where the real magic is.”
Technology unlocks new possibilities
Looking ahead, Maier says the future of themed environments will be driven by technology and the discoveries that come with it.
“That doesn’t necessarily mean following every broader tech trend, like AI, just because it’s popular. AI is a good example: it’s everywhere in conversation right now, and it will be part of the future of our industry. However, when people say “AI,” they often mean a sophisticated algorithm.
“What I’m most interested in are the breakthroughs, the moments when a new piece of technology unlocks something we simply couldn’t do before. Those moments are rare, but they’re what can fundamentally change how we approach experiences.”
This isn’t necessarily a big, flashy piece of tech, he adds. It could be a single new component that fits into something the team uses every day. “But if that component adds a new capability or simplifies a challenge we’ve always had, that becomes a powerful tool. And that’s the sort of shift that changes what a theme park can be, or what a guest experience can feel like.
“Ultimately, these are the developments that allow us to create something unique, something truly immersive. It’s about that feeling where the guest walks away thinking, ‘Wait—was that real? How did they do that?’ It’s not just about special effects or spectacle; it’s about crafting those moments that feel seamless, grounded, and magical—all at once.
“We could talk about other trends, like the rise of multi-use venues, the revitalisation of retail spaces, or new parks in emerging markets. But for me, the deepest, most meaningful evolution will always be technological: what new tools do we have, and how do we use them to enhance the creative vision in ways we never could before?”
What makes a ProIO project succeed?
Reflecting on ProIO’s work, Helman says:
“What I love about storytelling, especially in the kind of things we do, is that it’s never just one thing. It’s not just visual media, it’s not just signage, or an audio track, or a pre-show. It’s the full arc, from the moment someone steps foot on the property all the way through to the end of the experience.”
The story begins as soon as a guest arrives, sometimes even before they walk through the main entrance. That means the theming, the soundscape, the architecture of the ticketing area—all of it matters. What guests see, hear, and feel from the very first step contributes to that immersive arc.
“What always amazes me is how it all comes together. I might spend weeks or even months on a single element of a project, such as aligning a projector, fine-tuning the colour balance, or adjusting the audio. And in doing that, you’re so deep in the weeds that it’s easy to forget about everything else.
“But then, you finally get to experience it from the perspective of a guest. You walk through from beginning to end, and you feel the rhythm of it. You hit every story beat. One moment flows perfectly into the next. That’s when it clicks. That’s when you realise: ‘This is immersive. We nailed the timing. It feels seamless.’”
And the best part?
“When the attraction opens and you watch real guests experience it, and you see them completely engaged, you know the story held up. You know all those little details added up to something powerful. That’s when we know we’ve done our job right.
“Because at the end of the day, that’s our goal: a seamless, immersive experience from start to finish, no matter the project or installation.”
