ProAV (Proactive UK Ltd) is one of the UK's leading professional broadcast and video equipment retailers, established in 1998 and based in a 1,500 sq ft showroom at Eastman Way in Hemel Hempstead, Hertfordshire. Unlike most UsedLens-indexed retailers, ProAV's primary focus is professional video and broadcast equipment rather than stills photography, their customer base spans budding video amateurs through to major broadcasters, with strong representation across documentary, commercial, branded content, and live production.
Their used and ex-demo inventory typically includes professional camcorders, cinema cameras, broadcast lenses and controllers, lighting accessories, monitors, sliders, tripods and monopods, audio equipment, and post-production hardware, categories that overlap with stills photography at the high end (Sony FX series, Canon C-series, Blackmagic, etc.) but extend well beyond into pure broadcast territory. As fully authorised UK suppliers for all manufacturer brands they stock, all equipment comes with full UK and European manufacturer warranties, they explicitly don't sell grey imports.
The Hemel Hempstead showroom welcomes visitors for hands-on demonstrations of cameras, sliders, tripods, lighting and other production gear. ProAV also operates an active educational and trade event programme (ProAV TV channel, Atomos and Blackmagic livestreams, brand demo days), positioning them as a community hub for the UK production industry rather than just a retailer. For UsedLens users, ProAV is most relevant if you're shooting hybrid stills/video at the higher end and want pro-grade glass or video bodies that mainstream stills retailers don't carry.
ProAV occupies a distinct niche compared to most UsedLens retailers, they're a professional video/broadcast specialist rather than a stills photography dealer. Their direct UK comparators are CVP (similar broadcast/cinema focus, larger and older operation), Holdan Limited, and the video divisions of larger general retailers like Wex Photo Video (which has a meaningful pro video operation) and Park Cameras (smaller video focus).
Compared to MPB or Camera Jungle, ProAV operates in a different market segment, high-value pro video kit at lower volumes vs. mainstream digital stills at scale. Compared to Mr Cad or specialist film dealers, ProAV is the opposite end of the spectrum: cutting-edge professional production equipment vs. analogue heritage gear.
For UsedLens users specifically, ProAV is most useful when searching for hybrid stills/video cinema cameras (Sony FX series, Canon Cinema EOS, Blackmagic), professional broadcast lenses, or video accessories that broader stills retailers don't carry as deeply. The 1998 founding, authorised dealer status across major brands, and active educational programme position them as one of the UK's most established pro video specialists. The Hemel Hempstead showroom is convenient for buyers in the South East and Midlands; the online operation handles UK-wide and international.