Concept Associates takes SurgeX into Malaysia

Power protection specialist SurgeX has appointed Concept Associates (KL) as its sole Malaysian distributor, expanding its presence in the Southeast Asian professional AV market.

The AMETEK ESP brand’s new partnership with regional sales representation firm Generation AV was officially launched on 14 September at Concept Associates’ headquarters in Kuala Lumpur, where a live technology showcase introduced SurgeX’s power protection and energy management solutions to the local market.

The appointment covers SurgeX’s range of solutions for commercial audio, video, lighting and control systems, with a focus on addressing electrical spikes, grid instability and equipment failures in sensitive installations.

“In professional AV, everyone focuses on procuring the finest processors, displays and sound systems, but the real baseline is clean power,” said Castrit Lim, managing director of Concept Associates. “SurgeX is the definitive safeguard for mission-critical electronics. By eliminating transient spikes and ground noise at the source, it prevents system crashes, protects high-value hardware investments and eliminates the frustrating cycle of emergency service callouts before they ever happen.”

Kevin Kee, regional sales director at Generation AV, commented: “Concept Associates has an outstanding distribution track record with world-class brands like Shure and Q-SYS. Their distribution reach, channel trust and established reputation make them the ideal partner to drive SurgeX across Malaysia. We are thrilled to officially welcome Concept Associates to the SurgeX family.”

The launch included hands-on demonstrations led by Generation AV technical manager Thang, covering the SQUID multioutput AC/DC platform, Defender Series+, DisplayPak+ and Vertical Series+ PDUs. The showcase also featured SurgeX’s Sequencer Series, RTi remote-reboot hardware, Branch Circuit systems and Standalone Online UPS battery backups.