EI spoke with Conrad Mas, founder and owner of renowned Hi-Fi brand AVID, as the company is celebrating 30 years of manufacturing in 2025!
How did you become interested in AV/Hi-Fi in the first place?
From a young age I was listening to music and I would often listen secretly when I was supposed to be asleep. However, the real spark came when a friend introduced me to a record player he had built himself. That moment ignited my curiosity and set me on an obsessive path to explore ways to refine and enhance audio performance
.Tell us about how the company was set up and what the first few years were like.
I never originally intended to start my own company, with the initial idea simply to design something for myself. However, personal circumstances and the exceptional quality of my design led to the founding of AVID in 1995 (we’re celebrating 30 years of British manufacturing this year), launching the Acutus turntable.
Working hard in the early days
The early years were challenging, particularly in the conservative home market, compounded by limited resources. Despite these hurdles, we focused on export markets, and over time, the company gained recognition for its innovative engineering and uncompromising sound quality.
If people are unaware of the company, could you sum up what AVID delivers and what is special or different about it?
AVID offers a complete range of high-fidelity analogue audio systems, from entry-level to esoteric, delivering precision engineering, exceptional performance, reliability and easy installation.
What truly sets us apart is our unique design features that enhance sound quality and the fact we design and manufacture almost everything in-house here in Britain, ensuring unparalleled quality control and continuous innovation.
Your company is known for creating its own manufacturing solutions, tell us about this and what it brings to the brand.
Our design philosophy is rooted in the pursuit of perfection, ensuring our products embody timeless quality rather than built-in obsolescence. By creating our own manufacturing tools, we achieve flawless repeatability in production. This guarantees that every product is crafted precisely to its original blueprint, offering each customer unparalleled quality and consistency.
What is a typical day like for you at work?
No two days are the same: I might be designing new products, meeting with distributors or press, addressing production challenges, or simply ensuring factory maintenance. It’s a mix of creativity, problem-solving and management.
What are the founding principles of creating a good turntable product?
A great turntable must eliminate unwanted vibrations, maintain precise speed stability, and allow the cartridge to accurately track the record groove. It’s about engineering precision, material quality and understanding how every component affects the final sound.
Has the so-called vinyl revival helped the company at all, and if so, how?
The resurgence of vinyl has introduced a new, younger generation to the joys of analogue sound. However, as our products are typically considered investments, we’ve experienced the most growth among mature audiophiles, those returning to vinyl and transitioning away from other formats. However, we do have a complete entry-level turntable for £1,500 called the Ingenium Plug&Play which has everything a newcomer needs, including arm and cartridge.
Do people have different expectations or demands from Hi-Fi products than they did when the company first started?
Yes, expectations are constantly evolving. Today, people demand not only exceptional sound quality but also products that make a design statement and blend into their living space, and increasingly, an emphasis on ease of use. Despite changing trends, the majority of our customers still prioritise an engaging musical experience above all else.
Tell us about the Acutus; what are the most important aspects and characteristics of the product?
The Acutus represents the pinnacle of our design and engineering. Its unique features include a resonance-transfer clamp, an exceptionally effective suspension system and perfect speed accuracy. Every detail is designed to reduce the noise floor and allow the cartridge to extract the finest nuances from a record and provide realistic musicality.
Are there any other products or innovations you are particularly proud of?
The aforementioned Ingenium Plug&Play turntable stands out for offering world-class performance at an accessible price and incorporates technology trickled down from the Acutus. Our loudspeakers are also gaining accolades and feature in-house designed technology to eliminate unwanted vibrations.
What is the company working on right now?
We’ve recently introduced a refined bias compensation mechanism in our tonearms to further enhance sound quality. As we enter our 30th anniversary year, we are gearing up for a series of product launches that will outline our development roadmap for the next decade.
How is the AV/Hi-Fi sector doing in general?
Despite challenges like economic pressures and shifting consumer habits, the enduring passion for high-quality audio continues to drive demand. AVID’s success lies in offering lasting, well-reviewed products backed by a heritage of exceptional sound quality.
Does AVID sell turntables to many home cinema/installer/smart home companies?
We do work with some smart home and installation companies, but there remains significant untapped potential, as many overlook the opportunity to offer high-quality vinyl systems for ‘man caves’ and dedicated listening spaces. As more people integrate audio into their homes, these companies have a unique opportunity to introduce real high-fidelity to new audiences, showcasing the unparalleled experience of exceptional analogue sound.
Will people still be listening to records in 50 years’ time?
Absolutely. Records provide a pure, authentic connection to music that digital formats simply can’t replicate. Analogue playback captivates listeners, encouraging them to experience entire albums rather than skipping tracks. Like any mechanical device, future advancements will enhance musical enjoyment, while the enduring appeal and tangible nature of vinyl ensure its relevance for generations to come.
What are your personal musical tastes? What are you listening to right now?
My musical tastes literally span everything from classical, jazz, rock and electronic. Right now, I’m revisiting some classic albums from Pink Floyd whilst working on a new design utilising our 3D CAD software.
Away from AVID, do you have any other special interests or hobbies?
I enjoy motorsport track days and engineering-related hobbies as they resonate with my interest in precision and performance. I also love spending time outdoors cycling and relentlessly working through climbing the Wainwright’s in the Lake District.