As Advanced continues to build its presence across North America, the market’s scale, regulatory intensity and pace of change present both opportunity and complexity. Few within the organization are closer to that intersection than Operations Director Sarah Lawson.
Speaking to Fire & Safety Journal Americas (FSJA) ahead of the 2026 NFPA Conference & Expo in Las Vegas, Sarah reflects on how Advanced is approaching long term growth in the US market, why compliance shapes far more than certification alone and how simplicity of installation and use is becoming an increasingly powerful differentiator as fire systems grow more sophisticated.
“My role is ultimately about making sure that what we promise to the market is delivered, consistently, compliantly and at scale,” Sarah tells FSJA. “That means aligning manufacturing capability, product design and regional partnerships so customers enjoy the same Advanced experience, regardless of location.”
For Sarah, operations is not just about logistics or throughput. It is about grounding product strategy in real world pressures, from regional code interpretation and local installer practices to long term service and maintenance expectations.
That operational mindset has become especially important as Advanced has intensified its focus on North America. “North America is one of the most demanding fire markets globally, but that is also what makes it attractive,” she says. “The regulatory environment is rigorous and highly detailed, which drives discipline. We don’t treat that as a hurdle; we treat it as a design framework.”
From an operational perspective, that means designing processes and products that can adapt to scale without compromising consistency.
As demand grows, the company’s ability to maintain quality, documentation, testing discipline and supply resilience becomes just as important as technological capability.
“Growth is only sustainable if it is supported properly,” Sarah adds. “You need the right manufacturing controls, quality assurance and partner infrastructure behind it.”
Advanced’s approach to UL certification reflects that philosophy. Rather than viewing UL as a validation step at the end of development, Sarah describes it as something that actively informs design decisions from the outset.
“UL standards influence how we think about architecture, resilience and usability at a very early stage,” she explains. “When you design with UL requirements front and centre, you’re forced to think very clearly about system behaviour, fault conditions and user interaction.”
In many cases, she notes, that discipline leads to better outcomes. Designing for UL often drives simplification rather than complication, strengthening core system logic and reducing unnecessary layers.
“In practice, that benefits everyone,” Sarah says. “Installers get systems that behave predictably, end users gain confidence and long-term maintenance becomes more manageable.”
This mindset has broader strategic implications. As buildings become increasingly complex and influenced by global design practices, Advanced’s experience working across both EN and UL environments allows the company to transfer proven concepts while remaining firmly aligned with North American expectations.
At the centre of Advanced’s North American portfolio is the UL listed Axis AX system, already well established across low and medium rise applications and increasingly specified on more complex projects. “Axis AX was designed to scale from day one,” Sarah says.
“The challenge is maintaining flexibility without creating unnecessary complexity, and that balance is absolutely critical.”
The system’s distributed network architecture allows panels to operate as a unified system while retaining local intelligence. From an operational standpoint, this reduces installation effort, minimises long cable runs and improves fault tolerance, all while simplifying ongoing maintenance.
“In real terms, that matters on site,” Sarah explains. “Installers don’t want systems that are powerful but difficult to deploy. Ease of programming, clear logic and predictable behaviour are essential, particularly in markets where labour efficiency directly impacts project viability.” That focus on usability extends beyond commissioning. Clear interfaces, intuitive controls and consistent behaviour across multiple sites reduce training burdens for end users and help build long term loyalty.
“When people understand a system quickly and trust how it behaves, that confidence carries forward,” she adds. “It becomes a platform they are happy to specify again.”
As fire systems integrate more life fire safety functions, she believes simplicity is becoming increasingly valuable.
“There’s a tendency to equate complexity with capability,” she says. “But in practice, systems that are easier to understand and faster to commission are more likely to be adopted and retained.”
In North America, installer efficiency plays a major role in driving adoption. Labour availability, regional variance and demanding schedules all place pressure on those responsible for system delivery. Reducing programming time and commissioning risk has a direct impact on project performance and long term satisfaction. “Simplicity supports consistency,” Sarah explains. “When systems behave logically and predictably, it reduces risk across the lifecycle, not just at installation.”
North American applications place particular emphasis on coordinated life safety functions and Axis AX’s audio and smoke control capabilities remain central to its appeal.
PerfectSync ensures that audio, voice and visual outputs remain synchronized across large or distributed sites, improving intelligibility and reducing confusion during an emergency.
“In high rise residential or hospitality settings, clarity of communication is fundamental,” Sarah says.
“PerfectSync helps maintain consistency even as conditions change, which is vital in complex evacuation scenarios.” Integrated smoke control through DynamixSmoke further simplifies system architecture by managing dampers, fans and interfaces directly within the fire platform.
“That integration removes unnecessary layers,” she explains. “It reduces duplication, simplifies compliance and gives responders clearer, more intuitive control when it matters most.”
For complex buildings, that unified approach supports better situational awareness and system coordination, both key considerations in North American fire strategies.
Looking ahead, Sarah sees ongoing opportunity across sectors where scale, regulation and operational resilience intersect.
“High rise residential, hospitality, transportation infrastructure and specialized environments such as energy storage are all continuing to evolve,” she says. “These projects demand systems that are flexible, resilient and properly supported.”
Sarah also points to the importance of recognizing how different maturity levels across regions shape system requirements. “That variability is exactly why flexibility matters,” she explains. “You need platforms that can meet today’s needs without limiting what can be achieved tomorrow. North America isn’t a single market, it’s a collection of highly specific environments, each with its own priorities.” “Customers are looking for partners who understand the market deeply and will support them beyond installation,” Sarah adds.
“That’s where we’re focused.” Partnership at the core Advanced’s exclusive partnership with Harding remains a cornerstone of its North American strategy. For Sarah, the relationship goes beyond distribution. “Harding provides local knowledge, technical expertise and boots-onthe-ground support,” she says.
“That’s critical in a market where regional codes and customer expectations can vary significantly.” Together, Advanced and Harding are focused on delivering faster response times, stronger technical support and solutions that anticipate emerging needs, from smarter building integration to sustainability and new risk profiles.
Advanced’s participation at the 2026 NFPA Conference & Expo reflects that long term commitment. Exhibiting at booth 1257, the team will use the event as a platform for conversation rather than promotion. “NFPA is about engaging with the industry,” Sarah says.
“It’s where standards, application realities and future challenges come together.” Alongside product demonstrations, Advanced continues to invest in regional partnerships, technical support and distribution capability to ensure customers experience consistent service across the US.
