Executive Team

Steve BierrumDirector

Steve spent 15 years with a major Japanese company, which he steered into its current position of prominence in the gaming and entertainment machine industry, in his capacity as Vice President.

As the founder of Genesis, Steve laid the foundations before being joined by his brother Hans and long-standing colleague, Sue Hatherell.

Hans BierrumDirector

Hans contributes to the company with his dynamism and extensive sales experience in the industry world wide.

Hans combines a broad-based understanding of the coin-op machine business with a personal integrity that benefits both Genesis and it’s customers alike.


Sue HatherellDirector

Sue has worked alongside Steve for many years and brings her invaluable practical and organisational skills to Genesis, over seeing all areas of the commercial aspects of the business.

Support Staff

Ian SmythTechnical Sales Manager

On finishing university, Ian fulfilled a number of sales and management roles before joining Genesis in 2003 as Sales & Marketing Support Manager.


Shelley ChaplinAftersales Support Manager

Since joining the Genesis team in 2006, Shelley plays an important roll in the control of spares and after sales support.

Luke HatherellTechnical Support Manager

Luke Hatherell is responsible for after sales administration support; both for hardware and software issues. He is also involved in field support for service and installations.


Reece HatherellGroup Marketing-Social Media-Logistics Manager

Having graduated from university, Reece fulfils the modern day requirements for the latest Social Media and Web site support systems vital to modern business and commerce. Additionally he organises the movement of machines from Amatic to the UK.