After several years away from the show floor, Advanced is making a long-awaited returns to the NFPA Conference & Expo after several years, showcasing its Axis AX system at Booth 1631.
Known for UL-certified fire and life safety systems, its portfolio now includes CO detection and a scalable network architecture for large sites.
Matt Goude, UL Product Manager, brings eight years of technical and commercial experience to drive innovation and growth in North America.
Fire and Safety Journal Americas spoke with him about how Advanced is adapting to evolving market needs through product development and trusted partnerships.
As it happens, I attended the last time we exhibited at NFPA several years ago.
Now, going back to NFPA, we’re returning stronger than ever because we have our new exclusive partner for North America, Harding.
We’ve been working with Harding for about 18 months, developing strategies to support our North American expansion.
They don’t just provide distribution – they also provide technical and customer support services to our US and Canadian customers.
We also have a dedicated member of the Advanced team based in North America to support Harding on more in-depth technical queries.
It’s the perfect time to return to NFPA because we now have full UL listing for our Axis AX range.
Previously, we had ETL approval, but now we have the full UL 864, 10th edition listing and an exclusive partner it is helping us build stronger relationships with customers and bring our products and brand closer to them.
It also allows us to better understand customer needs through more personal interaction.
We’ve always strived for and achieved high quality in our products, customer service and tech support, going above and beyond for our customers.
The booth has been designed by the Advanced marketing team and Harding in collaboration.
Our product range is very versatile, and this is reflected in what we’re showing.
It starts with the small installations – our AX-CTL-1C panel, a dedicated single SLC circuit capable of up to 126 devices – typically for installations like coffee shops or small warehouses where you might have a one-loop configuration.
The next level is our voice panel, our audio panel, which can also be configured as a standalone fire alarm control panel, stepping up depending on site requirements.
One of our key strengths is in distributed sites.
Instead of big control panels sitting in the basement and running extremely long cables – which costs more in labor and materials – we distribute panels across a site.
This reduces installation time and maintenance at the same time improves system integrity.
You can access a panel, put it in command mode and view the whole network from the control room.
A true peer-to-peer system with full control.
For the medium end, the CTL panels suit three- or four-story buildings, supporting up to four SLC circuits or four NAC circuits.
For high-rise buildings, we offer command centers – a flexible, modular approach.
We have integrated fire fighter telephone system, integrated voice, switch card modules, smoke control and damper control modules via our DynamixSmoke product, all integrated into the fire alarm life safety system.
These command centers can be customized with different audio and telephone solutions for larger, more complex sites.
Overall, the product is flexible across small, medium and large installations.
At the show, visitors will see the full product range with interactive live demonstrations available, explore different options and realize that while it might look complex at first, everything integrates easily once you understand site needs.
If you need an HVAC smoke control and damper system, we have the module.
If you need annunciation, we have an annunciator that controls on the network.
We also offer fiber optic networks and RS-485 networks on copper, making the system robust and stable.
Axis AX stands out through its flexibility and modularity.
We have commonalities across our peripheral devices, meaning they can be used in both big command center panels and smaller complex installations.
For example, at a site in Las Vegas, an old building needed fan and smoke control dampers.
It wasn’t a big site needing large command centers, but it needed complex modules to control the system, avoiding the need for multiple separate panels.
We were able to offer these thanks to the versatility within our range that ensures Advanced equipment is able to meet a wide variety of local codes.
In New York, for example, the Fire Marshals require temperature, smoke and heat detection outside each elevator on every floor.
Our system already accommodates this without needing any changes.
Our panels are flexible across different UL requirements and customers can customize systems based on regional needs.
Axis AX suits a wide range of installations.
It can be used in small coffee shops, warehouses, high-rise buildings and schools that need audio and telephone requirements or HVAC integration.
It is especially effective in installations where standard systems don’t meet the full requirements and where additional complexity is needed.
We work closely with local authorities to meet evolving requirements and constantly update our products to stay ahead.
The key advantage is its flexibility to work across different types of sites rather than being limited to one type of installation.
We work closely with local AHJs to understand new compliance needs, such as New York’s elevator detection requirements.
We anticipate some requirements will expand beyond New York to other US states.
We are preparing for the draft 11th edition of UL 864, working directly with UL labs to stay ready.
We gather regular feedback from customers across regions like Las Vegas and Miami to adapt to local needs.
Customer suggestions are always welcome, helping us continuously evolve.
At Advanced, we prioritize quality products, customer service and strong partnerships with customers as key drivers for success.
Harding is our exclusive partner for North America.
We manufacture and develop the panels and Harding supports customer needs, from technical questions to distribution and customer service.
Having Harding locally based allows us to stay close to our customers and help them quickly compared to overseas distribution.
Harding is very keen to learn and grow with us and we are working closely to strengthen Advanced’s presence in the North American market.
Technology is evolving every year.
We predict that integrated building systems will drive improvements in safety and efficiency and we already offer BMS integration with remote monitoring and control to meet rising demand for these features.
We currently work with Harding using the UCM-3 DAC module over telephone lines and IP and we continue to develop our cloud-based solutions to enhance the customer experience.
Sustainability is a key trend.
We review our products and operations regularly to become more sustainable across packaging, manufacturing and daily operations.
There’s also growing interest in our gas extinguishing, battery storage, and wireless systems.
Customers want solutions that are easier to install, more eco-friendly and provide data-driven insights for maintenance.
We already offer cloud-based solutions in the EM market and are working closely with US customers to develop region-specific offerings.
Axis AX brings modularity and flexibility.
Our PerfectSync offering ensures amplifiers across the network deliver synchronized messages without conflicting audio.
The system combines audio and telephone solutions, allowing for flexible configuration in high-rises, shopping malls and schools.
Our amplifiers are intelligent, with programming built in, allowing control over messages, timing and sequencing without needing separate devices.
Switch-card modules direct specific messages to specific zones.
Our telephone system provides full access control, off-hook indications and complete status management.
We continuously work with customers to tailor installations and enhance integration for future needs.
You can find Advanced at booth #1631, meet our expert team and our colleagues from Harding and experience our array of products.
We invite everyone to visit, take part in our live demonstrations and talk about their requirements, share feedback and see demonstrations of our full product range.
I’ll be there every day and any suggestions or feedback are welcome.
We are here to listen, learn and provide great customer service and high-quality, stable products.
